Saint Laurent Leads Kering Sales

In February, Kering company (Saint Laurent parent company) released its full year earnings with a total revenue of 10 billion 37 million 500 thousand euros, an increase of 4.0% over the same period in 2013.

In the case of its first brand Gucci and sports brands including Puma, the high growth rate of Saint Laurent has brought back the decline of the company.

Back to 3 years ago, at that time, no one would have thought that Saint Laurent would be the forerunner of Kering's sales in 3 years. Saint Laurent once performed poorly, and even became the slowness growth brand of Kering in the past few years.

In March 2012, Hedi Slimane became the design director of Saint Laurent.

Over the next 3 years, he played a beautiful brand turning around with Saint Laurent in his praise and praise.

In 2011, the profit of Saint Laurent was 353 million euros. By the end of 2014, this figure reached 7.07 billion euros - almost double that of 3 years ago.

Compared with 2013, it also has an increase of 27.2%.

When he took office, he moved the YSL studio across the ocean from Paris to Losangeles. It was even more astonishing that he suddenly changed the name of Yve Saint Laurent for more than 50 years. He removed the seemingly awkward "Yve" and changed it into Saint Laurent Paris, and defined the series as Saint Laurent advanced garment product line.

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The clothes displayed on the major brands are more representative than concepts, rather than focusing on marketing and sales.

Hedi Slimane does not think so. He is willing to really make clothes for people, not just show them.

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Therefore, the proportion of advanced garments in Saint Laurent is increasing, reaching 23% last year.

According to Kering's 2014 earnings report, although 66% of the products in Saint Laurent are leather goods and shoes, the proportion of ready-made garments is the fastest growing.

There is hardly a luxury brand that has such a high proportion of garments as Saint Laurent.

"They are still luxurious, but they sell basic clothing," said Maiko Shibata, Restir creative director of Japanese retailer. "This is rare in the current market."

With the increasing proportion of clothing and design maturity, Saint Laurent has invested heavily in retail outlets to increase consumer and brand contacts.

At the same time, their price advantage also began to highlight, also classic style and fashion style. Compared with Givenchy and Louis Vuitton, Saint Laurent is obviously more close to the people.

But then, taking into account the general history of Saint Laurent and art in the past few years, it is hard to tell whether this is the self adjustment of brand quality or the bow to the market, but in any case, such Saint Laurent business is at least successful in business.