https://padlet.com/karolinabernatkova/gg308ubxklmr Saint Laurent en-us 2018-10-26 08:38:56 UTC 2018-10-26 13:44:08 UTC hello@padlet.com karolinabernatkova https://padlet.com/karolinabernatkova/gg308ubxklmr/wish/297326223 - Luxury brand
- Ready-to-wear/Couture
- Falls under Kering SA, together with companies, such as Gucci, Alexander McQueen, Bottega Veneta, Balenciaga, Kering Eyewear, etc.. (Kering, 2018)]]> 2018-10-26 11:15:44 UTC https://padlet.com/karolinabernatkova/gg308ubxklmr/wish/297326223 karolinabernatkova https://padlet.com/karolinabernatkova/gg308ubxklmr/wish/297328704 - Louis Vuitton UK's highest spending advertiser in 2016 with £4.9 million spent on promotion of fashion ranges

- Brands such as LV, Burberry and Gucci have been carefully placing their mkt budget since 2014 
-> planning strategy (Mintel, 2017)

Other competitors:
- Balenciaga, Celine, Givenchy, Fendi, Prada

]]> 2018-10-26 11:26:04 UTC https://padlet.com/karolinabernatkova/gg308ubxklmr/wish/297328704 karolinabernatkova https://padlet.com/karolinabernatkova/gg308ubxklmr/wish/297343201 - LV's 2017 campaign "Make It Yours", targeted the youth to customise luggage and bags (Luxury Launches, 2017)

- "Gucci Gift Shop" marketing campaing has been introduced in 2017's holiday season - interactive art website designed by artist Ignasi Monreal (Rosanna Ryan, 2018)

- Balmain's "Sisters Campaign" in 2015 has reached out to the millennials as it featured one of the most influential personas on social media - the Jenner and Hadid sisters (Rutherford, 2015)]]> 2018-10-26 12:17:15 UTC https://padlet.com/karolinabernatkova/gg308ubxklmr/wish/297343201 karolinabernatkova https://padlet.com/karolinabernatkova/gg308ubxklmr/wish/297344400
- Yves Saint Laurent "Y" social media marketing campaign for men's fragrance in 2017
-  Male models/influencers have been paid to promote the "Y" fragrance by taking a picture with the bottle add their own personal approach and put it on Instagram (Wall, 2018)

- Creative director Hedi Slimane's campaign "Saint Laurent Dance" in 2014 to promote the brand's new line of ballerina flats

- Celebrity endorsement: Fragrance Black Opium's marketing communication renewed = Zoe Kravitz as a new face of the fragrance to fit the characteristics of the fragrance 
(Marketing Communication News, 2018) ]]> 2018-10-26 12:20:18 UTC https://padlet.com/karolinabernatkova/gg308ubxklmr/wish/297344400 karolinabernatkova https://padlet.com/karolinabernatkova/gg308ubxklmr/wish/297360757 Differentiate:
- Use of stream and youtube videos to broadcast new collections (Challenges: videos limited to the release of new collections?)
-  Successful rebranding: changing the name to Saint Laurent in 2012

Remind:
- Although the change in name and promotion of different mkt campaigns, the brand always uses its signature black and white atmosphere and rock/punk music to carry the traditiodal YSL feel and be consistent in the its content

Inform:
- Saint Laurent pays attention when it comes to lauching new MKT campaigns for products, eg. the "Y" campaign with featured Instagram models and influencers

Persuade:
- Visual promotion (videos)
- Improved visual merchandising in terms of CSR (eco-friendly designs)

]]> 2018-10-26 13:00:46 UTC https://padlet.com/karolinabernatkova/gg308ubxklmr/wish/297360757