MY PART 1 STRENGHTS:
-the presence of the brand with a strong creative vision
-present in more that 50 countries, in 5 different continents
-long and beautiful history
-considered as being the reviver of the Haute Couture
-a lot of department such as jewelry, Haute Couture, RTW, bags, shoes etc.
-first Couture house to make RTW
-timeless collection
-iconic pieces such as “le smoking tuxedo”
-stability in finance with the Kering group
-famous personality such as Cara Delevigne as face of Saint Laurent
WEAKNESSES:
-not improving their e-commerce
-their branding is unclear because of the rebranding
OPPORTUNITIES:
-emerging in BRICS countries
-being a part of CSR activities to give a new image to the brand identity
-develop e-commerce …show more content…
SLP recorded 255.4million in revenue in the first half of 2013 compared to 223.5 million in the first half of 2012. The brand is expanding stores increased to 98 in march 2013 compared to 83 stores in 2011. According to the statistics, the rebranded Saint Laurent demonstrates strong sales with a growth of 12% on a comparable basis shown in the third quarter of the 2013 financial year. This growth is 4.9 percent higher than the average growth (7.1%) of the luxury division in Kering. The 15% increase in sales in SLP’s direct operated stores is also higher than the Kering average ‘up8%) (Kering Financial Report, …show more content…
This is known as the hunger marketing strategy. Also, SLP strategically introduces limited quantity of inventory that evokes associations of rarity.
PRICE
To reinforce the distinct image and premium position of the brand, SLP adopts premium pricing strategies accommodating to its target group of upper class consumers. Currently, the opening price point of the SLP women’s wear collection is 190 livres for a cotton tank and the highest price point is 13.174 livres for a fur coat. The menswear collection has a lower price architecture that starts from 170 lives for a plain white t-shirt and reaches 4.400 livres for a leather biker jacket.
High price can differentiate the brand from the mass market and help maintain brand value, but at the same time the price range has to be justified to secure consumer’s willingness. SLP bags prices ranged from 165 lives to 1.935 livres. The prices of the timeless bag collection are increased twice a year from 4 percent to 10 percent according to market competition and economical environment. Compared with the price point of other luxury brands, SLP is niched between brands such as Channel, Dior, Balenciaga or Alexander
-the presence of the brand with a strong creative vision
-present in more that 50 countries, in 5 different continents
-long and beautiful history
-considered as being the reviver of the Haute Couture
-a lot of department such as jewelry, Haute Couture, RTW, bags, shoes etc.
-first Couture house to make RTW
-timeless collection
-iconic pieces such as “le smoking tuxedo”
-stability in finance with the Kering group
-famous personality such as Cara Delevigne as face of Saint Laurent
WEAKNESSES:
-not improving their e-commerce
-their branding is unclear because of the rebranding
OPPORTUNITIES:
-emerging in BRICS countries
-being a part of CSR activities to give a new image to the brand identity
-develop e-commerce …show more content…
SLP recorded 255.4million in revenue in the first half of 2013 compared to 223.5 million in the first half of 2012. The brand is expanding stores increased to 98 in march 2013 compared to 83 stores in 2011. According to the statistics, the rebranded Saint Laurent demonstrates strong sales with a growth of 12% on a comparable basis shown in the third quarter of the 2013 financial year. This growth is 4.9 percent higher than the average growth (7.1%) of the luxury division in Kering. The 15% increase in sales in SLP’s direct operated stores is also higher than the Kering average ‘up8%) (Kering Financial Report, …show more content…
This is known as the hunger marketing strategy. Also, SLP strategically introduces limited quantity of inventory that evokes associations of rarity.
PRICE
To reinforce the distinct image and premium position of the brand, SLP adopts premium pricing strategies accommodating to its target group of upper class consumers. Currently, the opening price point of the SLP women’s wear collection is 190 livres for a cotton tank and the highest price point is 13.174 livres for a fur coat. The menswear collection has a lower price architecture that starts from 170 lives for a plain white t-shirt and reaches 4.400 livres for a leather biker jacket.
High price can differentiate the brand from the mass market and help maintain brand value, but at the same time the price range has to be justified to secure consumer’s willingness. SLP bags prices ranged from 165 lives to 1.935 livres. The prices of the timeless bag collection are increased twice a year from 4 percent to 10 percent according to market competition and economical environment. Compared with the price point of other luxury brands, SLP is niched between brands such as Channel, Dior, Balenciaga or Alexander