Saint Laurent brand ID

It was one of the most avant-gardist fashion houses of the time. Founded in 1961, Saint Laurent was originally a House of Haute Couture which then introduced high-end made clothes. The Maison was the first one to be revolutionary, and this spirit is a fundamental part of its DNA.

A specific persona:

The typical persona would be a celebrity attitude in the real world, strong and modern. The culture surrounding her is a French foundation, a Parisian look and the Eiffel Tower iconography. When referring to her self-image, she would have a desire for day and night apparel with an everyday chic, effortless style and an extra flare to each look. On the other hand, Saint Laurent brand frames us with a consistent and exuberant quality, a high end shopping experience, an upper class focus.

Signature stores:

In their relationship with Saint Laurent stores, consumers can live the immersive and luxurious experience. Inside, the art-deco design made a place for people not buying to even pose in front of the boutique and share it vividly on the social medias promoting the brand at the same time. The French Modernist movement is felt thanks to a marble and concrete decoration completed by a good customer service and warm environment where sellers may offer some drinks during the shopping experience.

A well rounded social media presence: A strong sense of expression arises from Saint Laurent’s Instagram page. If you take a look at it, you will be amazed by the graphics, landscape promotion, top models. Monochrome coloring for a more classic and signature style, and a rebellious yet-clean type for the photographs. In addition, the brand wants to show the closeness to reality. Thus, other photographs style seem to be taken by polaroid and providing a color, flash effect. This second point suggests a rule breaker behavior. With over 10 million followers on Instagram, the brand is definitely influencing the consumers through this social media marketing. Without doubt, Saint Laurent follows closely the trends and uses several features the social media has to offer. The Fashion week show is live streaming, stories are frequently posted including editorial features in magazines and celebrity exposure provide a complete access to the latest brand’s news for all consumers. Entertaining platforms like YouTube are also exploited for sharing fashion films, commercial adverts or short cut edits for social media. Digital is nowadays a big component for companies, nevertheless, we should not forget about the big black and white billboards produced at large scale that capture instantly our attention.