Brand History Ysl - 1250 Words

Brand History Founded by: Yves Saint Laurent and his partner Pierre Bergà © Chief Designer: 1. Yves Saint Laurent 1962-2002 The Day of Birth: August 1, 1936 The Day of death: June 1, 2008 Reputation: He is considered by many of the worlds best- dressed people to be the inventor of modern fashion. Besides that, he is seen as the last of a generation of clothes designers that made the Rive Gauche (French for Left Bank of the Seine River in Paris) home to the most talented fashion designers in the world. These designers include Christian Dior, Coco Chanel, and Hubert de Givenchy -- all people who helped make Paris the international capital of fashion. CAREER: 1. Saint Laurent got his big break when he was only 17 years†¦show more content†¦He was the first, in 1966, to popularize ready-to-wear in an attempt to democratize fashion, with Rive Gauche a |name. He was also the first designer to use black models in his catwalk shows. Among St. Laurents muses were Loulou de La Falaise, the daughter of a French marquis and an Anglo-Irish fashion model, Betty Catroux, the half-Brazilian daughter of an American diplomat and wife of a French decorator, Talitha Pol-Getty, who died of drug overdose in 1971, and Catherine Deneuve, the iconic French actress. Ambassador to the couturier during the late 1970s and early 80s was London socialite millionairess Diane Boulting-Casserley Vandelli, making the brand ever more popular amongst the -European jet-set and upper classes. In 1993, the Saint-Laurent fashion house was sold to the pharmaceuticals company Sanofi for approximately $600,000,000. In the 1998-1999 seasons, Alber Elbaz, currently of Lanvin, designed 3 ready-to-wear collections. Pierre Bergà © appointed Hedi Slimane as Collections and art Director in 1997, and they relaunched YSL Rive Gauche Homme. Hedi Slimane decided to leave the house 2 years later. In 1999, Gucci bought the YSL brand and asked Tom Ford to design the ready-to-wear collection while Saint-Laurent would design the haute couture collection. In 2002, dogged by years of poor health, drug abuse, depression, alcoholism, criticisms of YSL designs, Saint-Laurent closed the illustrious couture house of YSL.Show MoreRelatedCase Study on Yves Saint Laurent1303 Words   |  6 Pages it is possible for YSL to double its profit within three years. The upsides of the change are a 150-percent increase in profit and strong brand awareness in a niche segment whose profile will be described in details hereafter. On the other hand, there are downside risks, including high possibility that Louis Vuitton, Tods and Bulgari will attempt to replicate YSL products since they are close to the targeted positioning as well (See Appendix A). 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