Coraline Nai
Sonia Cardoso
Pauline von Künssberg

Marketing de résurrection :
Yves Saint Laurent

Master Management Marketing du Luxe,
Démarche Marketing du Luxe : projet de création
Janvier 2006.

Remerciements

Nous tenons à remercier Monsieur Fauvelet de Bourienne, professeur à l’Ecole Supérieure de Gestion, et Monsieur Robin Fournier-Bergmann, de la Fondation Pierre Bergé-Yves Saint Laurent, pour les aides précieuses qu’ils nous a apporté à la réalisation de ce dossier.
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Abréviations

LVMH : Moët Hennessy Louis Vuitton
PAP : Prêt-à-porter
PPR : Printemps Pinault Redoute

Executive Summary
Yves Saint Laurent Rive Gauche is a luxury brand known worldwide for its Ready to Wear and Haute Couture fashion masterpieces thanks to Yves Saint Laurent. His talent was raised by Christian Dior before he opened his own house. His first success happened in 1966 with his smoking for women which is know to have given power to them.
He knew how to impose his fashion values and criteria, to shake the fashion industry and to establish the French elegance and style around the world to promote women.

With this icon image, Yves Saint Laurent Rive Gauche has difficulties to follow the pace of the constantly evolving Fashion Industry. Fashion trends, consumers and their mood, and fashion priorities have moved to greater ambitions to adapt to the Society. The current key success is to stay trendy and to innovate artistically speaking.
Despite its huge potential, the Brand Yves Saint Laurent Rive Gauche has not reacted fast enough and now faces a huge decrease of its Brand image and its sales worldwide. Nowadays, the Brand is more remembered for its cosmetic products and numerous fragrances.
For this project, we wondered to what extent and how Yves Saint Laurent Rive Gauche can enjoy a rebirth, and own back its major part in the Fashion World.

After a deep analysis of different factors, we propose to