The Thought Process....

Having been given the task at University, of selecting an existing brand and then creating a stretch or extension of this - the first (and most difficult) decision was the choice of brand. My immediate thoughts were to select as brand like Topshop, Zara or H&M; all hugely popular and successful high street retailers, and all choices I felt I could brainstorm and create an extension of. However, after some thought, and realisation that the majority of my course colleagues would be choosing the same option as myself, I decided to select something a little more challenging - the difficult option!

I have recently completed 6 weeks work experience in the PR department at Yves Saint Laurent in New York. This gave me a fantastic understanding and insight into the history, design process and structure of the brand, as well as viewing the whole collection, both past seasons and vintage. I was able to use this to my advantage and gather ideas and visions for my current University project. With this experience under my belt, and the increased knowledge of the YSL customer profile, I decided to take the plunge and choose YSL as the brand for me to select an extension.

This proved a real challenge because I was conscious of maintaining the high profile of the brand image which YSL has withheld since its launch. As a Company, YSL do very little mainstream advertising and have not, to date considered introducing a lower priced collection, as other designer houses, such as Marc Jacobs have. YSL have a tough selection process for the celebrities they choose to wear and endorse their brand and having spent several weeks immersed in the PR and promotion department, I have gained much more of an understanding of their culture and very high brand values. For this reason, I decided to create a brand extension rather than a stretch; creating a product in the same field, i.e clothing or accessories.

I have chosen YSL lingerie as I believe this could be a successful move for the brand and if designed, launched and marketed correctly, it would complement the existing image of a prestigious, desirable and luxurious fashion house. It would also present an opportunity to target a wider audience - those women who may not be able to afford a handbag or item of clothing but would treat themselves to a luxurious lingerie item - which would be available at a lower price point for the consumer. It would also provide an opportunity to sell to men - often the purchasers of lingerie items for the women in their lives. The quality, designer label and brand values of YSL, I belive would certainly appeal to this audience.