Posts Tagged ‘YSL’

Yves Saint Laurent ditching classic logo … get ‘em while they last.

November 15, 2012

Punch line: YSL’s classic logo may soon be extinct, and customers are snapping it up while they can.

Industry experts speculate that this move will actually increase the value of the classic logo and create a vintage label for the brand.

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Excerpted from Business Week’s, “What Is The Deal With Yves Saint Laurent’s Logo?”

This week, thousands of shoppers braved rain and crowds for the annual Yves Saint Laurent sample sale.

Unlike in years past, this crowd was extra-jittery.

Since new creative director Hedi Slimane relabeled the brand “Saint Laurent Paris,” many of the fashion faithful have been worried that the company’s classic “YSL” logo will be replaced.

So shoppers are racing to snatch it up while they can.


If the old logo is indeed an endangered species, does this mean that items bearing it will go up in value?

According to the Luxury Institute, the answer is affirmative.

“YSL is making the change in a surgical way,”. They will reinterpret the classics. So yes, the classics will sell for more with a certain group of people.

The brand’s renewal, announced this summer to some disappointment among consumers, has been hard to pinpoint:

The company told reporters that the fashion house is called “Yves Saint Laurent,” the ready-to-wear collection “Saint Laurent,” and the logo “Saint Laurent Paris.”

PPR Luxury Group (which owns the brand) is very customer-centric and is working to modernize the YSL brand and improve the in-store experience.

Still, “If you run away from your classic product or reinterpret your classics … too far away from the DNA of the brand, you will fail. Period.”

While luxury brands might try to appeal to younger consumers, “even younger consumers mature into wanting the classics of that luxury brand.”

Perhaps this is why Yves Saint Laurent hasn’t completely abandoned its old signature.

“The YSL logo, created by Cassandre in 1961, will remain intact,” though  it has not yet been determined how it will be used in the future.

Edit by BJP