Yves Saint Laurent has maintained its prestigous and exclusive image as a luxury brand since its creation in 1962.
The current target market is Yves Saint Laurent is the upper class affluent individual, catering for both men and women. The career paths related to these consumers could typically be Law, Finance, Sales or Directorial roles in an Industry, with salaries consisting of 6 figures.
The age bracket YSL caters for ranges between 25-50 and has several differing collections in order to accommodate this bracket; Cruise, Edition 24 and the mainline Spring Summer or Autumn Winter Collections.
The Interests and hobbies of this consumer would be holidays in St Tropez, weekends away in luxurious country houses or spas, an interest in current affairs, expensive cars and would typically read the higher priced magazines such as Vogue, GQ, Tatler and Harpers Bazaar.
When analysing the YSL consumer, we could compare their profile to that of Prada, Gucci or Burberry. All three are top end of the luxury market, and successfully maintain their prestigious image throughout all their collections. Other luxury brands such as Marc Jacobs or Armani uphold their status as a designer brand but offer a lower priced collection, more suited to the high street market. Some critics would argue that this alters their reputation as a 'luxury' brand; by broadening their product portfolio into the lower priced market it loses it's exclusivity. However, there is an argument against this; some would say that by appealling to a mass market, the brand is acheiving greater awareness and interest, and therefore greater success.
It is important, when creating a brand stretch or extension, to take into account the image and style of a brand, in order to assess whether or not any change or addition to their product portfolio or realistic or viable.
This is a customer profile of a typical YSL Consumer:
My name is Elizabeth Duke and i am 29 years old. I currently work as the PR manager for a top London Public Relations Firm.
I have a keen interest in Fashion, and i like to do a 'season' shop, once every 3 months. I buy Investment pieces; items that i feel with withstand new trends and offer a classic and simplistic feel. I like to shop in Yves Saint Laurent and Gucci for the more timeless items, but i also shop at Stella McCartney, especially in the summer months, for the fresh and feminine style of the brand.
I currently live in Chelsea, London in a penthouse apartment with my husband, an Investment Banker. We like to visit our country house in the Cotswolds and also enjoy regular visits to our holiday villa in St. Tropez, France.
My interests include Gastronomy and fine wines, Fashion, as previously mentioned, travelling and experiencing new cultures as well as luxury spa retreats. I like to indulge myself with regular treats, and i take great pride in my appearance. In terms of my dislikes, i am not a 'bargain hunter', i have little interest in 'Fashionable but cheap' items, and i dispise high street retailers who create replicas of the designer brands.
I read Vogue, Harper's Bazaar and Tatler; the lower market gossip magazines such as Heat, Closer or More are of no appeal to me. The lives of celebrities should be private and not advertised as a public spectacle.
As far as my career is concerned, work comes first and a family comes later at this present point. I love the fast paced, dynamic and ever changing variety of my industry, and i constantly thrive for more.
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