Saint Laurent Profits Doubled, And Garment Business Was Strong.

According to the 2014 earnings report released by Saint Laurent parent group Kering, the total revenue reached 10 billion 37 million 500 thousand euros, up 4 yoy% compared with the same period last year. Its brand Gucci and the sports brand including Puma declined, but Saint Laurent went against the trend. Leather products and footwear accounted for 66% of the company's business, while the clothing series was the fastest growing 23% in all categories.

Three years ago, Saint Laurent performed poorly at the time and was the slowtest brand of Kering group.

After designer Hedi Slimane took over Saint Laurent as the brand creative director, the brand annual sales revenue rose more than doubled, rising from 353 million euros in 2011 to 707 million euros in 2014 (about 787 million US dollars).

According to the Kering group's 2014 earnings report, the overall growth of Saint Laurent is mainly driven by the success of Permanent series and different categories of new products.

According to foreign fashion website BOF, Saint Laurent has only a very small footwear business before remodeling its brand, and now Saint Laurent is already one of the ten brands in Barneys department store.

Sales of Lane Crawford stores in Hongkong's high-end department stores also showed three digit growth.

Daniella Vitale, chief operating officer and senior executive vice president of Barneys New York, the world's leading high-end department store chain, said, "we have had a big adventure. Saint Laurent is our great success and an excellent return for our investment."

After taking over the brand, Hedi Slimane immediately decided to change its brand name Yves Saint Laurent (YSL) to Saint Laurent Paris (SLP), which led to brand becoming a fashionable topic in fashion industry.

At that time, a lot of information about brand name change and fans' emotion about events were enlarged infinitely, but Saint Laurent still focused on products, and believed that more extensive consumer groups were more persuasive than fashion media.

Justin O Shea, MyTheresa.com purchasing director of luxury e-commerce website in Europe, once pointed out that the success of Hedi Slimane brand is because all its categories are satisfying and exceeding its performance, and it is not considered that many luxury designers can develop the ready-made clothing series as strong as footwear or bags.

At the same time, Bernstein Europe senior luxury analyst Mario Ortelli also said that "the successful development of several leather products IT Bags" is an important factor in the success of the brand, including Hedi Slimane, which has also created many popular shoes.

The important criterion of Saint Laurent's success is that it distinguishes itself from other luxury brands in terms of the processing methods of garment series, which subverts the clothing of the fashion market and pays little attention to market and sales.

"They are still luxurious, but they are selling some basic products, which are rare in the current market.

We think its success is here. "

Maiko Shibata, Restir creative director of Japanese retailer, said.

Hedi Slimane set up a

Product category, higher level revival

。

The business of jeans, T, leather and knitwear is close to 1/3 of brand sales.

The most prominent among them is the jacket, which accounts for 1/3 of the brand business of Lane Crawford.

Hedi Slimane successfully created the sales champion as the core category of the enterprise.

In the past three years, Saint Laurent has been spending a lot on fashion shows. Every season it has integrated into exquisite layout and cool music, and injected a new sense of novelty and novelty into the clothing series.

Compared with its competitors, all the styling design of Saint Laurent dress show under Hedi Slimane is consistent and satisfactory, with perfect combination of practicality, bestseller and aesthetics.

Of course,

To provide consumers with reasonable prices, classic products are affordable.

It needs to be explained that Saint Laurent is far from a bargain: a classic leather leather jacket sells for more than $4000.

But according to Mario Ortelli, senior luxury analyst at Bernstein Europe, "this price can be considered affordable compared to that of garments such as Balmain, Givenchy, The Row and Louis Vuitton.

In leather products, Saint Laurent is more affordable compared to Louis Vuitton, Valentino and Bottega Veneta.

Social communication is also an important part of the success of Saint Laurent.

When Hedi Slimane joined the brand in 2012, Saint Laurent also increased the cost of advertising expenses, releasing many black and white blockbusters composed of independent rock stars and models.

Luca Solca, a leading analyst in luxury industry in Exane BNP Paribas, Paris Securities Division, believes that "as a small brand, Saint Lauren has invested in a more prominent part of its communications social sales and has received feedback from the same brand of big brands."

In fact, Saint Laurent spent more on social communications than other competitors in 2012. According to the data of Exane BNP Paribas, it invested 7% of its sales revenue in advertising.

In addition, compared with some competitors, Saint Laurent also provides consumers with more convenient access to product channels.

Not only do they have wholesome wholesale businesses in top department stores and multi brand boutiques, which account for 39% of their total revenue.

More importantly, Saint Laurent has invested heavily in its retail network in recent years.

Last year, the brand opened 13 new stores, equivalent to nearly five times the brand income.

Not only that, Hedi Slimane has also opened up a brand consumer base for young customers.

Since he took over the brand, he injected the aesthetics of young, rock and garbage into the brand, changing the original style of the brand, and completely refreshing the brand.

Many consumers prefer to buy repositioned Saint Laurent, especially men's wear series.

They are a group of loyal fans who like Hedi, many of whom are young customers.

Justin O Shea, MyTheresa.com purchasing director of luxury e-commerce website in Europe, once said that the creation of Hedi Slimane is more of a movement than a trend.

"For his Saint Laurent, he took a radical way to divide the fashion world. He is a genius."