Yves Saint Laurent Marketing Strategy & Marketing Mix (4Ps)

Published by MBA Skool Team, Last Updated: January 30, 2021

Marketing Strategy of Yves Saint Laurent analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Yves Saint Laurent marketing mix, help the brand succeed.

Yves Saint Laurent marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.

Let us start the Yves Saint Laurent Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:

Yves Saint Laurent Product Strategy:

The product strategy and mix in Yves Saint Laurent marketing strategy can be explained as follows:

Yves Saint Laurent is a globally renowned cosmetics and fashion brand. The company is also popularly known as YSL. It aims at creating products with attractive designs and unparalleled quality. Its core competency lies in creating innovative tailor-made products for fashion-conscious customers. Its logo is a sign of heritage and the branded products are of immense repute in the society. It recently launched ready to wear for men and women in accessories, jewelry, and shoe segment. The designs are in accordance with the latest trends that provides a perfect amalgamation of luxury persona and youthful twist. This shows their diverse offerings in their marketing mix product portfolio. Yves Saint Laurent also rolls out permanent collections and season based collections to hold both the loyal and emerging young customers.


Image: Wikimedia


Yves Saint Laurent Price/Pricing Strategy:

Below is the pricing strategy in Yves Saint Laurent marketing strategy:

Since the YSL brand targets the premium segment of customers, it is necessary for them to adopt a premium pricing policy.

Over the years, the brand has been successful in maintaining accurate pricing strategy without much differences in revenue or sales. Yves Saint Laurent provides an entry-level pricing of around 135£ that boosts the ongoing shoppers to be interested in their products. The average price range for permanent collection ranges between 170£ to 2970£ while for ready to wear collections, the price ranges between 135£ to 5270£.


Yves Saint Laurent Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Yves Saint Laurent SWOT Analysis, STP & Competitors

Yves Saint Laurent Place & Distribution Strategy:

Following is the distribution strategy in the Yves Saint Laurent marketing mix:

Yves Saint Laurent brand always projects itself in high-end department stores like Harrods and Selfridge, in selective online departmental stores like net-a-porter and in their official e-shops. They are into web presence too with mobile sales channel developed drastically in the last few years.

Currently, YSL have expanded to more than 35+ countries and is expanding ambitiously in countries like Japan through an increasing number of brick and mortar stores.


Yves Saint Laurent Promotion & Advertising Strategy:

The promotional and advertising strategy in the Yves Saint Laurent marketing strategy is as follows:

With the digital era setting in, the brand has shifted its focus to digital promotional campaigns more. YSL try to promote by video ad campaigns, social media communication and other channels like contest promotion. They leverage their customer base across the social media platforms to promote their products. They often release commercial videos on their Youtube channel to showcase the elegance of their products. On the offline stores, they focus more on visual merchandising, eco-friendly store design to create a stir among the potential customers and try to convert them to loyal customers. Hence this completes the marketing mix of Yves Saint Laurent.


About Yves Saint Laurent:

Yves Saint Laurent, popularly known as YSL is always famous to serve the upper middle and premium class of customers. Currently, it’s cosmetic division is owned by L’oreal and the brand tries to attract the customers who are strong, independent and are particularly very conscious about their fashion. Generally, it attracts urban men and women within the age group of 20 to 40 years.

But at times it has a loyal customer base for people aging 50 who are well affluent economically and tries to carry an image professionally. With digital era beginning, the company has made its firm presence in the web space and its customers are quite vocal about the products across all social media platforms.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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The names and other brand information used in the Marketing Strategy & Mix section are properties of their respective companies. The companies are not associated with MBA Skool in any way.

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