Yves Saint Laurent rebrands into Saint Laurent Paris
Posted by: Labbrand Consulting Co., Ltd.
Date added: Thu 28 Jun 2012
Yves Saint Laurent was founded in 1962, and during the 1960s and 1970s, the brand popularized the so-called “beatnik look” which was characterized by safari jackets tight pants and tall boots. Apart from his creative and memorable collections, Yves Saint Laurent is also recognized for being the first designer to use black models in his runway shows.
Creative director Hedi Slimane will return to the fashion house where he previously held the position of head of men’s wear. Experts claim that Slimane’s return to the fashion house will give tremendous potential to the widely recognized high fashion brand. Slimane claims that by changing the name into Saint Laurent Paris, he will be able to transform the brand’s focus by implementing young and modern designs. It is interesting that the fashion house has been rebranded as Saint Laurent Paris given that the major fashion houses go with a singular surname such as Gucci, Channel or Dior. However designer Yves Saint Laurent was always recognized for having trouble handing over his brand to successors who he consistently criticized for launching collections that Saint Laurent considered, did not live up to the brands name. As a result, some say that eliminating Yves from the brand’s name may translate into the start of a period of transformation.
Slimane also recently announced that he would be moving the French label into Los Angeles the city where he currently resides. However fittings for Saint Laurent Paris will continue to be held in Paris. The new logo for the rebranded fashion house will be presented this fall and will use fonts that come close to the ones used in 1966. Some clients and fashion magazines are not happy with the name change that Slimane has suggested. “Style magazine fashion156.com stated that the new name “sounds like a chain of downmarket budget hotels”.” Other disappointed customers claim that moving away from the name Yves Saint Laurent takes away from the brand’s historical iconic component. “Launching a new name for the brand would be like reinventing the wheel.” For many, Saint Laurent Paris does not sound as luxurious as Yves Saint Laurent.
In China the presence of Yves Saint Laurent is not as predominant as brands like Gucci or Chanel. The fashion house only operates in department stores in Guangzhou, Chengdu, Harbin and Wuhan. There is no news on whether the English name change will affect its Chinese brand name (sheng luo lan). Time will only tell if Slimane’s decision to rebrand the fashion house as Saint Laurent Paris will have a positive impact on the Chinese population.
Other articles by Labbrand Consulting Co., Ltd.:
Less is more. Since 2010, this concept has been embraced by many brands. To name a few, the launches of the new visual identities (VI) of Microsoft, USA Today and eBay are certainly among the top buzzing branding news over the past few months. Why do brands simplify their logos? We’ll take a closer look through these new changes.
Wed 10 Oct 2012
With Sina Weibo being showered with brand and media attention, it is easy to forget that despite its hot news item status and evident potential for brands, Sina Weibo is not China’s dominant social network and there are other platforms out there that brands can leverage. Amongst these other social networking platforms, Qzone is the one that most often gets overlooked by western media and marketers despite its 500+ million members. QZone is by far the country’s largest social network compared with Sina Weibo with about 300 million users and RenRen with around 150 million users. But beyond its size, Qzone offers opportunities for brands, which may worth more attention than it is currently getting.
Mon 24 Sep 2012
The smartphone war heats up in China A string of recent news stories shows that China’s smartphone market is entering a new phase in its development with major manufacturers and local players vying to capture a bigger share of a market that will according to market intelligence firm IDC represent over a quarter of the global smartphone market.
Fri 07 Sep 2012
Nokia recently launched a nail polish line in honor of their hot pink Lumia 900 device. Owners of the Lumia 900 will now be able to match their stylish colored phones with an extravagant bright pink manicure. Nokia’s cosmetic product designed by Duality Cosmetics will only be available in three one-day events in Denver, Dallas and Los Angeles.
Wed 05 Sep 2012
Are brand websites dead? This would seem like an odd question to ask at a time when we interact more and more with brands in the online space and when digital channels play an increasingly important role in our consumptions habits. However many factors should lead branding and marketing professionals to reconsider the place and role of the brand website in their strategy.
Tue 28 Aug 2012
By: Jonathan Williams
By: Jonathan Chadwick
By: kitten mitten