HYUNJU PARK

6800 Alpha Drive Apartment 289

Kent, Ohio 44240
(917) 328-3377; hpark7@kent.edu

OBJECTIVE
Passionate, hard-working and self-starting Fashion Merchandising student seeking internship for summer
2014.

EDUCATION
Kent State University (KSU), Kent, OH 44242 August 2014
Major in Fashion Merchandising
GPA: 3.98 in major, 3.88 cumulative

WORK EXPERIENCE
REVIEWER FOR A PERSONAL LOAN, Hyundai Capital, Seoul, South Korea, November 2005 March
2009
Responsible for filing and managing loan application documents
Evaluated ones qualification of personal loans and to approve loan applications in personal loan team
Monitored cases of examination completion that employees judged in audit team
BOOKKEEPER/SECRETARY, Doosan Heavy Industry, Seoul, South Korea, September 2003 August
2004
Responsible for book-keeping and organized in relation to the general business matters
Assisted Executive Director as a secretary
OVERSEA SALES TEAM MEMBER, Yoon Eui-Sub Patent Law Office, Seoul, South Korea, January 1999
February 2000
Responsible for transferring patent fees associated with foreign patent applications abroad
Documented foreign patent applications and sent remittance confirmation documents to main client

EXTRA CURRICULUM
Show coordinator committee in the Fashion Show for the Fashion Schools Fashion Store, Kent, OH,
September 2013
Show management committee in the Charity Fashion Show for the Habitat for Humanity of Kent State
Universitys School of Fashion, December 2013

ACTIVITIES
Member of The National Society of Leadership and Success (Leadership Honor Society), June
2011-Present

COMPUTER SKILLS
Proficient in Microsoft Word, Excel, Power Point, and Adobe Illustrator

LANGUAGE SKILLS
Korean and English

AWARDS & HONORS
Deans List in Spring 2011-2014 and Presidents List in Fall 2013
Ellery Holding LLC, Scholarship based on class project, December 2012
Fashion Group International of Cleveland, INC., Scholarship, March 2013
Robert J. & Lizabeth Gunton Scholarship, March 2014
Senior Merchandising Portfolio, class project, chosen to be part of the Portfolio Showcase in NYC, April 2014
3
MERCHANDISING
PORTFOLIO


HYUNJU PARK



Fashion Merchandising Seminar

Kent State University
SAINT LAURENT PARIS
TABLE OF CONTENTS
PART I MARKET RESEARCH
COMPANY PROFILE
SAINT LAURENT PARIS CONTACT INFORMATION
ORGANIZATIONAL STRUCTURE
REVENUE AND E2VALUATION OF FINANCIAL STRENGTH
MISSION STATEMENT
CODE OF CONDUCT
THE BRAND
HISTORY AND CURRENT MARKET SITUATION
STYLE AND CONCEPT
NUMBER OF STORES AND GEOGRAPHIC DISTRIBUTION
CURRENT SALES
MAIN CATEGORIES OF MERCHANDISE
PRICE/QUALITY LEVEL AND TARGET MARKET
FASHION CONCEPT
SOURCING MATERIALS AND DESIGN PROCESS
MANUFACTURING ARRANGEENT
DISTRIBUTION PRACTICES
RETAILING



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SAINT LAURENT PARIS
RESUME HYUNJU PARK
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MARKET POSITION
SAINT LAURENT PARISS COMPETITORS
GUCCI
GUCCI CONTACT INFORMATION
ORGANIZATIONAL STURCTURE
CURRENT SALES AND FINANCIAL STANDING
STYLE AND CONCEPT
NUMBER OF STORES AND GEOGRAPHIC DISTRIBUTION
MAIN CATEGORIES OF MERCHNADISE
PRICE/QUALITY LEVEL AND TARGET MARKET
LOUIS VUITTON
LOUIS VUITTON CONTACT INFORMATION
ORGANIZATIONAL STURCTURE
CURRENT SALES AND FINANCIAL STANDING
STYLE AND CONCEPT
NUMBER OF STORES AND GEOGRAPHIC DISTRIBUTION
MAIN CATEGORIES OF MERCHNADISE
PRICE/QUALITY LEVEL AND TARGET MARKET
SAINT LAURENT PARIS SWOT ANAYLSIS
EXPLANATION OF SWOT COMPONENTS
PRODUCT COMPARISON


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SAINT LAURENT PARIS
PART II - LINE DEVELOPMENT
TARGET CUSTOMER
TREND REPORT
SILHOUETTES & KEY ITEMS
FABRICS & COLORS
SAINT LAURENT LINE THEME
CONCEPT BOARD ARCHITECTURE 101
COLOR STORY
COLOR AND PRINT STORY
FABRIC STORY
STYLE SHEET
5 KEY ITEMS
LOOK ONE
LOOK TWO
LOOK THREE
LOOK FOUR
LOOK FIVE
LOOKS SUMMARY



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SAINT LAURENT PARIS
PART III MERCHANDISING PLANS
QUICK COSTING
EXPLANATION OF QUICK COSTING
SIX MONTHS MERCHANDISING PLAN
SIX MONTHS MERCHANDISING PLAN FORMULA
RATIOS
STYLE DISTRIBUTION
SIZE DISTRIBUTION
COLOR DISTRIBUTION
ASSORTMENT PLAN
PURCHASE ORDER
PART IV RETAIL/LINE PRESENTATION
TEST MARKET RESEARCH
ELECTRONIC CATALOG CONCEPT EXPLANATION ARCHITECTURE 101
ELECTRONIC CATALOG COVER PAGE
ELECTRONIC CATALOG
SALES FORMS
SALES REPORT
SALES REPORT EXPLANATION



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SAINT LAURENT PARIS
PLANOGRAM
PLANOGRAM VIEW
PLANOGRAM KEY
PLANOGRAM LEGEND PROPS, ACCESSORIES, AND GARMENTS
PLANOGRAM EXPLANATION
STORE LAYOUT
WINDOW DISPLAY
WINDOW DISPLAY KEY
WINDOW DISPLAY LEGEND PROPS, ACCESSORIES, AND GARMENTS
WINDOW DISPLAY EXPLANATION

REFERENCES
REFERENCES FIGURES/PICTURES


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SAINT LAURENT PARIS
9

PART I

MARKET RESEARCH

SAINT LAURENT PARIS


Saint Laurent Paris Headquarters -
France

7, Avenue Georges V
Paris, 75008 France

Phone
33 1 56 62 65 72

Fax
33 1 56 62 63 41

Ofcial Store
www.ysl.com


10
Saint Laurent Paris
Corporate Ofce
Headquarters USA

3 E 57th Street
New York, NY 10022
United States

Phone
1 212 832 7100

Ofcial Store
www.yslbeautyus.com
Figure 2. Saint Laurent Paris USA
(Source: www.corporateofceheadquarters.com/2013/01/
ysl-yves-saint-laurent-corporate-ofce.html#.Ut7x0yL0DoB)
SAINT LAURENT PARIS
CONTACT INFORMATION
Figure 1. Saint Laurent Paris France
(Source: www.modemonline.com/fashion/mini-web-sites/fashion-
brands/references/yvessaintlaurent)
Figure 3. Photo of Saint Laurent Paris ad campaign (Source: ftape.com/media/?p=62751)
COMPANY PROFILE
PART I MARKET RESEARCH
11
LUXURY
Gucci ! Bottega Veneta ! Saint Laurent ! Alexander Mcqueen ! Balenciaga !
Brioni ! Christopher Bane ! McQ ! Stella McCartney ! Sergio Rossi ! Boucheron
! Dodo ! Girard-Perregaux ! JEANRICHARD ! Pomellato ! Qeelin
SPORT & LIFESTYLE
Puma ! Volcom ! Cobra ! Electric ! Tretorn

(Luxury brands, 2012)
Francesca Bellettini
Chief Executive Ofcer
Mr. Alberto Da Passano
Chief Financial Ofcer
Mr. Luc Rafin
Director of Human Resources
Mr. Jean-Denis Voin
Brand Director
Mr. Hedi Slimane
Creative and Image Director
Key Executives For Saint Laurent
ORGANIZATIONAL
STRUCTURE
Saint Laurent Paris is one of the most prominent fashion houses of the 20th
century. Saint Laurent opened as Yves Saint Laurent an haute couture house
in 1961 and then he democratized fashion through the introduction of luxury
ready-to-wear in 1966 under the name of Saint Laurent Rive Gauche. In
1999, Gucci Group (owned by PPR) acquired Yves Saint Laurent brand (PPR
reference, 2013, p. 25).

Saint Laurent Paris, renamed by Hedi Slimane in 2012, is owned by Kering
(previously known as PPR) and Kering is a worldwide leading Luxury and
Sport & Lifestyle group whose shares are traded on the Euronext Paris
(About Yves Saint Laurent, 2012).

Saint Laurent Paris (thereafter Yves Saint Laurent) has approximately over
5000 employees and the company offers leather goods, mens and womens
ready-to-wear, shoes, jewellery, eyewear, and other accessories. Kering
offers luxury and sport/lifestyle brands through distribution network of
directly-operated stores, franchise stores, and department and specialty
stores. (Kering, 2014).
Figure 4. Key Executives
(Source: investing.businessweek.com/research/stocks/
private/snapshot.asp?privcapId=6490488)
COMPANY PROFILE
PART I MARKET RESEARCH
12
Saint Laurent Paris generated "473 million in revenue in 2012, representing
a year-on-year increase of 33.7% from the previous 2011 year. The statistics
show extremely dynamic growth in business in recent period.
Retail sales in directly-operated stores accounted for 60% of the brands
total sales in 2012, representing the huge prot portion of brand. Wholesale
sales also increased signicantly, up 22.7% in 2012. And, royalties from
license agreements with LOreal, mainly fragrances and cosmetics, rose by
10.7%.
The companys sales has extremely strong growth gures specically in
leather goods and mens and womens shoes were also shown very high
sale increase (PPR reference, 2013, p. 140).

Overall, the company generated slow sale of increase in 2009-2010 while in
2011-2012, the company saw dynamic increase in revenue because of
strong growth of leather goods and mens and womens shoes.
Figure 5. Saint Laurent Paris Annual Report 2009-2012
(Source: www.kering.com/sites/default/les/document/ppr_ddr_2012_va.pdf)
473
354
269
238
65
41
12
-10
Revenue (in " millions) Recurring operating income (in " millions)
2012 2011 2010 2009
26
10
22
31
26
10
20
27
25
10
20
23
19
10
20
17
Western Europe North America Japan Emerging
countries
NUMBER OF DIRECTLY OPERATED STORES
BY REGION
2012 2011 2010 2009
REVENUE &
RECURRING OPERATING INCOME
REVENUE
EVALUATION OF
FINANCIAL STRENGTH
Figure 6. Saint Laurent Paris Annual Report 2009-2012
(Source: www.kering.com/sites/default/les/document/ppr_ddr_2012_va.pdf)
COMPANY PROFILE
PART I MARKET RESEARCH
13
44%
23%
19%
14%
35%
25%
24%
16%
33%
22%
26%
19%
33.2%
18.9%
29.5%
18.4%
Leather goods Shoes Rady-to-wear Other
BREAKDOWN OF REVENUE BY PRODUCT
CATEGORY
2012 2011 2010 2009
40%
23%
8%
21%
8%
44%
24%
7%
16%
9%
48%
22%
9% 13%
8%
55.4%
20.3%
8.1%
16.1%
0.1%
Western Europe North America Japan Asia-Pacic Other countries
BREAKDOWN OF REVENUE BY REGION
2012 2011 2010 2009
Saint Laurent Paris generated revenue rises across all of its regions in 2012.
Momentum was particularly strong in Asia-Pacic regions that the Asia-
Pacic region was the main growth driver, reporting a sales rise of 21% in
2012 compared to previous year 2011, 16%. In Saint Laurent Pariss
traditional markets sales growth was a very solid 22.8%. Despite the
unfavorable economic environment, sales in Western Europe accounted for
39.8% of the brands total revenue, North America and Japan sales slightly
rose although revenue in Western Europe and North America is not a good
nancial performance compared to other regions. As the revenue by product
category shows, leather goods and shoes have a strong growth while ready-
to-wear and other products have decreasing revenue. Overall, the company
generated strong rises in emerging markets as well as Asia-Pacic regions.
Leather goods and shoes have strong growth for business that lead the
company to keep one of top luxury brands, especially leather goods (PPR
reference, 2013, p. 140).
Figure 7. Saint Laurent Paris Annual Report 2009-2012
(Source: www.kering.com/sites/default/les/document/ppr_ddr_2012_va.pdf)
Figure 8. Saint Laurent Paris Annual Report 2009-2012
(Source: www.kering.com/sites/default/les/document/ppr_ddr_2012_va.pdf)
REVENUE
EVALUATION OF
FINANCIAL STRENGTH
COMPANY PROFILE
PART I MARKET RESEARCH
14
Yves Saint Laurent quotes,
The most beautiful clothes that can dress a woman are the arms of
the man she loves. But for those who havent had the fortune of nding this
happiness, I am there.
According to the trade, the change for rebranding Yves Saint Laurent as
Restoring the house to its truth, purity and essence and taking it into
a new era while respecting the original principles and ideals.

MISSION STATEMENT
Saint Laurent Paris does not offer its own mission statement to the
public but Kering, which PPR changed its name to Kering and this name was
approved at the Annual General Meeting on June 18 2013, offers mission
statement. Kering states its mission statement is that Kering allows their
customers to express, fulll and enjoy themselves through their products.
Also, their objective is to increase purchasing power as well as they allow
people express their personality and customers could feel good through their
brands. Kering take care of their employees as much as they look after their
customers (Kerings history, 2012).
Overall, Kering focus on their customers that customers can develop
their own personal style with their brands and Kering improve shopping
experience for customers.

SAINT LAURENT PARISS PRIMARY OBJECTIVE
Is to create and market highly desirable products through innovation
and unparalleled quality as well as design embodies the core values of the
brand (PPR annual, 2012, p. 29).
MISSION STATEMENT
COMPANY PROFILE
PART I MARKET RESEARCH
15
CODE OF CONDUCT
Kering, previously known as PPR, is dedicated to behaving responsibly as well
as Kering is highly committed to considering social responsibility and
sustainability. According to Kerings code of business practices, a steadfast
ethical approach to conducting business is critical to ensure a companys long-
term survival. Success and sustainable growth in their markets are dependent
upon the trust of their customers, employees, shareholders, business partners
and local communities.

In the business environment, ethics may take on numerous and sometimes
seemingly contradictory appearances. Many of companies operating across the
world should understand that all countries have different cultures and variety of
economic development. Thus, Kering would be aware of such differences in
business environment and have powerful shared principles serving as
guidelines for their actions.

Kering groups rules of business conduct reect several international standards,
including:
the United Nations Universal Declaration of Human Right and the European
Convention on Human Rights;
various International Labour Organization Conventions, notably conventions
29, 105, 138 and 182 (child labour and forced labour), 155 (occupational safety
and health). 111 (discrimination), 100 (equal remuneration), 87 and 98 (freedom
of association, right to organize and collective bargaining);
the OECD Guidelines for Multinational Enterprises;
the United Nations Convention on the Rights of the Child
(Kering code, 2009, p. 5)
COMPANY PROFILE
PART I MARKET RESEARCH
Yves Saint Laurent is one of the greatest fashion designers having an original
talent in his era and the most inuential designer today. Yves Saint Laurent
and his business partner, Pierre Berge, opened Saint Laurents own couture
house in 1961 after wining a legal suit against the House of Dior for unfair
dismissal and he and Pierre Berge had a huge success. In 1963, YSL logo
was designed by A. M. Cassandre (Hermsen, 2004).

In 1967, Saint Laurent introduced le smoking suit, which became the most
famous tuxedo suit for women and iconic style, and the trouser suit was
symbolized womens goal of equality. Saint Laurent opened the rst Rive
Gauche, ready-to-wear boutique, in Paris in 1966 (Hermsen, 2004).

Designs were popularized by Yves Saint Laurent are beatnik look, safari
jacket, le smoking suit, Mondrian dress, pea-coats, see-through look, tight
pants and tall, thigh-high boots and classic tuxedo suit for women that he
always wanted women to be liberated by dress. Also, he wished women
would be more condent about clothes and his trouser suit became the
uniform of the new assertive, independent woman. Yves Saint Laurent was
the rst to popularize ready-to-wear in attempt to democratize fashion that
aimed at younger women in his era (Ann et al., 2002).

Gucci Group acquired Yves Saint Laurent brand in 1999 and Tom Ford was
appointed as Creative Director for ready-to-wear line. On March 2012, Yves
Saint Laurent and PPR announced the appointment of Hedi Slimane as
Creative Director at Yves Saint Laurent and he has total creative responsibility
for the brands image and all its collections (PPR reference, 2013, p. 25).
16
HISTORY
THE BRAND
PART I MARKET RESEARCH
Hedi Slimane decided to rebrand Yves Saint Laurent, changing the name of the
ready-to-wear line to Saint Laurent Paris. Hedi Slimane was interested in giving
the brand more of a youth, freedom and modernity as he begins his tenure
there so that he rebranded Yves Saint Laurent to make more young and fresh
while keeping core brands value constructed by Yves Saint Laurent (Mau,
2012).
The company introduced its new logo on its Facebook page in June 2012,
many of YSLs fans said that the new logo was boring and genuinely
disappointing. And, it was controversial issue that logo change was necessary
between most of YSLs fans and fashion people (Alexander, 2012).

In terms of distribution, the company continues expansion of its global retail
presence featuring with new store concept. The focus is not only on emerging
markets but also on further development in the USA, Europe and Japan.
Existing stores are progressively redesigned with the new store concept that
could appeal to younger clients. Also, with companys aggressive investment in
advertising and global communication, they could reach to more upper class as
well as middle class (PPR reference, 2013, p. 25).

17
HISTORY
CURRENT MARKET
SITUATION
Figure 9. Saint Laurent Paris Renaming
(Source: www.businessoffashion.com/2012/10/a-wake-up-call-for-ysls-pr-
team.html)
THE BRAND
PART I MARKET RESEARCH
18
STYLE
CONCEPT
NUMBER OF STORES
GEOGRAPHIC
DISTRIBUTION
Its founder, the couturier Yves Saint Laurent reected the culture, arts, and
the time in design that he adopted culture into the style. His signature styles,
such as the tuxedo, trouser suit, safari jacket and trench coat revolutionized
womens wardrobes and continue to symbolize French chic, muscular
feminine elegance and the power of seduction. Saint Laurent Paris is
positioned at the high end of the luxury goods market, renewing the
exceptional legacy of its founder (PPR reference, 2011, p. 46).
In recent business time, as shown 2013 and 2014 collections, we
understand that Saint Laurent Paris more focused on chic-rocker and girls
look that appeal to younger clients.


Saint Laurent Paris operates in ve regions around the world, including;
Western Europe, North America, Japan, Asia-Pacic, and other countries.
As of June 30. 2013, Saint Laurent Paris has directly-operated 104 stores,
including 39 in emerging countries. There were eight net store additions in
emerging countries during the period and the company brought back under
the direct management seven points of sales in the United Arab Emirates
(Kering rst, 2013, p. 22).

The directly-operated boutiques together generated 60% of the total 2012,
56% of the total 2011, 55% of the total 2010 and 53% of the total 2009
brand revenue including agships in Paris, New York, London, Milan, Hong
Kong, Shanghai and Los Angeles. The company also operates select multi-
brand boutiques and department stores around the world (PPR
reference, 2010-2013).
THE BRAND
PART I MARKET RESEARCH
19
CURRENT SALES
! 223.5
! 255.3
! 24.7
! 27.2
2012
2013
REVENUE OF FIRST-HALF 2013
Revenue Recurring operating Income
Following on from 2012, 2013 is the year
of aggressive investment for Saint
Laurent Paris particularly in terms of
opening new concept stores and
strengthening the brands exclusivity,
online distribution and communications.
In spite of aggressive investment, the
revenue of Saint Laurent Paris rose
again in rst-half 2013 reaching "255
million, up 14.2%, comparing to year
2011, "224. And, royalties from license
agreements rose by 10.7% in 2012.

Wholesale sales jumped 43.6% for the
full six months due to the brand decision
to postpone certain deliveries until 2013
for the distribution of the Spring/
Summer 2013 collection because the
brand also decided to open stores
designed or refurbished with the new
store concept designed by Hedi
Slimane. Retail sales in directly-operated
stores that accounted for around 52% of
the brands total sales for rst-half 2013
rose by a more modest 3.4% and they
saw more positive result in the second
quarter, 6.6%. (Kering rst, 2013, p.
21)

22.7%
43.6%
2012
2013
WHOLESALE SALES
2013 Based on 6 Months / 2012 Year on Year
Figure 10. Saint Laurent Paris Revenue and Wholesales sale
in 2012-2013
(Source: www.kering.com/sites/default/les/kering_2013rst-
halfreport_2.pdf)
THE BRAND
PART I MARKET RESEARCH
20
MAIN CATEGORIES OF
MERCHANDISE
Under the leadership of Paul Deneve, CEO, and Hedi Slimane, Creative
Director, Saint Laurent Paris designs and markets a broad range of mens and
womens ready-to-wear, small leather goods, handbags,, shoes, jewellery,
scarves, ties, belts and eyewear. Also, Saint Laurent Paris offers cruise-wear in
womens merchandise category. Through a license agreement with LOreal,
Saint Laurent Paris produces and distributes fragrances and cosmetics:
perfume, makeup and cosmetics, soaps and toiletries, and designer perfumes
(PPR reference, 2013, p. 24).
Leather goods and shoes have turned iconic style that they became huge
growth driver in sales, such as the Muse and Muse2 handbags, Belle de Jour
small leather goods and the best-selling the Cabas Y bag, Tribute and the Trib2
shoes (PPR reference, 2012, p. 29).
Figure 11. Main categories of merchandise of Saint Laurent Paris
(Source: www.ysl.com/us/shop-product/women and www.yslbeautyus.com)
SHOP WOMEN

THE PERMANENT COLLECTION
GIFTS FOR HER
CRUISE 14
HANDBAGS
SHOES
READY TO WEAR
LEATHER GOODS
JEWELRY
BELTS
SILK
SUNGLASSES
SHOP MEN

THE PERMANENT COLLECTION
GIFTS FOR HIM
READY TO WEAR
SHOES
BELTS
LEATHER GOODS
BAGS
JEWELRY
SILK
SUNGLASSES

THE BRAND
PART I MARKET RESEARCH
21
PRICE/QUALITY LEVEL
TARGET MARKET
Originally, Saint Laurent Paris targeted at both high fashion conscious a male and
female public, aged between 25 and 50, and are positioned in the luxury and
premium segments of the market (Saint Laurent Paris, n.d.).
Recently, the companys collections became targeted at very young men and
women when Hedi Slimane was appointed as Creative Director that he introduced
vintage collection in 2013. Reuters pointed out that it was perfectly apparent that
Slimane and Saint Laurents owner are searching out younger clients, born too late
to remember the many innovations of the houses founder (Anaya, 2013).
Saint Laurent Paris designs, produces and
distributes high-quality personal luxury
goods (About Yves Saint Laurent, 2012).
As Kering has control of whole process in
product development, the company offers
high quality in all merchandises to
customers.
Saint Laurent Paris offers ready-to-wear
with high quality, such as mostly wool,
silk, and leather, and all leather goods
became iconic products of the company,
such as handbags, small leather goods,
and shoes with high quality of leather so
that those leather goods became the most
protable products in the company.
Figure 12. Quality level of Saint Laurent Paris
French fashions
elegance
Luxury
Muscular
Feminine
High quality
Modernism
Leather




Tuxedo
tailoring
Detailing
Youth
Rock-Chick
Luxurious
essence
Well-polished
Pantsuits
(Heritage)
Yves Saint Laurents price range is from $34.00 cosmetics to $6,450.00 ready-to-
wear (Shop women, n.d.).
THE BRAND
PART I MARKET RESEARCH
22
FASHION CONCEPT
SOURCING MATERIALS
DESIGN PROCESS
Saint Laurent Paris positioned as worlds leading fashion brand in leather
goods. The Kering guarantees how they use leather in Luxury Goods
activities and where leather comes from. The group company mainly uses
cowhide sourced from Europe, of which some 65% comes from France, and
ensures full traceability precious skins used by its brands (PPR reference,
2010, p. 51).

Through careful management of its supply chain, Kering assures exceptional
product quality. The group company selects the very best materials and has
very strict control over production, whether in-house or by thoroughly
selected and controlled external partners. Overall, Kering constantly monitors
product development and the entire manufacturing process for quality control
(PPR reference, 2009, p. 42).



Saint Laurent Paris keeps traditions of design constructed by its founder and
brings more young and fresh in design that it is breathing new life into the
spirit of revolution and democracy in fashion, the essence of iconic style, and
impeccable Frenchs fashion elegance (PPR reference, 2013, p. 25).

The philosophy of Yves Saint Laurent turns fashion into art, with a mixture of
feminine and masculine, classic and trend-setting designs upended the
fashion world and still continues to surprise critics and fans. With Hedi
Slimane and new name of the company, Saint Laurent Paris, it becomes
more fresh, young, daring, and innovative design to satisfy younger clients
(Robinson, 2013).
PART I MARKET RESEARCH
23
MANUFACTURING
ARRANGEMENT
Kering has control of the whole process of product development, of
manufacturing, and of the distribution. Saint Laurent Paris is owned by
Kering that Kering focused on a single business, design, manufacture and
market desirable products (About Kering, 2012).
Production is divided between Italy and France, where an historic workshop
manufactures ready-to-wear garments. Through a license agreement with
LOreal, Saint Laurent Paris produces and distributes fragrances and
cosmetics (PPR reference, 2013, p. 24).
Saint Laurent Pariss products include womens and mens ready-to-wear
and accessories. Saint Laurent Paris produces the womens ready-to-wear
Rive Gauche line at facilities in France and licenses the right to manufacture
and distribute certain products, including womens and mens apparel,
accessories and eyewear (Kering Holland, 2014).
Parent Company
Control of the
whole process of
production and
distribution
DESIGN
France
Italy
MANUFACTURING
Creative Director
Total creative responsibility for the
brands image and all its collections
Hedi Slimane
License Agreement
with LOreal
Figure 13. Manufacturing Arrangement
(Source: www.kering.com/sites/default/les/document/ppr_ddr_2012_va.pdf)
FASHION CONCEPT
PART I MARKET RESEARCH
24
DISTRIBUTION
PRACTICES
The products are primarily sold through directly-operated stores where most
luxury brands in Kering are distributed to customers and the group company
ensures consistency regarding product display and service quality around
the world through directly-operated stores. Saint Laurent Pariss products
are also distributed through a limited number of exclusive franchise stores,
as well as the most prestigious boutiques, department and specialty stores
(PPR reference, 2009, p. 41).
Saint Laurent Paris opened agship store with new concept in Paris recently
and has been operating in the UAE for almost a decade as franchise
agreement and the joint venture will also open a agship Abu Dhabi store
that expansion of new store concept is the companys one of the huge
business investment (Duncan, 2013).








Retail Distribution
Wholesale
Distribution
License Distribution
Directly-Operated
Stores

Flagship Stores
Department
Stores

Specialty Stores
Flagship Store

Franchised Stores
(Limited number)
Figure 14. Distribution of Channels
(Source: www.kering.com/sites/default/les/document/ppr_ddr_2012_va.pdf)

FASHION CONCEPT
PART I MARKET RESEARCH
25
RETAILING
Saint Laurent Paris offers luxury products through directly-operated stores
accounted for 60% of the companys revenue in 2012, franchise stores, and
department and specialty stores. In 2013, the company has directly-operated 104
stores; best-performing regions were the Middle East, sales growth jumped up
20.8%, and Greater China, revenue rose 24.3%. Also, in its traditional markets,
sales were up a 14.9%. The company continues to expand its stores all around the
world (Kering rst, 2013, p. 22).

Several freestanding stores under franchise agreements opened all around the
world, notably in the Middle East and in Malaysia and the company continues to
sign a franchise agreement with UAE. Franchise stores opened mainly in the
Middle East as well as Asia Pacic where the regions became huge prot driver for
the company (PPR reference, 2009, p. 51).

As Saint Laurent Paris invested advertisement and media through editorial
exposure and celebrity product placements, the company could have more
competitive position in luxury markets and be more close to a broad range of
customers through media exposure (PPR reference, 2012, p. 29).
Saint Laurent Paris introduced its new store concept which was inspired by the
techniques and materials of French art deco and designed by Hedi Slimane that
new store concept expands worldwide aggressively. The ysl.com website became
a dynamic e-commerce platform that it gives customers more convenience to
shop and more close to customers so that the company could see strong growth
in revenue and brand recognition recently. The company has invested in social
media and communications as well that it has extraordinary success in social
platforms so, the company could approach many customers, especially the young,
and gain more huge popularity. The company had nearly 1.2 million fans on
Facebook and was one of the most popular luxury brands on Twitter over 1.1
million followers (PPR reference, 2013, p. 25).
FASHION CONCEPT
PART I MARKET RESEARCH
Gucci and Saint Laurent Paris have a strong brand presence in all
around world, but Gucci is more identiable brand. Within Kering, it
has luxury divisions, including Gucci, Saint Laurent, Alexander
McQueen, Balenciaga, Stella McCartney, and so on. Gucci and Saint
Laurent, as luxury fashion label, are catering to a luxury market (About
Gucci, 2012). Like Saint Laurent, Gucci distribute its variety of
products through the number of their directly operated stores and
controls its distribution channels effectively. The company has a strong
investment in the web that the online shopping experience is
equivalent to its brick and mortar. Also, Gucci has directly-operated
429 stores that are nearly four times higher than Saint Laurent (PPR
reference, 2013, p. 18).
26
MARKET POSITION
SAINT LAURENT PARIS:
TWO COMPETITORS
Louis Vuitton became a legend in the art of travel by creating luggage,
bags and accessories as innovative as they were elegant and practical
(Louis Vuitton, 2013). Most luxury market consists of small private
and publicly companies that make designer clothing, watches,
accessories, and other leather goods. Like Kering, LVMH is worlds
leading luxury good conglomerate operated over 60 brands so that
LVMH is the most direct competitor of Kering. LVMH includes the
luxury brands, such as Fendi, Donna Karan, Givenchy, Marc Jacobs,
and etc., that directly compete with Kering that includes Alexander
McQueen, Balenciaga, Saint Laurent, Gucci, and so on (LVMH,
2012).
GUCCI
LOUIS VUITTON
PART I MARKET RESEARCH
GUCCI
LOUIS VUITTON


GUCCI Headquarters - France

Via Don Lorenzo Perosi, 6
Scandicci, Firenze, 50018
Italy

Phone
39 0 55 29 00 17

Ofcial Store
www.gucci.com


27
GUCCI Corporate Ofce
Headquarters USA

Gucci America, Inc.
50 Hartz Way Secaucus, NJ 07094
United States

Phone
1 201 867 8800

Fax
1 201 348 5491
Figure 16. Gucci America, Inc.
(Source: www.corporateofceheadquarters.com/2013/04/gucci-
usa-corporate-ofce-headquarters.html#.UuwEYf1PqhY)
Figure 15. Gucci Headquarters
(Source: www.hoovers.com/company-information/cs/company-
prole.GUCCIO_GUCCI_SPA.33c53017cb234011.html)
Figure 17. Photo of Gucci ad campaign
(Source: www.fashiongonerogue.com/amanda-wellsh-elisabeth-erm-gucci-springsummer-2014-campaign/)
COMPETITION 1: GUCCI
CONTACT INFORMATION
MARKET POSITION
PART I MARKET RESEARCH
28
LUXURY
Gucci ! Bottega Veneta ! Saint Laurent ! Alexander Mcqueen ! Balenciaga !
Brioni ! Christopher Bane ! McQ ! Stella McCartney ! Sergio Rossi ! Boucheron
! Dodo ! Girard-Perregaux ! JEANRICHARD ! Pomellato ! Qeelin
SPORT & LIFESTYLE
Puma ! Volcom ! Cobra ! Electric ! Tretorn

(Luxury brands, 2012)
COMPETITION 1: GUCCI
ORGANIZATIONAL
STRUCTURE
Gucci was founded in Florence in 1921, Gucci is one of the worlds leading
luxury fashion brand and has over 90 year history, which is owned by French
company Kering (previously known as PPR), like Saint Laurent Paris.

Patrizio di Marco, Gucci President and CEO, and Frida Giannini, the Creative
Director, have further reinforced the long-standing values of the brand.

With a renowned reputation for quality and Italian craftsmanship, Gucci
designs, manufactures and distributes highly desirable products, including
leather goods (handbags, small leather goods, and luggage), shoes, ready-
to-wear, silks, timepieces and ne jewellery. Gucci products are sold
exclusively through a network of directly-operated boutiques, a directly-
operated e-commerce website, a limited number of franchises as well as
selected department and specialty stores (PPR reference, 2013, p. 18).
MARKET POSITION
PART I MARKET RESEARCH
29
CURRENT SALES
Gucci saw "1,755 million in revenue in rst-half 2013, up to 1.6% as reported
and 4.1% at comparable exchange rates against the same period of 2012.
Guccis recurring operating income for rst-half 2013 advanced 6.7% on a
reported basis year on year to " 556 million. All of Guccis main product
categories delivered robust sales growth during the period. Specically,
Leather Goods have shown the most promising growth, 58.4%, in all sales of
product category.
The Middle East, Latin America and Eastern Europe had very sustained
growth in spite of the unfavorable economic environment in Europe.
Especially, Asia-Pacic regions generated promising revenue growth. And,
revenue was generated in its mature markets climbed 5.7% on a comparable
basis (Kering rst, 2013, p. 18-19).
Figure 18. Gucci Revenue 2012-2013
(Source: www.kering.com/sites/default/les/document/
ppr_ddr_2012_va.pdf)
FINANCIAL STANDING
! 1,727.80
! 1,754.80
! 521.00
! 556.00
2012
2013
REVENUE & RECURRING
OPERATING INCOME OF FIRST-
HALF 2012-2013 (in ! million)
Revenue Recurring operating Income
Figure 19. Gucci Revenue 2012 by product and
regions
(Source: www.kering.com/sites/default/les/
document/ppr_ddr_2012_va.pdf)
MARKET POSITION
+1.6%
+6.7%
PART I MARKET RESEARCH
30
STYLE
CONCEPT
NUMBER OF STORES
GEOGRAPHIC
DISTRIBUTION
High fashion. Italian style. Traditional craftsmanship. Global consciousness.
Gucci embodies all these characteristics, producing exquisitely crafted luxury
goods with a thoroughly modern sensibility. Gucci is deeply positioning in
luxury market with modernity, craftsmanship, and sophistication (About
Gucci, 2012).

Gucci President and CEO, Patrizio di Marco, has made the long-standing
values of the brand which include the mission of made in Italy, outstanding
quality and superior artisan craftsmanship while perfectly combining them
with its fashion authority and versatility (PPR reference, 2011, p. 20).


Gucci has a powerful geographic and global presence across the world.
Gucci operates in ve regions around the world, including; Western Europe,
North America, Japan, Asia-Pacic and emerging countries.
Gucci operated 446 stores directly, including 179 in emerging countries, of
which 74 in Greater China. Excluding the reclassication of 11 Korean points
of sales as
directly-operated
stores, the brand
added six new stores
during rst-half 2012
(Kering rst, 2013, p.
19).
Figure 20. Gucci Revenue 2012-2013
(Source: www.kering.com/sites/default/les/document/
ppr_ddr_2012_va.pdf)
MARKET POSITION
PART I MARKET RESEARCH
31
MAIN CATEGORIES OF
MERCHANDISE
Gucci designs, manufactures and distributes highly desirable products,
including leather goods (handbags, small leather goods, and luggage),
shoes, ready-to-wear, silks, timepieces and ne jewellery. Gucci has a
strong presence in leather goods across the world. Eyewear and fragrances
are manufactured and distributed under license by global industry leaders in
these two sectors (PPR reference, 2013, p. 18). Also, Gucci launched
kids line for infants and children.

In 2002, Gucci Fashion and Accessories are distributed in 31 franchised
stores. Through Gucci Timepieces, located in Neuchatel Switzerland, the
Company assembles and distributes Gucci brand timepieces. Watches,
which the company has more than one dozen distinct models, are
distributed in all major markets around the world (Kering Holland, 2014).
Figure 21. Guccis categories of merchandise
(Source: www.gucci.com/us/home)
GUCCI WOMEN GUCCI MEN GUCCI KIDS
handbags ready to wear
shoes evening
wallets hats & gloves
belts scarves & shawls
small accessories ne jewelry
technology silver & fashion
jewelry
lifestyle bags watches
luggage & travel sunglasses
pet fragrances
shoes ready to wear
belts suiting
wallets formal wear
small accessories ties
luggage & travel scarves
bags & business ne jewelry
hats & gloves silver
jewelry
sunglasses fragrances
pet watches
baby girl girls (2-12 years)
baby boy boys (2-12years)
baby shoes toddler shoes
baby accessories kids shoes
diaper bags kids
accessories
Accessories kids travel
for mom jewelry
MARKET POSITION
PART I MARKET RESEARCH
32
PRICE/QUALITY LEVEL
Gucci has become targeted women and men who are middle aged and high
status individuals. And, they have high income that they do not care about
high price points and they are more conscious of high quality and glamorous,
innovative design. Also, Guccis target customers are usually expecting chic
and sophisticated design that Gucci targets working women and men in the
35-55 age range (Gucci SWOT, n.d.).
Gucci aims for high fashion,
timeless, and luxury goods that are
exquisitely crafted. Gucci
represents the best of Made in Italy
with its combination of elegant
opulence, high artisanry, and
contemporary glamour.
Gucci has become 90 year history
and every Gucci piece carries with
artisanal quality and unparalleled
design (About Gucci, 2012).
The company has been positioning
in high, crafted quality.
Figure 22. Quality Level of Gucci
TARGET MARKET
French fashions elegant
Luxury
Craftsmanship
High quality
Contemporary
Artisan
Timeless
Opulence
Guccis handbags and ready-to-wear mostly consist of high quality of
fabrics made in Italy. Guccis price range is from $80.00 fragrance to
$13,200.00 handbags (Guccis collections, 2012).

MARKET POSITION
PART I MARKET RESEARCH


Louis Vuitton Headquarters - France
22 Avenue Montaigne
Paris, 75008 France

Phone
33 1 44 13 22 22

Fax
33 1 44 13 21 19

Corporate Website
www.lvmh.com

Ofcial Store
www.lousivuitton.com


33
Louis Vuitton Corporate Ofce
Headquarters USA

19 East 57th Street New York, NY
100222
United States

Phone
1 212 931 2000

Figure 23. Louis Vuitton Headquarters France & US (Source:
www.hoovers.com/company-information/cs/company-
prole.LVMH_Mot_Hennessy_Louis_Vuitton_SA.f120d33f05a
daa0d.html)
Figure 24. Louis Vuitton 2014 ad campaign
(Source: stylerumor.com/blog/2013/12/19/louis-vuitton-spring-summer-2014-ad-campaign/)
COMPETITION 2:
LOUIS VUITTON
CONTACT INFORMATION
MARKET POSITION
PART I MARKET RESEARCH
34
ORGANIZATIONAL
STRUCTURE
LVMH is the worlds leading luxury good conglomerate, having 60 different
brands that have positioned premium product categories (Standard &
Poors, 2013).

The group operates ve different sectors, including Wines & Spirits, Fashion
& Leather Goods, Perfumes & Cosmetics, Watches & Jewelry, and Selective
retailing (LVMH group, n.d.).

LVMH Moet Hennessy Louis Vuitton SA produces and markets luxury goods
under various product categories and brands. The company primarily
operates in Europe, Asia and the U.S. It is headquartered in Paris, France,
and employed 106, 348 people as of 2012 (LVMH Moet, 2013, p. 3).






Selective retailing (4)

Perfumes & Cosmetics (11)

Watches & Jewelry (7)

Wine & Spirits (22 Brands)




Louis Vuitton
Donna Karan
Fendi
Kenzo
Celine
Thomas Pink
Berluti
Givenchy
Loewe
Marc Jacobs
Emillio Pucci
Edun
NOWNESS
Fashion & Leather Goods
Figure 25. Louis Vuitton Organizational Structure
(Source: www.lvmh.com/the-group/lvmh-companies-and-brands/fashion-leather-goods/louis-vuitton)
COMPETITION 2:
LOUIS VUITTON
MARKET POSITION
PART I MARKET RESEARCH
35
CURRENT SALES
LVMH saw revenue increases in Fashion & Leather Goods, which is most protable
sector in the group companies during 2012-2013.
By geographic region of delivery, the revenue in Europe slightly declined from 20%
in 2012 to 17% in 2013 because of the unfavorable economic environment.
Inversely, the revenue in Asia excluding Japan was increased by 2 points and 1
point in other markets. The statistics show that LVMH is most popular and has a
strong brand power in Asia (Summary half, 2013, p. 8).

Louis Vuitton continued to focus on product quality and distribution excellence that
the company saw excellent momentum of leather lines and good progress of ready-
to-wear. Also, the company continued to expand store network (LVMH Q3 2013
Revenue, 2013, p. 5).
Figure 26. LVMH 2013 Revenue
(Source: www.lvmh.com/uploads/assets/Com-/Documents/en/Reports/Rapport_nancier_semestriel_2013_VA.pdf)
FINANCIAL STANDING
MARKET POSITION
PART I MARKET RESEARCH
36
STYLE
CONCEPT
NUMBER OF STORES
GEOGRAPHIC
DISTRIBUTION
Louis Vuitton originally designed airtight canvas trunks with at bottoms
and then he had his trademark signature brown and tan checked pattern
(Louis Vuitton label, n.d.).

Group companies long-term success is rooted in a combination of artistic
creativity and technological innovation. And, the group companies aim for
every detail in products and ensure the perfection of their products
(Group mission, n.d.).

Louis Vuitton is always leading the avant-garde of fashion without
compromising traditional craftsmanship and its design reects innovation
blended with tradition (Company overview, n.d.).



LVMH reaches luxury markets globally: in 2012, the US accounted for
23% of group revenues, France 11%, rest of Europe 20%, Japan 8%, rest
of Asia 28%, and other markets 10%. LVMH distributes through 3,204
direct-operated stores and other third-party points of sale (Standard &
Poors, 2013).

The most protable sector is fashion and leather goods: in 2012, the
number of stores around the world is 1,280 and the number of stores is
1,246 in 2011. And, the group saw the revenue of Fashion & Leather
Goods increased, " 9,926 in 2012, compared to previous year, "8,712 in
2011 (Key gures, n.d.).
MARKET POSITION
PART I MARKET RESEARCH
37
MAIN CATEGORIES OF
MERCHANDISE
LVMH operates across the ve major luxury categories, including fashion and
leather goods, wines and spirits, perfume and cosmetics, watches and
jewellery, and selective retailing. Fashion and leather goods division is the main
contributor to group prots that division includes those brands: Louis Vuitton,
Donna Karan, Fendi, Kenzo, Celine, Thomas Pink, Berluti, Givenchy, and so on
(Standard & Poors, 2013).

Louis Vuitton, one of the most high-margin of luxury brands in LVMH, operates
trunks, leather goods, handbags, ready-to-wear, shoes, watches, jewelry,
accessories, sunglasses, and books (Company overview, n.d.).

Louis Vuitton also sells Icons, Mon Monogram, and Legendary Monogram in
womens category as well as Mon Monogram in mens section {Louis Vuittons
women, 2013).
Handbags Icons
Small leather goods Mon Monogram
Accessories The Legendary
Travel Monogram
Shoes Technical Cases
Ready-to-wear
Fine jewelry
Timepieces
Books
Mens Bags Mon Monogram
Small leather goods
Technical Cases
Accessories
Travel
Shoes
Ready-to-wear
Fine jewelry
Timepieces
Books
Figure 27. Louis Vuitton Categories of Merchandise
(Source: www.louisvuitton.com/front/#/eng_US/Collections/Women)
MARKET POSITION
PART I MARKET RESEARCH
38
PRICE/QUALITY LEVEL
Louis Vuittons target customers are premium segment men and women who
are relatively rich working customers as well as customers who need to
travel around world. Louis Vuitton became famous around Europe and the
most popular and favorite luxury brand around world, especially Asia-Pacic
region. With Louis Vuitton iconic handbags, many young women with middle
class could enjoy its products and its clean design with practical function
could appeal to all ages and social groups (Louis Vuitton SWOT, n.d.).
The mission of the LVMH group is
to represent the most rened
qualities of Western Art de Vivre
around the world. The group
companies aim for product
excellence by ensuring the quality,
endurance, and perfection of their
products for their customers
(Group mission, n.d.).
Louis Vuitton plays a role in
developing modern luxury as well
as the company reects its
passion of excellence in the
products. Figure 28. Quality Level of Louis Vuitton
TARGET MARKET
Innovation
Avant-
garde
Rene
Modern luxury
Elegance
High quality
Tradition
Creativeness
Louis Vuitton was elegant and practical design and now is active on creative
spheres on design (Group mission, n.d.). Its recent collections consist of
high quality fabrics, such as cotton, cashmere, leather, and silk, as Saint
Laurent Paris and Gucci used for their collections. Louis Vuittons price range
is from $33.00 books to $24,700.00 handbags (Louis Vuittons women,
2013).
MARKET POSITION
PART I MARKET RESEARCH
39
SAINT LAURENT PARIS
SWOT ANALYSIS
" Historical legacy
" Owned by Kering: Strong brand
portfolio enables quick
penetration and sustains brand
loyalty



" Low margin and limited
geographic and global presence
compared to competitors
" Not well known in the average
household as other luxury
brands like Louis Vuitton or
Gucci

" Expanding into Asia-Pacic
countries and emerging markets,
like Middle East
" Development of e-commerce
and new store concept as well
as retro branding of collection
that has more appealing design
than its competitors
" Recession in European and
American markets
" Facing intense competition from
Gucci and Louis Vuitton, which
are more identiable brands and
have strong brand power around
the world

Strengths
Opportunities
Threats
Weaknesses
SAINT LAURENT
P A R I S
MARKET POSITION
PART I MARKET RESEARCH
40
EXPLANATION OF
SWOT ANALYSIS
Strengths
Yves Saint Laurent has a long history that Saint Laurent opened his own couture
house with Pierre Berge in 1961 and then he opened the Rive Gauche pret-a-
porter boutique in 1966 to sell his designs directly to the public attention. With
Rive Gauche ready-to-wear boutique, he popularized ready-to-wear to
democratize fashion. Saint Laurent wanted women to make their own personal
style with his clothing. Saint Laurent himself, many endorsers and loyal customers
do love and respect Saint Laurents design concept.
Saint Laurent Paris is owned by Kering that offers two fast growing segments
across the world; luxury brands, including Gucci, Alexander Mcqueen, Balenciaga,
Stella McCartney, etc., and sport & lifestyle brands, including Puma, Volcom, etc.,
that are best known brands across the world. With strong brands and worldwide
recognition, Saint Laurent Paris enable to penetrate new markets easily as well as
retaining customers in a highly competitive environment (Kering SWOT, 2013).
Weaknesses
Saint Laurent Paris is not well known in the average household as other luxury
brands like Louis Vuitton or Gucci. Louis Vuitton and Gucci have a strong brand
power all around the world. Gucci is also owned by the same company, Kering,
and Gucci is one of the leading luxury brands in the world. Also, LVMH operates
through a multi-brand concept which means the company produces and sells its
products under the different brands and has strong brand portfolio, like Kering.
Also, Gucci and Louis Vuitton have more strong geographic presence and nancial
performance than Saint Laurent Paris (LVMH SWOT, 2013).
Kering saw that the groups revenue has shown a steady increase in recent times,
but its prot margins have not been able to keep up with the margins of its
competitors, LVMH and Gucci. According to the statistics, Kerings operating
margin was 18.1% in 2012, while LVMH had an operating margin of 20.4%
(Kerings SWOT, 2013).

MARKET POSITION
PART I MARKET RESEARCH
41
Opportunities
Saint Laurent Paris continues an strong expansion of its global retail presence
with new store concept. The company focuses on emerging markets as well as
US, Europe, and Japan. Also, Saint Lauren Paris saw growing revenue in Asia-
Pacic countries and emerging markets, like Middle East and China so that the
company also expands global presence into the strong markets in those
countries.
In recent business time, Saint Laurent Paris has strong investments and
development of brand. When Hedi Slimane was appointed as Creative Director
at Saint Laurent Paris, he wanted to rebrand, such as youth, freedom and
modernity so that he changed its original logo to Saint Laurent Paris and
introduced new retro branding in 2012 that retro collection hit the stores. With
its new collections, Saint Laurent Paris appeals many of young people, who
dont understand about its founder, Yves Saint Laurent, and its core brand
identity. Also, Saint Laurent Paris develops e-commerce and new store concept
that have more appealing design than its competitors (PPR reference,
2012, p. 25).
Threats
Although Saint Laurent Paris saw a stable revenue increases in Europe and
U.S., the company could not see high revenue increases because of rising
labor costs in European and American markets. Saint Laurent Paris signicantly
operates in Europe so that increasing labor costs could affect the groups
operating costs and could impact the revenue inversely. Saint Laurent Paris has
been facing intense competition from Gucci and Louis Vuitton, which are more
identiable brand and have strong brand power around the world. Gucci and
Louis Vuitton have more strong global presence and nancial performance than
Saint Laurent Paris. Also, they are signicantly larger and have substantially
greater resources than Kering (Kering SWOT, 2013).
EXPLANATION OF
SWOT ANALYSIS
MARKET POSITION
PART I MARKET RESEARCH
42
PRODUCT COMPARISON
When Hedi Slimane was appointed as Creative Director at Saint Laurent Paris
in 2012, he renamed the brand and rebranded its collections that its design
concept and trends have become very young but he recaptured its core brand
value, freedom and modernity. Thus, Saint Laurent Paris offers girls look
through 2013 and 2014 collection that collections showed Slimanes obsessive
reconceptualization of Girls Today (Blanks, 2013).

Saint Laurent Pariss ofcial website offers luxury dress, tailored shirt and
jacket, leather jacket, trench coat, and sweatshirt that they focused on the
young people compared to Gucci (Shop women, n.d.). Gucci offers more chic
and sophisticated looks focusing on working women and men featuring of
looks with very splendid pattern (Gucci collections, 2012). Louis Vuitton offers
clothing with colorful grid pattern and very feminine look, while Saint Laurent
Paris offers mostly clothing with black color and rocker chic look.

Gucci has very similar trend with Saint Laurent Paris. Guccis trends are paint
it black and second skin that Gucci offers dress, jacket, bags, and
accessories with all black and bags, pants, and accessories with chic leather
(Guccis collections, 2012). Louis Vuittons collections are also very similar
with Saint Laurents collection, such as girls look and puck (Louis Vuittons
women, 2013). Also, Saint Laurent Paris and two competitors have similar
design concept that is classic, practical, and sophisticated look when it comes
to handbags. Louis Vuitton and Saint Laurent Paris are very similar design
concept in recent RTW collections, such as muscular-feminine, punk, casual-
chick look, and girls look.

MARKET POSITION
PART I MARKET RESEARCH
43
Saint Laurent Paris has its own iconic style that it is muscular feminine and
rocker chic looks as well as Yves Saint Laurents core brand concept, the
founder of Rive Gauche. Hedi Slimane is obsessed with girls look so that he
introduced vintage, punk, and rocker chic look in two collections but, he keeps
Yves Saint Laurents core brand identity; freedom and modernity.

In directly opposition to Saint Laurent Paris, Gucci has comfortable look trend
which is sporty new direction, track pants, basketball shorts, and lose tops with
colorful pattern. Also, collection has freer in silhouette as well as luxury that is
Guccis main design concept (Phelps, 2013).
Louis Vuitton has mix and match trend and texture play in RTWs offering that
collections have very feminine and classic look so that clothing with those trends
embraces a wide range of customers age as well as avant-garde rock-chic looks
(Louis Vuittons women, 2013).

The trends Saint Laurent Paris should consider for upcoming season are that
different design concept, material uses, and silhouette. Hedi Slimane do love
girls look, punk, and vintage concept shown in 2013 and 2014 collections that
girls look was introduced in 2013 collection and it was shown in 2014 collection
again. It is understandable that Saint Laurent Paris and Kering need to appeal
more young people that have strong purchasing power so that the company
showed those two similar collections. However, Saint Laurent Paris should
consider its core brand value for upcoming collection, such as tailored muscular
feminine tuxedo with perfect tting and trouser suit that gives edge and classic
look and embraces a broad range of customers. Also, many of loyal customers
might expect that Saint Laurent Paris would show those muscular feminine and
more classic looks, which are its core brand value, in its collection again.
PRODUCT COMPARISON
MARKET POSITION
PART I MARKET RESEARCH
44
Figure 31. Saint Laurent Spring 2014
Ready-To-Wear
(Source: www.style.com/fashionshows/
review/S2014RTW-YSLRG)
Figure 30. Saint Laurent Resort 2014
(Source: www.style.com/fashionshows/
review/2014RST-YSLRG)
Figure 29. Saint Laurent Fall 2013 Ready-To-
Wear
(Source: www.style.com/fashionshows/review/
F2013RTW-YSLRG)
Figure 32. Saint Laurent handbags & small leather goods
(Source: www.ysl.com/us/shop-product/women/handbags)
SAINT LAURENT PARIS
RTW & LEATHER GOODS
PRODUCT COMPARISON
MARKET POSITION
PART I MARKET RESEARCH
45
PRODUCT COMPARISON
Figure 34. Gucci Spring 2014 Ready-to-Wear
(Source: www.style.com/fashionshows/review/S2014RTW-
GUCCI)
Figure 33. Gucci Resort 2014 Ready-to-Wear
(Source:www.style.com/fashionshows/review/2014RST-
GUCCI)
Figure 35. Gucci handbags & small leather goods
(Source: http://www.gucci.com/us/category/f/handbags)
GUCCI
RTW & LEATHER GOODS
MARKET POSITION
PART I MARKET RESEARCH
46
PRODUCT COMPARISON
Figure 36. Louis Vuitton Resort 2014
(Source: www.style.com/fashionshows/review/2014RST-
LVUITTON)
Figure 37. Louis Vuitton RTW 2014
(Source: www.style.com/fashionshows/review/S2014RTW-
LVUITTON)
Figure 38. Louis Vuitton handbags & small leather goods
(Source: www.louisvuitton.com/front/#/eng_US/Collections/Women/Handbags)
LOUIS VUITTON
RTW & LEATHER GOODS
MARKET POSITION
PART I MARKET RESEARCH
47
Figure 39. Saint Laurent Paris ad campaign 2014
(Source: ooks.net/outts/saint-laurent-campaign-springsummer-2014/)
Figure 43. Louis Vuitton ad campaign 2014
(Source: www.wanipedia.com/2014/01/new-update-fashion-and-
style-louis.html)
Figure 41. Gucci ad campaign 2014
(Source: thevividluxuryblog.co.za/gucci-fw-2013-2014-advertising-
campaign/)
Figure 42. Gucci website
(Source: www.gucci.com/us/home)
Figure 40. Saint Laurent Paris website
(Source:www.ysl.com/us)
Figure 44. Louis Vuitton website
(Source: www.louisvuitton.com/front/#/
eng_US/Homepage)
MARKET POSITION
PART I MARKET RESEARCH
PRODUCT COMPARISON
AD CAMPAIGN &
OFFICIAL WEBSITE
48

PART II

LINE DEVELOPMENT


SAINT LAURENT PARIS
49
TARGET CUSTOMER
She is in her mid thirties, age 35, and she currently
works as a fund manager at the one of the best
nancial service company in New York. She was born
in upper east side in New York where she lived with her
parents, both doctors. From her childhood, she had a
talent for numbers and statistics that she went to high
school of economies and nance and she also enjoyed
her school life. And then, she attended New York
University, where she majored in nance and statistics.
After graduating from college, she interned at Credit
Suisee in New York and then she worked as a portfolio
manager, which was responsible for investing a mutual
and exchange-traded funds assets, in Credit Suisee for
several years. She really admired Morgan Stanley so
that now she currently works as a fund manager at
Morgan Stanley.
She lives in Chelsea in New York which is
known for its art galleries and has many
entertainments that she can enjoy her life. She
likes visiting galleries to see any art of works as
well as traveling for relaxing. She usually does
yoga and exercise in tness center before going
to work. On the weekends, she goes to the
restaurants and clubs to hang out with her
friends. Also, she do loves watching musical
that she goes to the Broadway to see musicals.
Figure 45. Target customer
(Source: the-opsis.com/blog/28/1/2014-paris-
haute-couture-week)
Figure 46. Target customers lifestyle & Chelsea (Source:
www.wantdrivinglessons.com/chelsea)
PART II LINE DEVELOPMENT
50
She currently earns around $170,370 per year (Occupational employement,
2013). Her rst priority for paying is her apartment located between West 27
th
and
West 28
th
Streets that she pays $3,695 per month (Manhattan housing, 2014).
TARGET CUSTOMER
She visits brand boutiques in Soho and
fth avenue as well as some concept
stores once a month. She spends
approximately between $2,500 and $5,800
per visit depending on merchandise
categories.
She usually visits her favorite stores, Saint
Laurent Paris, as well as Louis Vuitton and
Gucci because she loves wearing chic,
edge, and manish look as well as casual
style with rock-chic look that Saint Laurent
offers.

She visits fashion website, WGSN, to
obtain style information and what the latest
fashion trends are and she visits,
style.com, to see about designers latest
collections as well. Also, she subscribes
fashion magazine, such as Vogue, Barzar,
and Elle for fashion styling.
Figure 47. 5
th
avenue & Soho
(Source: www.pinterest.com)
Figure 48. Fashion magazines
(Source: www.allyoucanread.com/top-10-fashion-
magazines/)
PART II LINE DEVELOPMENT
51
TARGET CUSTOMER
Figure 49. Target customers styles for upcoming season
(Source: style.com)
Recently, she is seeking for androgynous and feminine looks for upcoming
season, such as slouchy tailored suits, oversized coat, and skirt suits, because her
favorite style is manish look. Also, she wants to achieve modern and minimal look
by mixing and matching her own wardrobe with feminine looks so that she could
make her look keep edge and chic and achieve feminine and minimal look with
androgynous and retro vintage look.
Saint Laurent Paris and some other designers, including Lanvin, Christopher Kane,
Louis Vuitton, Antonio Marras, and so on, showed androgynous chic and feminine
looks for their Fall 2014 and last fall season, such as very tailored pants suit,
oversized coat, wide shoulder with cinched waist, cut-out dress, leather, tartan,
and metallic that those key trends would perfectly match Saint Laurent Pariss fall
2014 collection.
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PART II LINE DEVELOPMENT
52
Whenever fall season coming, comfortable and cozy silhouette, masculine tailoring,
retro look, and sports-chic with warm and bold, rich color, and monochrome toned
palette usually become predominant fashion trend that those silhouette or look
provide bulkier volume for layering and femininity as well as minimal and chic look
with neutral colors and warm feeling with rich colors. In fall 2014, the most
predominant trend theme is androgynous, sleep walker, retro; 50,60, and 70s,
heritage; plaid, slit major, and sports (Womens trend, 2013).
Androgynous look always is dominant trend in fall season that gives chic and edge
look as well as retro vintage look, 50, 60, and 80s revival, that provide feminine and
modern minimalism. Also, plaids and sports look are still popular trend in fall 2014.
Specically, fall 2014 collection will be featuring more key items for womens lifestyle
rather than weather-related clothing unlike last fall collections (LeTrent, 2014).
TREND REPORT
Figure 50. Womens Trend Themes F/W 2014-15
(Source: weconnectfashion.com/do/getarticle.fcn?&type=trends&SearchString=f/w+2014&id=737870PW0000123&start=10&tr=10)
(Source: www.fashionising.com/trends/b--fall-2014-fashion-trends-autumn-winter-2014-fashion-65820.html)
PART II LINE DEVELOPMENT
53
TREND REPORT
Key Items
In terms of key items, the key items for
fall 2014 are mostly related to the
silhouette and trend theme, including
shearlings for outwear with cozy furs,
leather, slouchy suits, oversized coat,
blanket coat, single and double-
breasted wool coat, A-line coat,
cinched waist dress, shift dress,
culotte, and dressy sweater (Trend
reports, 2014). Also, asymmetric,
wrap skirts, slit mini-skirts, and cut-out
dresses are very popular key items for
fall 2014 that have been showing many
times in the latest designers
collections.
Silhouettes
In terms of silhouettes, silhouette
becomes oversized look with boxy
shoulder, bulkier and elongated
shape for top, jacket, coat, and pants
that gives androgynous and
comfortable, wearable look. And, t-
and-are shapes and mini-skirt
silhouette for dresses and skirts that
gives femininity.

Figure 51. Silhouettes Fall 2014
(Source: www.swide.com/photo-gallery/women-trends-fw-2014-
from-milan-london-paris-fashion-weeks-2013/2013/03/07/18-18)
Figure 52. Key Items Fall 2014
(Source: www.style.com/trendsshopping/trendreport/
012714_Pre_Fall_Trend_Report/#!trend-report/feature/curtain/landing)
PART II LINE DEVELOPMENT
54
TREND REPORT
Colors
In terms of colors, monochrome color, such as
black, white, and charcoal, are the most important
core colors. As predominant cool colors from the
previous season shifts to warm tone, rich shades
and bold color palette are dominant color in fall
2014 but, cool colors still act as accents as well
as metallics. Berry tones, ultra blue, new mallard
green, and Thai orange act as a fashion color
(WGSN, 2014). Also, red and pales colors play
an important role for this season acting as fashion
color (Doneger, 2013).
Fabrics
In terms of fabrics, natural skins and furs, leather,
wool, and plaids or tartan are the dominant trend
of fall 2014 as well as houndstooth, softly
romantic fabrics in full of tweeds, twills, hairy and
furry textures, and winter lace and sheers. Also,
embellishments are important key items as well. In
terms of prints, plaid stays on as a major pattern
trend in fall/winter 2014 as well as digital prints,
folk motifs, psychedelic prints, and modern art
(Parascan, 2013). Print trend themes, including
industrial evolution, modern myth, and rendering
reality, are also popular for fall 2014 (WGSN,
2013).
Figure 54. Color Trend Fall 2014
(Source: www.donegercreativeservices.com/en/136911.htm)
Figure 53. Key Fabrics Fall 2014
(Source: http://www.wgsn.com/content/section/product-
categories/textiles.html)
PART II LINE DEVELOPMENT
55
TREND REPORT
With aspects from the forecasts of fall 2014 fashion trend, the theme of my
companys line for fall 2014 is nous la libert which literally means give us
freedom and it is Yves Saint Laurents design philosophy. The theme is the
combination of masculine-chic and retro-vintage look that is predominant trend
theme in fall 2014 so, it would give manish-look and femininity that theyre the
signature looks of the company and the collection will stand out structure.

Silhouettes
In terms of silhouettes, it would mostly consist of masculine and ample
silhouettes with boxy shoulder on the tops, slouchy pants, mini and knee length
on skirts, and elegant sexy cut-out on dress.
Key Items
In terms of key items, it would be featuring with the signature look, such as le
smoking tailored suit, leather jacket, oversized pea-coat with drop shoulder,
sheer and leather shirt, tailored and leather bottoms, slit miniskirt, are skirt, and
elegant shift dress.
Fabrics & Prints
In terms of fabrics, it would be made of mostly wool, leather, houndstooth, silk,
and metallic or lam as well as Lurex and digital tweed. In terms of prints,
industrial patterns and modern collage themes will be featuring for the collection.
Colors
In terms of colors, black as a signature color of the company will be predominant
color but, white, charcoal, brown stone, and skin as core colors; red, claret,
shocking pink, coal blue, green, blueprint, and purple as fashion colors; metallics
(gold & silver) as accent colors will be used for the collection.

SAINT LAURENT
LINE THEME
PART II LINE DEVELOPMENT
56
CONCEPT BOARD
Architecture 101 (Womens Revolution)
The collections theme reects the combination of feminine and masculine that it is
inspired by 60s fashion and its trend gives unisex silhouette as well as manish and
ladylike looks. In the 60s era, mens trend was very tailored-suit look and womens trend
was rened femininity and elegant style. Also, it reects Yves Saint Laurents core design
philosophy that he designed womens clothing to give freedom without loosing
aesthetics.
Figure 55. Concept Board
PART II LINE DEVELOPMENT
57
WGSN and Doneger state that monochromatic and soft mid-tones are core colors
for a subtle, salable color story. Warm tones, red shades, ultra blue, purple, and
green act as fashion color. Pastel colors, such as pink pearl, peach, and pale skin,
give fresh look on tops and bottoms. Metallic gold and silver are strong accent
colors and cool colors still act as accent colors that add warmth and shine
(WGSN, 2013).

For the new line of the company, Saint Laurent Paris will keep its signature color,
black. Main colors consist of neutral colors and warm-tone and deep-rich color,
such as charcoal, deep blue, red alert, and malachite. Also, some accent colors will
be used vivid green, pea, or metallic gold.


# Naturally Neutral
- Pure black, charcoal, light grey, walnut, dark chocolate, and midnight blue in
combination of different fabrications for comfortable, salable color story
(Doneger, 2013).
COLOR STORY
PANTONE
16-0924
PANTONE
14-4201
PANTONE
19-3803
PANTONE
19-3903
PANTONE
19-0000
PANTONE
19-3939
PART II LINE DEVELOPMENT
58
# Playful
- Ruddy shade, Thai orange, shocking pink, ultra blue, and brown stone are crayon
colors that highlight the Autumn clothing and can be used for plaids and
knitwear (Doneger, 2013).
PANTONE
18-1662
PANTONE
16-1255
PANTONE
18-2333
PANTONE
18-4252
PANTONE
19-1116
PANTONE
11-4800
PANTONE
12-2103
PANTONE
13-1114
PANTONE
11-0107
# Pastel Pales
-Pure white, peach, pale skin, and pink and blue pearl are light and airy color
for oversized coats and tops that pales colors can be harmonized with neutral
color (Parascan, 2013).
PANTONE
14-4317
COLOR STORY
PART II LINE DEVELOPMENT
59
# Mineral
- Vivid green, pea, lemon, and metallic gold and silver act as accent colors that can
be used on tops, bottoms, and dresses for giving highlight and entertainment look
(WGSN, 2013).
# Sumptuous & Saturated
- Rich and deep colors acting as fashion color offer a luxurious, glamour
look for tops and bottoms that can be used in wool and leather; Surf the
web, tawny leaves, emerald purple and green, and malachite (Parascan,
2013).
PANTONE
19-3952
PANTONE
19-1725
PANTONE
19-2924
PANTONE
19-5920
PANTONE
19-4535
PANTONE
17-5936
PANTONE
17-0535
PANTONE
12-0740
PANTONE
16-0836
PANTONE
14-5002
COLOR STORY
PART II LINE DEVELOPMENT
60
Figure 56. Color matrix for A/W 14/15
(Source: http://www.wgsn.com/content/report/Creative_Direction/Autumn_Winter_2014_15/a_w_14_15_global_colour_analysis.html)
PANTONE
17-1462
PANTONE
13-0752
PANTONE
17-6153
PANTONE
18-4252
PANTONE
18-2333
PANTONE
16-1255
PANTONE
18-1662
PANTONE
15-0955
PANTONE
18-3945
PANTONE
18-3230
PANTONE
18-3840
PANTONE
11-4800
PANTONE
11-0604
PANTONE
12-2103
PANTONE
13-0624
PANTONE
14-4505
PANTONE
13-4110
PANTONE
13-4105
PANTONE
17-1328
PANTONE
16-1441
PANTONE
17-0839
PANTONE
16-5515
PANTONE
17-3808
PANTONE
17-1048
PANTONE
18-1454
PANTONE
18-5112
PANTONE
18-1807
NEUTRALS
PANTONE
14-0000
PANTONE
13-1008
PANTONE
15-1316
BRIGHTS
SATURATED
MID-TONES
SOFT
MID-TONES DARKS PASTELS
PANTONE
18-4105
PANTONE
18-1246
PANTONE
18-1555
PANTONE
18-0515
PANTONE
18-3918
PANTONE
19-3803
PANTONE
18-1048
PANTONE
19-1532
PANTONE
19-5920
PANTONE
19-4535
PANTONE
19-3953
PANTONE
18-2027
PANTONE
19-1218
PANTONE
19-1521
PANTONE
19-4118
PANTONE
19-4022
GREY
ORANGE/
BROWN
RED
YELLOW/
GREEN
GREEN/
BLUE
BLUE
PINK/
PURPLE
A/W 14/15 WGSN Global TCX/TPX Colour Matrix
NEUTRALS BRIGHTS
SATURATED
MID-TONES
SOFT
MID-TONES DARKS PASTELS
GREY
ORANGE/
BROWN
RED
YELLOW/
GREEN
GREEN/
BLUE
BLUE
PINK/
PURPLE
A/W 14/15 WGSN Global Colour Metallics Matrix
PANTONE
8945C
PANTONE
874C
PANTONE
871C
PANTONE
8404C
PANTONE
8400C
NEUTRALS BRIGHTS
SATURATED
MID-TONES
SOFT
MID-TONES DARKS PASTELS
GREY
ORANGE/
BROWN
RED
YELLOW/
GREEN
GREEN/
BLUE
BLUE
PINK/
PURPLE
A/W 14/15 WGSN Global Colour Metallics Matrix
PANTONE
8945C
PANTONE
874C
PANTONE
871C
PANTONE
8404C
PANTONE
8400C
COLORSTORY
PART II LINE DEVELOPMENT
61
COLOR STORY
PRINT STORY
Engineered Graphic Line Repeated Geometric
Pattern
Figure 58. Print Story
(Source: www.wgsn.com/content/report/Design_Forecast/Print_and_Graphics/Autumn_Winter_14_15/
a_w14_15_print_graphicsforecast.html)
Figure 57. Color Story
(Source: www.wgsn.com/content/report/Creative_Direction/Autumn_Winter_2014_15/
a_w_14_15_us_commercial_womenswear_colour.html)
Color and Print Story for Fall 2014 Collection
Pure Lily
Dark
Cocoa
Charcoal Black
Deep Blue
Hunter Green
Red Alert Claret Peacock
Metallic Gold
PART II LINE DEVELOPMENT
62
FABRIC STORY
Swatch
Fabric
name
Fiber Content Suitability Special Care Vendor
Wholesale
price per yard
Dyed
Leather
100%
Lambskin
Coat, Skirts,
Top, Pants
Specialist Dry
Clean
Sawyerbro
ok.com
$ 27.00/skin
Sew Classic
Wool Suiting
100% Wool
Coats,
Jackets
Dry Clean
Only
Joann.com $ 24.49
Wool Blend
Tweed
Wool,
Polyamide
Jackets,
Skirts
Hand Wash
Cold or Dry
Clean
Moodfabric
.com
$ 18.00
Wool
Gabardine
100% Wool
Jackets,
Pants
Hand Wash
Cold or Dry
Clean
Denverfabri
cs.com
$ 25.00
Silk Double
Georgette
100% Silk Shirts, Dress
Dry Clean,
Hand Wash
Denverfabri
cs.com
$ 27.10
Hammered
Satin
80% Acetate,
20% Polyester
Pants
Hand Wash
Cold or Dry
Clean
Denverfabri
cs.com
$ 15.00
Crepe de
Chine Silk
100% Silk Lining
Hand Wash
Cold or Dry
Clean
Denverfabri
cs.com
$ 10.00
PART II - LINE DEVELOPMENT
Category - Jackets SAINT LAURENT PARIS FALL 2014 STYLE SHEET
Style Number Short Description Retail Price
SLJK1201 Le Smoking Single-
Breasted Tuxedo Jacket
$ 2,950.00
Sizes Colors
XS, S, M, L
Fabric Name Fiber Content Lining
Wool Gabardine 100% Wool Crepe de Chine
Silk
Description
Le Smoking Single-Breasted Tuxedo jacket with pointed lapel, interior
breast pocket, 2 ap front pockets, 5 buttons at cuff
Trims, Special treatments, etc.
Satin trimmed lapel, Dry clean
63
STYLE SHEET
Black Pure Lily
Jacket drawing in Adobe Illustrator.
(Saint Laurent, n.d.)
Deep Blue
PART II - LINE DEVELOPMENT
Category - Jackets SAINT LAURENT PARIS FALL 2014 STYLE SHEET
Style Number Short Description Retail Price
SLJK1202 Cropped Single-Breasted
Jacket
$ 2,950.00
Sizes Colors
XS, S, M, L
Fabric Name Fiber Content Lining
Wool Blend Tweed Wool, Polyamide Crepe de Chine
Silk
Description
Cropped single-breasted jacket, tted & straight shape, ap pockets on
front, 3 buttons closure
Trims, Special treatments, etc.
Dry clean
64
Added buttons and pockets in Adobe Illustrator.
(WGSN, 2012)
Hunter
Green
Metallic
Gold
Peacock Claret
STYLE SHEET
PART II - LINE DEVELOPMENT
Category - Coats SAINT LAURENT PARIS FALL 2014 STYLE SHEET
Style Number Short Description Retail Price
SLCT1203 Oversized Double-Breasted
Coat
$ 3,790.00
Sizes Colors
XS, S, M, L
Fabric Name Fiber Content Lining
Sew Classic Wool Suiting 100% Wool Crepe de Chine
Silk
Description
Oversized double breasted coat with peak, wide lapel, wide shoulders,
interior breast pocket, two ap front pockets, 6 buttons closure, 5
buttons at cuff
Trims, Special treatments, etc.
Dry clean
65
Black
Coat drawing in Adobe Illustrator.
(Saint Laurent, n.d.)
Dark
Cocoa
STYLE SHEET
PART II - LINE DEVELOPMENT
Category Leather Coat SAINT LAURENT PARIS FALL 2014 STYLE SHEET
Style Number Short Description Retail Price
SLCT1204 Single-Breasted Leather
Coat
$ 5,490.00
Sizes Colors
XS, S, M, L
Fabric Name Fiber Content Lining
Dyed Leather 100% Lambskin Crepe de Chine
Silk
Description
Single-breasted leather coat with drop shoulder, knee length, 4 buttons
closure, 2 slit pockets
Trims, Special treatments, etc.
Specialist dry clean
66
Adapted coat drawing in Adobe Illustrator.
(Louis Vuitton, 2013)
Black
STYLE SHEET
PART II - LINE DEVELOPMENT
Category Shirts SAINT LAURENT PARIS FALL 2014 STYLE SHEET
Style Number Short Description Retail Price
SLST3501 Classic Oversized Semi-
Sheer Shirt
$ 1,490.00
Sizes Colors
XS, S, M, L

Fabric Name Fiber Content
Silk Double Georgette 100% Silk
Description
Classic oversized sheer shirt with geometric patterns (repeated square
print on breast except sleeves, collar, and button front line), straight
shape, classic collar, 8 invisible buttons on front, 2 buttons cuff
Trims, Special treatments, etc.
Signature large ribbon trim on neck. Dry clean or Hand wash
67
Added ribbon in Adobe Illustrator.
(WGSN, 2012)
Black Pure Lily
STYLE SHEET
PART II - LINE DEVELOPMENT
Category Blouses SAINT LAURENT PARIS FALL 2014 STYLE SHEET
Style Number Short Description Retail Price
SLST3502 Vintage Prim Semi-Sheer
Blouse
$ 1,550.00
Sizes Colors
XS, S, M, L

Fabric Name Fiber Content
Silk Double Georgette 100% Silk
Description
Vintage prim semi sheer blouse with engineered graphic line (stripe
pattern), high collar, puff sleeves, 8 invisible buttons, 2 buttons cuff
Trims, Special treatments, etc.
Dry clean or Hand wash
68
Erased buttons front in Adobe Photoshop.
(WGSN, 2012)
Black Pure Lily
STYLE SHEET
PART II - LINE DEVELOPMENT
Category Leather top SAINT LAURENT PARIS FALL 2014 STYLE SHEET
Style Number Short Description Retail Price
SLST3503 Leather High Neck Top $ 2,790.00
Sizes Colors
XS, S, M, L

Fabric Name Fiber Content Lining
Dyed Leather 100% Lambskin Crepe de Chine
Silk
Description
Leather high neck top with elbow-length sleeves, straight shape, drop
shoulder, stripe pattern quilted on front
Trims, Special treatments, etc.
Specialist dry clean
69
Adapted top drawing in Adobe Illustrator.
(Calvin Klein, 2013)
Hunter Green Black
STYLE SHEET
PART II - LINE DEVELOPMENT
Category Dress SAINT LAURENT PARIS FALL 2014 STYLE SHEET
Style Number Short Description Retail Price
SLOP3504 Draped Mini Dress $ 2,950.00
Sizes Colors
XS, S, M, L
Fabric Name Fiber Content Lining
Silk Double Georgette 100% Silk Crepe de Chine
Silk
Description
Draped mini dress with high neck, long sleeves, structured shape, back
zip closure, no pockets
Trims, Special treatments, etc.
Collar and cuff metallic gold trim. Dry clean or and wash
70
Adapted dress drawing in Adobe Illustrator.
(Saint Laurent, n.d.)
Red Alert Black Claret
STYLE SHEET
PART II - LINE DEVELOPMENT
Category Trousers SAINT LAURENT PARIS FALL 2014 STYLE SHEET
Style Number Short Description Retail Price
SLPT5781 Fluid Slouchy Trousers $ 850.00
Sizes Colors
2, 4, 6, 8, 10
Fabric Name Fiber Content
Hammered Satin 80% Acetate, 20% Polyester
Description
Fluid Slouchy Trousers, front slit pockets, low-waisted pants with darts
on front, front pleats, hook closure, zip opening
Trims, Special treatments, etc.
Dry clean or Hand wash
71
Pants drawing in Adobe Illustrator.
(WGSN, 2013)
Black Charcoal
STYLE SHEET
PART II - LINE DEVELOPMENT
Category Pants SAINT LAURENT PARIS FALL 2014 STYLE SHEET
Style Number Short Description Retail Price
SLPT5782 Tailored Skinny Trousers $ 850.00
Sizes Colors
2, 4, 6, 8, 10
Fabric Name Fiber Content
Wool Gabardine 100% Wool
Description
Tailored skinny trouser, low-waisted slim pant with front darts, front
pleats, hook closure, zips opening
Trims, Special treatments, etc.
Dry clean or Hand wash
72
(WGSN, 2013)
Black Charcoal Deep Blue Pure Lily
STYLE SHEET
PART II - LINE DEVELOPMENT
Category Mini-Skirt SAINT LAURENT PARIS FALL 2014 STYLE SHEET
Style Number Short Description Retail Price
SLSK5783 Slit Mini Skirt $ 1,190.00
Sizes Colors
XS, S, M, L

Fabric Name Fiber Content Lining
Wool Blend Tweed Wool, Polyamide Crepe de Chine
Silk
Description
Slit mini skirt, back zip closure, cut-out front
Trims, Special treatments, etc.
Dry clean or Hand wash
73
Adapted miniskirt drawing in Adobe Illustrator.
(No. 21, 2013)
Hunter
Green
Metallic
Gold
Peacock Claret
STYLE SHEET
PART II - LINE DEVELOPMENT
Category Skirts SAINT LAURENT PARIS FALL 2014 STYLE SHEET
Style Number Short Description Retail Price
SLSK5784 Cut-Out Leather Skirt $ 3,990.00
Sizes Colors
XS, S, M, L

Fabric Name Fiber Content Lining
Dyed Leather 100% Lambskin Crepe de Chine
Silk
Description
Cut-out leather skirt with knee length, are A-line shape, zip front
closure
Trims, Special treatments, etc.
Specialist dry clean
74
STYLE SHEET
Adapted skirt drawing in Adobe Illustrator.
(A/W 14/15, 2014)
Claret
PART II - LINE DEVELOPMENT
!"
5 KEY ITEMS
PART II LINE DEVELOPMENT
76
LOOK ONE

In the third look, the companys
iconic le smoking jacket is paired
with classic sheer shirt and
tailored skinny trouser. Light
weight wool fabric used in tuxedo
jacket and slim trouser gives very
tailored look that is suitable for
workplace and important meeting.
As wearing sheer shirt with
geometric print and signature
ribbon trim in tuxedo suit, it gives
sophisticated and modern look.

This total looks offer androgynous
look as well as edge and chic that
this tuxedo suit is the companys
signature style and reects Yves
Saint Laurents core brand value.
Also, it conveys the companys
line concept, very structured and
architectural shape.
1.
2.
3.
Garments Description
1. Iconic Le Smoking Single-
Breasted Tuxedo Jacket in Wool
Gabardine
2. Classic Oversized Semi-Sheer
Shirt in Silk Double Georgette
3. Tailored Skinny Trousers Wool
Gabardine
LOOK ONE
PART II LINE DEVELOPMENT
77
LOOK TWO

In the second look, cropped
tweed jacket is paired with slit
tweed mini skirt. Those pieces are
perfectly working on tweed fabric
and this skirt suit gives elegant
and sexy look by cutting out skirt.
As pairing prim sheer blouse with
the skirt suit, it gives very
feminine look as well.
And, they reect 60s fashion
trend that is one of the Fall 2014
key trend themes and the
companys line concept, such as
cut off jacket and mini skirt. Also,
they reect key items for the fall
2014, such as tweed fabric,
vintage prim styling blouse, and
cut-out skirt.

This total looks give feminine,
elegant, and sexy look that would
attract a broad range of
customers who are looking for
very feminine look.
3.
Garments Description
1. Cropped Single-Breasted
Jacket in Wool Blend Tweed
2. Vintage Prim Semi-Sheer Blouse
in Silk Double Georgette
3. Slit Mini Skirt in Wool Blend
Tweed

1.
2.
LOOK TWO
PART II LINE DEVELOPMENT
78
LOOK THREE
LOOK THREE

In the rst look, silk double
georgette semi-sheer shirt is
paired with hammered satin
slouchy trousers that those
fabrics are uid and sheen so,
they provide wearable and
feminine look. Those pieces will
represent Saint Laurent Fall 2014
collections concept, masculine-
feminine.
And, with oversized double-
breasted coat that has very basic
menswear look, it not only gives
bulkier silhouette and warm
feeling, but also offers manish
look that the coat can be paired
with any other merchandise
categories.

This total looks give androgynous
and chic, modern look.
Garments Description
1. Oversized Double-Breasted
Coat in Wool Suiting
2. Classic Oversized Semi-
Sheer Shirt in Silk Double
Georgette
3. Fluid Slouchy Trousers in
Hammered Satin
1.
2.
PART II LINE DEVELOPMENT
79
LOOK FOUR

In the fourth look, leather high
neck top is paired with are cut-
out leather skirt. Those pieces
offer a strong femininity, elegant,
and manish look by pairing with
oversized wool double-breasted
coat.
Leather top can be tucked into
the leather skirt that has front zip
for closure and ornament trim so,
it creates cut-out style and sexy
look. Those leather pieces
convey the collections concept
as well as the fall 2014 trend,
such as high neck, are skirt, and
leather.

This looks would be suitable for
many different occasions, such
as working or going out, and they
are the combination of masculine
and feminine look.
1.
2.
3.
Garments Description
1. Oversized Double-Breasted
Coat in Wool Suiting
2. Leather High Neck Top
3. Cut-Out Leather Skirt
LOOK FOUR
PART II LINE DEVELOPMENT
80
LOOK FIVE

In the fth look, silk draped mini
dress is paired with iconic le
smoking tuxedo jacket.
Draped mini dress has very
structured shape but uid that it
offers sexy and sophisticated
look. The tuxedo jacket is well
tailored and it offers edge and
chic style.
As pairing silk draped dress with
tuxedo jacket, it gives chic,
classic, and sexy look that it is
inserting feminine into
masculine.

The looks can be versatile that
they are suitable for workplace
due to tailored tuxedo jacket as
well as party or going out due to
feminine and elegant dress.
1.
2.
Garments Description
1. Iconic Le Smoking Single-
Breasted Tuxedo Jacket in Wool
Gabardine
2. Draped Mini Dress in Silk Double
Georgette
LOOK FIVE
PART II LINE DEVELOPMENT
81
LOOKS SUMMARY
Five key items chosen for the companys fall 2014 collection are iconic le
smoking tuxedo jacket, oversized sheer shirt, slouchy trouser, slit mini-skirt, and
cut-out leather skirt because those pieces reect the companys concept that
inspired by 60s trends, Architecture 101, such as structured, very tailored shape
and masculine-feminine look. Also, they reect fall 2014 key trends, such as
bulkier and oversized silhouette, tailored fabric, skirt suit, retro-vintage, and cut-
out clothing.

Total ve looks consist of tailored tuxedo suit, skirt suit, oversized coat, are
skirt, and dress that those looks reect the companys line concept, masculine-
feminine look. Fabrics used in the companys collection mostly consist of wool
suiting, tweed, silk, leather, and satin that they make the clothing comfortable
and wearable as well as femininity, modernism, and elegant look. Ample
silhouette and tailored look with monochrome color give very androgynous and
minimal look. Fit and are shape, sheer, and cut-out clothing with neutral and
fashion color offers very feminine and elegant look.

Those ve key items reect one of fall 2014 key trends, such as androgynous
and retro-vintage, and the companys line concept, very structured and tailored
look that those looks would appeal to a broad range of customers who are the
younger clients and YSLs long time fans that are expecting YSLs core brand
concept .
PART II LINE DEVELOPMENT
82

PART III

MERCHANDISING PLANS
SAINT LAURENT PARIS
83 PART III - MERCHANDISING PLANS
COST CALCULATION
Unit Cost (40%)
Unit retail x .40
Target Fabric Cost (60%)
Unit cost x .60
Fabric Quick Cost
Yardage required x Wholesale price per yard
QUICKCOSTING
Table 2. Quick Costing for each garments in the companys line
Table 1. Calculation for Quick Costing
In the table 2., Quick Costing reveals all garments can be offered for retail
prices listed in style sheet.
84
QUICKCOSTING
Table 3. Estimated Total Fabric Quick Cost
The table 3 shows the calculation of Total Fabric Quick Cost for all garments in detail
including garment fabric, trim, and lining. Style number SLJK 1201, tuxedo jacket, will
trim lapel with hammered satin fabric. Estimated lining requirements have the same
gures with estimated fabric requirements.
PART III - MERCHANDISING PLANS
85
SIX-MONTH
MERCHANDISING
PLAN
PART III - MERCHANDISING PLANS
86
SIX-MONTH
MERCHANDISING
PLAN
FORMULA
Planned Retail Purchases for Saint Laurent Paris Soho agship store, located
at 80 Greene Street, New York, for November 2014 is $113,260.00.
Sales Plan Season Total x Last Year % = Planned Sales
$350,000.00 x 18% = $63,000.00

Retail Stock (BOM) Planned Sales x Stock-Sales Ratio = BOM
$63,000.00 x 2.0 = $126,000.00

Markdowns Planned Sales x Planned Markdown % = Planned Markdowns
$63,000.00 x 2% = $126,000.00

Retail Purchases (Planned Sales + Planned Markdowns + Ending Stock (EOM))
Retail Stock (BOM) = Retail Purchases
($63,000.00 + $1,260.00 + $175,000.00) - $126,000.00 =
$113,260.00


Initial Markups Retail Purchases x (100%-Markup percentage) = Initial Markups
$113,260.00 x (100%-60%) = $45,304.00

Ending Stock (EOM) End of November is Beginning of December
$175,000.00 = $175,000.00

Total Stock-to-Sales Total Stock BOM / Total Sales = Total Stock-to-Sales Ratio
Ratio $852,950.00 / $350,000.00 = 2.4
PART III - MERCHANDISING PLANS
87
RATIOS
STYLE
DISTRIBUTION
Saint Laurent Pariss Fall 2014 collection, Architecture 101, consist of 12 garments
including three tops, four bottoms, one dress, two jackets, and two coats. The
companys line concept reects masculine-feminine with architectural shape so,
jacket and coat have the highest percentage of style distribution ratios because of
the weather as well as strong key items that reect key trend themes and silhouettes
of fall 2014. According to the WGSN (2013) and Doneger (2013), androgynous, boxy
silhouette, and feminine looks are the key trends that are mostly related to
outerwear. Tops can be paired with different types of bottoms so that they make up
more percentage than bottoms. And, the dress is the only one class of the
companys line that it makes up 10% for style distribution.
STYLE DISTRIBUTION
Class
Number
Class Percentage
1 Tops 28%
2 Bottoms 22%
3 Dress 10%
4 Jacket/Coat 40%
Tops
28%
Bottoms
22%
Dress
10%
Jacket/
Coat
40%
STYLE DISTRIBUTION
PART III - MERCHANDISING PLANS
88
RATIOS
SIZE
DISTRIBUTION
Saint Laurent Paris embraced a broad range of customers, age between 25 and 50
originally. However, recently the company became targeted at very young male and
female. As Hedi Slimane is in charge of Total Creative Director, the companys design
concept became very young, girls look, and rock-chic style that those design concept
is more accessible to the younger demographic. Also, many young women are
obsessed with skinniness that they tend to feel better and buy more when they t into
a smaller size. So, retail companies tend to cut size down which means the smaller
the garment size, the larger the prots (Trifn, 2014).
Saint Laurent will offer letter size for tops, skirts, dress, and jackets/coats and number
size for trousers. Companys line more focuses on a smaller size so that small size has
the highest percentage gure, but medium size also has nearly the same percentage
as small size.
X-Small
19%
Small
33%
Medium
32%
Large
16%
SIZE DISTRIBUTION
LETTER
2
15%
4
35%
6
30%
8
10%
10
10%
SIZE DISTRIBUTION
NUMBER
PART III - MERCHANDISING PLANS
89
RATIOS
COLOR
DISTRIBUTION
According to WGSN (2013) and Doneger (2013), neutral color is the most important core
color, like black, charcoal, and white, as well as pastel colors. Warm-tone colors and
rich shades plays a crucial role in fashion colors, but cool colors still act as fashion
color. Specically, metallic colors are strong key colors in fall 2014. Saint Laurent Paris
will keep its signature color, black, so black has the highest percentage for its collection
as well as charcoal and pure lily because those colors reect lines concept perfectly,
androgynous look. And, rich, bold colors and warm tone colors will use in different
merchandise types, such as claret, hunter green, peacock, and blue as well as metallic
colors that will use in dress and tweed fabric garments. Those colors create feminine
and elegant looks that reect Saint Laurents line concept.
Pure Lily Dark Cocoa Charcoal
Black Red Alert Claret
Peacock Metallic Gold Deep Blue
Hunter Green
COLOR DISTRIBUTION
10%
5%
12%
20%
5%
12%
9%
9%
9%
12%
9%
COLOR DISTRIBUTION
Color Percentage
Pure Lily 10%
Dark Cocoa 5%
Charcoal 9%
Black 20%
Red Alert 5%
Claret 12%
Peacock 9%
Metallic Gold 9%
Deep Blue 9%
Hunter Green 12%
PART III - MERCHANDISING PLANS
90
ASSORTMENT PLAN
TOPS
Style #: SLST3501
Classic Oversized Semi-Sheer Shirt
PART III - MERCHANDISING PLANS
91
ASSORTMENT PLAN
TOPS
Style #: SLST3502
Vintage Prim Semi-Sheer Blouse
PART III - MERCHANDISING PLANS
92
ASSORTMENT PLAN
TOPS
Style #: SLST3503
Leather High Neck Top
PART III - MERCHANDISING PLANS
93
ASSORTMENT PLAN
BOTTOMS
Style #: SLPT5781
Fluid Slouchy Trousers
PART III - MERCHANDISING PLANS
94
ASSORTMENT PLAN
BOTTOMS
Style #: SLPT5782
Tailored Skinny Trousers
PART III - MERCHANDISING PLANS
95
ASSORTMENT PLAN
BOTTOMS
Style #: SLSK5783
Slit Mini Skirt
PART III - MERCHANDISING PLANS
96
ASSORTMENT PLAN
BOTTOMS
Style #: SLSK5784
Cut-Out Leather Skirt
PART III - MERCHANDISING PLANS
97
ASSORTMENT PLAN
DRESS
Style #: SLOP3504
Draped Mini Dress
PART III - MERCHANDISING PLANS
98
ASSORTMENT PLAN
JACKETS
Style #: SLJK1201
Le Smoking Single-Breasted
Tuxedo Jacket
PART III - MERCHANDISING PLANS
99
ASSORTMENT PLAN
JACKETS
Style #: SLJK1202
Cropped Single-Breasted
Jacket
PART III - MERCHANDISING PLANS
100
ASSORTMENT PLAN
COATS
Style #: SLCT1203
Oversized Double-Breasted Coat
PART III - MERCHANDISING PLANS
101
ASSORTMENT PLAN
COATS
Style #: SLCT1204
Single-Breasted Leather Coat
PART III - MERCHANDISING PLANS
102
PURCHASE ORDER
Previously estimated budget is $113,260.00 for the Planned Retail Purchases for Saint
Laurent Paris Soho agship store, located at 80 Greene Street, New York, for
November 2014. Saint Laurents Total Costs came in under the companys budget,
$112,768.00.
PART III - MERCHANDISING PLANS
103

PART IV

RETAIL/LINE PRESENTATION

SAINT LAURENT PARIS
SAINT LAURENT
PARIS
FALL 2014 COLLECTION

Architecture 101 (Womens Revolution)
104 PART IV RETAIL/LINE PRESENTATION
TEST MARKET
RESEARCH
The collections concept was inspired by 60s fashion, which was one of the
popular fashion trend for fall 2014, and its trend gives unisex silhouette as well
as manish and ladylike looks. The name of the line, Architecture 101, was
created with the purpose, to deliver the collections theme that very tailored
and structured silhouette not only reect masculine look, but also femininity.

A building is usually designed to be in harmony with natural environment so
that abstract buildings and natural elements used in Saint Laurents electronic
catalog convey the meaning of the collections concept properly. Thus, Saint
Laurents electronic catalog includes natural elements, constructions, objects
related to interior designs, and sculptures because objects related to
architecture and natural elements could emphasize the line theme as well as
color story of the collection, such as black dominated color, white, and bold
color. Also, the concept of the catalog could accentuate each garments of fall
2014 collection, such as tuxedo suit, oversized coat, tailored and vintage shirt,
slouchy and tailored trouser, mini skirt and dress, and leather clothing.

ELECTRONIC CATALOG
CONCEPT EXPLANATION
105
TEST MARKET
RESEARCH
ELECTRONIC CATALOG
COVER PAGE
PART IV RETAIL/LINE PRESENTATION
$%&



LE SMOKING SINGLE-
BREASTED TUXEDO JACKET
Item SLJK1201
$ 2,950.00

Le Smoking Tuxedo jacket with
satin trimmed lapel, interior
breast pocket, 5 buttons at cuff

Select Size


Color



Composition
100% Wool/100% Silk Lining

Black Pure Lily Deep Blue
XS S M L



TAILORED SKINNY TROUSER
Item SLPT5782
$ 850.00

Low-waisted slim pants with
front darts and pleats, hook
closure, zips opening

Select Size


Color



Composition
100% Wool

Black Charcoal Deep Blue Pure Lily
2 4 6 8 10
PART IV RETAIL/LINE PRESENTATION
107



CROPPED SINGLE-BREASTED
JACKET
Item SLJK1202
$ 2,950.00

Fitted & straight shape, ap
pockets on front, 3 buttons
closure

Select Size


Color



Composition
Wool & Polyamide /100% Silk
Lining




SLIT MINI SKIRT
Item SLSK5783
$ 1,190.00

Back zip closure, cut-out front

Select Size


Color



Composition
Wool & Polyamide /100% Silk
Lining

XS S M L
Hunter Green Metallic
Gold
Peacock Claret
Hunter Green Metallic
Gold
Peacock Claret
XS S M L
PART IV RETAIL/LINE PRESENTATION
108



CLASIC OVERSIZED SEMI-
SHEER SHIRT
Item SLST3501
$ 1,490.00


Repeated geometric pattern,
straight shape, classic collar, 8
invisible buttons on front, 2
buttons at cuff

Select Size


Color



Composition
100% Silk

XS S M L


VINTAGE PRIM SEMI-SHEER
BLOUSE
Item SLST3502
$ 1,550.00

Engineered graphic line, high
collar, puff sleeves, 8 invisible
buttons, 2 buttons at cuff

Select Size


Color



Composition
100% Silk
XS S M L
Black Pure Lily
Black Pure Lily
Print
Print
PART IV RETAIL/LINE PRESENTATION
109



OVERSIZED DOUBLE-
BREASTED COAT
Item SLCT1203
$ 3,790.00

Peak, wide lapel, wide
shoulders, interior breast
pocket, two ap front pockets,
6 buttons closure, 5 buttons at
cuff

Select Size


Color



Composition
100% Wool/100% Silk Lining

XS S M L
Black Dark Cocoa
PART IV RETAIL/LINE PRESENTATION
110



FLUID SLOUCHY TROUSER
Item SLPT5781
$ 850.00

Front slit pockets, low-waisted
pants with darts on front, front
pleats, hook closure, zip opening

Select Size


Color



Composition
80% Acetate & 20% Polyester

2
Black Charcoal
4 6 8 10
PART IV RETAIL/LINE PRESENTATION
111



SINGLE-BREASTED LEATHER
COAT
Item SLCT1204
$ 5,490.00

Drop shoulder, knee length, 4
buttons closure, 2 slit pockets

Select Size


Color



Composition
100% Lambskin/100% Silk
Lining

XS S M L


DRAPED MINI DRESS
Item SLOP3504
$ 2,950.00

High neck, long sleeves,
structured shape, back zip
closure, no pockets

Select Size


Color



Composition
100% Silk /100% Silk Lining
XS S M L
Red Alert Black Claret
Black
PART IV RETAIL/LINE PRESENTATION
112



LEATHER HIGH NECK TOP
Item SLST3503
$ 2,790.00

Elbow-length sleeves, straight
shape, drop shoulder, stripe
pattern quilted on front

Select Size


Color



Composition
100% Lambskin/100% Silk
Lining

XS S M L



CUT-OUT LEATHER SKIRT
Item SLSK5784
$ 3,990.00

Knee length, are A-line shape,
zip front closure

Select Size


Color



Composition
100% Lambskin/100% Silk
Lining

XS S M L
Hunter Green Black
Claret
PART IV RETAIL/LINE PRESENTATION
113
TEST MARKET
RESEARCH
SALES FORMS
Sales forms are from fteen Saint
Laurents customers with similar
demographic and lifestyle. Each of the
fteen customers received a $5,500.00
to go shopping within the Fall 2014
Architecture 101 collection.

In the trend report slide for target
customer, she visits the store to make
purchases once a month. She usually
spends approximately between $2,500
and $5,800 per visit depending on
merchandise categories that the amount
she spends, $5,800, is the price based
on the highest price range within the
entire product lines. Thus, the amount of
Saint Laurent gift certicate, $5,500,
was based on the target customers
spending habits as well as the highest
price range in the fall 2014 collection.

Gift Certicate created in Adobe Photoshop
(Source: http://nymag.com/thecut/2012/07/facebook-commenters-
horried-by-ysls-new-logo.html)
PART IV RETAIL/LINE PRESENTATION
114
TEST MARKET
RESEARCH
SALES FORMS
CUSTOMER #1
Style Number Description Color Size Retail Price
SLJK1201
Le Smoking Single-Breasted
Tuxedo Jacket
Black XS $ 2,950.00
SLSK5783 Slit Mini Skirt Peacock S $ 1,190.00
SLPT5782 Tailored Skinny Trousers Black 4 $ 850.00
Total $ 4,990.00
CUSTOMER #2
Style Number Description Color Size Retail Price
SLOP3504 Draped Mini Dress Red Alert S $ 2,950.00
SLST3502 Vintage Prim Semi-Sheer Blouse
Engineered
Graphic Print
S $ 1,550.00
Total $ 4,500.00
CUSTOMER #3
Style Number Description Color Size Retail Price
SLCT1203 Oversized Double-Breasted Coat Dark Cocoa S $ 3,790.00
SLPT5781 Fluid Slouchy Trousers Black 2 $ 850.00
SLPT5781 Fluid Slouchy Trousers Charcoal 4 $ 850.00
Total $ 5,490.00
PART IV RETAIL/LINE PRESENTATION
115
TEST MARKET
RESEARCH
SALES FORMS
CUSTOMER #4
Style Number Description Color Size Retail Price
SLJK1202 Cropped Single-Breasted Jacket Metallic Gold XS $ 2,950.00
SLSK5783 Slit Mini Skirt
Metallic Gold XS $ 1,190.00
Total $ 4,140.00
CUSTOMER #5
Style Number Description Color Size Retail Price
SLCT1204 Single-Breasted Leather Coat
Black S $ 5,490.00
Total $ 5,490.00
CUSTOMER #6
Style Number Description Color Size Retail Price
SLJK1201 Le Smoking Single-Breasted
Tuxedo Jacket
Black S $ 2,950.00
SLPT5781 Fluid Slouchy Trousers Black 4 $ 850.00
SLPT5782 Tailored Skinny Trousers Charcoal 6 $ 850.00
Total $ 4,650.00
PART IV RETAIL/LINE PRESENTATION
116
TEST MARKET
RESEARCH
SALES FORMS
CUSTOMER #7
Style Number Description Color Size Retail Price
SLSK5784 Cut-Out Leather Skirt Claret S $ 3,990.00
SLSK5783 Slit Mini Skirt Hunter Green M $ 1,190.00
Total $ 5,180.00
CUSTOMER #8
Style Number Description Color Size Retail Price
SLJK1201 Le Smoking Single-Breasted
Tuxedo Jacket
Deep Blue M $ 2,950.00
SLST3501 Classic Oversized Semi-Sheer
Shirt
Black M $ 1,490.00
SLPT5782 Tailored Skinny Trousers Deep Blue 8 $ 850.00
Total $ 5,290.00
CUSTOMER #9
Style Number Description Color Size Retail Price
SLCT1203 Oversized Double-Breasted Coat Black XS $ 3,790.00
SLST3502 Vintage Prim Semi-Sheer Blouse Pure Lily S $ 1,550.00
Total $ 5,340.00
PART IV RETAIL/LINE PRESENTATION
117
TEST MARKET
RESEARCH
SALES FORMS
CUSTOMER #10
Style Number Description Color Size Retail Price
SLJK1201 Le Smoking Single-Breasted
Tuxedo Jacket
Black M $ 2,950.00
SLST3501 Classic Oversized Semi-Sheer
Shirt
Geometric Print M $ 1,490.00
SLPT5781 Fluid Slouchy Trousers Black 4 $ 850.00
Total $ 5,290.00
CUSTOMER #11
Style Number Description Color Size Retail Price
SLJK1202 Cropped Single-Breasted
Jacket
Claret M $ 2,950.00
SLST3501 Classic Oversized Semi-Sheer
Shirt
Pure Lily M $ 1,490.00
SLPT5782 Tailored Skinny Trousers Deep Blue 6 $ 850.00
Total $ 5,290.00
CUSTOMER #12
Style Number Description Color Size Retail Price
SLST3503 Leather High Neck Top Hunter Green L $ 2,790.00
SLSK5783 Slit Mini Skirt Hunter Green M $ 1,190.00
Total $ 3,980.00
PART IV RETAIL/LINE PRESENTATION
118
TEST MARKET
RESEARCH
SALES FORMS
CUSTOMER #13
Style Number Description Color Size Retail Price
SLCT1203 Oversized Double-Breasted Coat Dark Cocoa S $ 3,790.00
SLST3502 Vintage Prim Semi-Sheer Blouse
Pure Lily S $ 1,550.00
Total $ 5,340.00
CUSTOMER #14
Style Number Description Color Size Retail Price
SLJK1201 Le Smoking Single-Breasted
Tuxedo Jacket
Pure Lily L $ 2,950.00
SLST3501 Classic Oversized Semi-Sheer
Shirt
Pure Lily L $ 1,490.00
SLPT5782 Tailored Skinny Trousers Pure Lily 10 $ 850.00
Total $ 5,290.00
CUSTOMER #15
Style Number Description Color Size Retail Price
SLCT1204 Single-Breasted Leather Coat
Black M $ 5,490.00
Total $ 5,490.00
PART IV RETAIL/LINE PRESENTATION
119
Sales for Week of November 14, 2014 Fall 2014 Sales Report

TEST MARKET
RESEARCH
SALES REPORT
PART IV RETAIL/LINE PRESENTATION
120
TEST MARKET
RESEARCH
SALES REPORT
EXPLANATION
Table 4. Sum of Total Quantity in terms of style, color and size distribution in the sales form
Target customers of Saint Laurent are usually professional women and have a highly-
paid that they prefer chic, classic, and feminine look.
In terms of style, Le Smoking tuxedo suit and tailored trouser have the highest number
of quantity because of signature look of Saint Laurent and customers favorite style.
Also, classic oversized shirt and slouchy trouser have a higher number because
comfortable silhouette and masculine tailoring looks are very popular fashion trend for
fall 2014 as well as slit mini skirt and prim blouse that gives a feminine look.
In terms of color, black has the highest number as well as pure lily because of signature
color of Saint Laurent and color trend that monochrome color is usually predominated in
the fall season. Also, warm and bold palette act as the fashion color.
According to the size ratio, small and 4 are the popular sizes because the company
targeted the young adult and customers more prefer smaller size. Medium size also has
the higher number because American women usually have the medium size.
PART IV RETAIL/LINE PRESENTATION
121
PLANOGRAM VIEW
Planogram designed in SmartDraw and edited in Adobe Photoshop.
PART IV RETAIL/LINE PRESENTATION
122
PLANOGRAM KEY
W1-A

W1-B

W1-C

W2-A
&
W2-B

W3-A
A-1 & A-2 B-1, 2, 3, & 4
S1-A S1-B
S1-C S2-C
W4-A,
B, C, &
D
W5-A
W6-A
&
W6-B
S2-B S2-A
C-1, 2,
3, & 4
D-1 & D-2
E-1
SMW
LMW
SLA SLPF
Planogram designed in SmartDraw and edited in Adobe Photoshop.
PART IV RETAIL/LINE PRESENTATION
123
PLANOGRAM
LEGEND
PROPS AND
ACCESSORIES
GARMENTS
PART IV RETAIL/LINE PRESENTATION
124
PLANOGRAM
EXPLANATION
Saint Laurent Pariss Fall 2014 Collection, Architecture 101 planogram is made
of three black base walls. It is decorated antique door wall in the front wall for
hanging all garments and the black wall on the either sides for placing Saint
Laurents large advertising photo frame and hanging mannequin. The colors used
in its planogram are mostly black color and monochrome color because those
are a signicant color for the company and one of the most popular color for fall
2014 fashion trend.

Also, garments are very structured shape as well as classic, modern,
androgynous, and feminine look so that simple black base wall can match with
the garments style and antique door wall for hanging the garments would
emphasize the collection that is mostly chic, simple, and modern look. The
antique door wall expresses the companys line theme and also it perfectly
matches with black base wall so, it reects very structured shapes and femininity
that those show companys line concept, masculine feminine.

Saint Laurents target customers became the young female and male and they
have a high-paid, specialized job so, they prefer chic, classic, and modern style.
Therefore, the planogram for the companys store is designed to satisfy their
needs and attract them to the store.
PART IV RETAIL/LINE PRESENTATION
125
STORE LAYOUT
The red box indicates the planogram in Saint Laurent Pariss boutique store.
Store layout designed in SmartDraw.
PART IV RETAIL/LINE PRESENTATION
126
WINDOW DISPLAY
Window display designed in SmartDraw and edited in Adobe Photoshop.
PART IV RETAIL/LINE PRESENTATION
127
WINDOW DISPLAY - KEY
Window display designed in SmartDraw and edited in Adobe Photoshop.
F-1
G-1
G-2

H-1
H-2 J-1
J-2
F-1
&
G-1
G-2
SMB





STS
COH
SF







SSS
TM
LT
HG
HG
LT
PART IV RETAIL/LINE PRESENTATION
128
WINDOW DISPLAY
LEGEND
PROPS AND
ACCESSORIES
GARMENTS
PART IV RETAIL/LINE PRESENTATION
129
WINDOW DISPLAY
EXPLANATION
Saint Laurent Paris identies itself as a boutique store. Its building is made of
white rough rock and the building has a two large closed windows for
displaying garments on the either side and two small windows just above the
closed windows. By using white color of building and black color of window
frame for the companys store, customers and people could recognize easily
what the brand is because they are its signature color. Also, the colors reect
the companys line concept. And, there are two types of arcade windows on the
either side so that customers can see the look of the companys key items
when they go inside of the store.

According to the Trend Hunter (2013), surreal storefront displays are very
popular window concept with many retail stores, such as mystical, spectacular,
movie-inspired, playful, whimsical window displays, and so on. So, window
display for Saint Laurent has an abstract art theme featuring abstract steel tree
and square sculpture, a solid gure, torso mannequins, and couch made of
leather and marble so that the props can show the line concept, Architecture
101, and they harmonize with the merchandise collection that mannequins are
wearing.

And, each window displays the companys line concept, androgynous and
feminine look. And, each window could convey the collections color, like
monochrome and bold palette, and silhouette concept, like oversized, tailored
look, and t shape. Each window brings the androgynous and feminine look
but, the concept of window display could reect the main line theme,
Architecture 101, like very structured, tailored look and modern minimalism.
PART IV RETAIL/LINE PRESENTATION
130
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References Figures/Pictures

Figure 46. Target Customers Lifestyle & Chelsea

http://www.wantdrivinglessons.com/chelsea

http://studentrush.org/products/

http://www.kinesics-studio.com

Figure 55. Concept Board

http://www.ysl.com/corporate/us/saint-laurent-paris/anthology/

http://www.owersoftheworld.com/blog/category/arpad-baksa-architect/

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Electronic Catalog

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Planogram

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Window Display

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