Yves Saint Laurent is a French fashion designer renowned for making ready to wear clothing. Recently Yves Saint Laurent has changed the brand name to Saint Laurent Paris. The change in brand name to Saint Laurent Paris was introduced by the director Hedi Slimane. “Unfortunately, Hedi Slimane is no longer with the company (Phelps, 2016)” and the director is now” Anthony Vaccarello for Saint Laurent Paris (Milnes, 2016)”.
In the fashion world things are subject to change which is good in some ways. It depends on the timing of the change in the industry. To make sure the name change does not affect the sales for the fashion collection for Saint Laurent Paris a review of the social media platforms is necessary.
The current social media platforms that is being used by Saint Laurent Paris is Facebook, Twitter, Instagram and You Tube.
On the Facebook page for Saint Laurent Paris there will be photos of the clothes that were made by Yves Saint Laurent. There are videos of Fashion shows. There are currently posts starting in January letting people know about the upcoming Saint Laurent Paris Spring Summer 2017 Full Fashion Show. Which gives an exclusive view before the show this summer. The posts are generally referencing Fashion shows and photos of clothes. The posts usually link to the main Saint Laurent Paris website www.ylc.com and to another social media website. In this case, it would be Instagram since we are on the Facebook social media platform.
The twitter social media platform shows Saint Laurent Paris displaying clothes and information about upcoming Fashion shows. The most current tweet is in January about the upcoming fashion show. The images on twitter are clothes and some text about the date of the shows or the photo attached. On Twitter, I do not see any other links except for the link to the main website www.ysl.com.
“Instagram shows photos of clothing that have been designed by Yves Saint Laurent. The text on Instagram describes the photo attached. The only link is the main website www.ysl.com (Euse, 2016)”.
You Tube has different shows that you can view of Saint Laurent Paris designs. You Tube has the exclusive upcoming show that will take place in the Spring Summer of 2017. Which will be a full fashion show. There is also the video of the Saint Laurent Paris Spring Summer 2016 Show where menswear is displayed.
The social media platforms that are currently being used by Saint Laurent Paris fall are in line with general populations they want to attract. The focus for Saint Laurent Paris is young people. To some degree that is good. Although to pay for the designs that Saint Laurent Paris makes a mix crowd would be a better strategy to take. Parents are the people who pay for the expensive designs that young people purchase from Saint Laurent Paris.
In my opinion a focus on the young is fine but also include an older population that would be interested in purchasing the fashion designs that Saint Laurent Paris offers would be better.
The way to improve the current use of the social media platform would be too. Design a newsletter geared to showing the bags, shoes and perfume that is still under the logo Yves Saint Laurent. Send the newsletter to all the Facebook, Twitter and Instagram followers. Pick certain products and add some short description and do a test on one social media platform and see what the results are before going to the next platform. There is not enough information out on the website or on the social media platforms that Saint Laurent Paris currently displays.
Another way to improve the social media platform for Saint Laurent Paris would be to design a app for the products. The app can be placed on a mobile phone, computer, or kindle device. The app will make it easier for consumers to purchase clothing, shoes or perfume from Saint Laurent Paris online.
Since the brand name has been changed it would be better to make a complete change. Having the bags, shoes and perfume under Yves Saint Laurent logo and the clothes under Saint Laurent is very confusing. It should be under one brand name Saint Laurent Paris.
Some of the designs that Saint Laurent Paris offers are as follows:
As you can see from the samples of designs from Saint Laurent Paris collection above, to make progress in fashion design having a social media platform is important. Saint Laurent Paris has a good following on the Facebook, Twitter, Instagram and You Tube. Saint Laurent Paris should continue with the social media platforms that they have built up. Focusing their social media platforms on the young people is a good idea. I still feel that all people should have access to the designs that Saint Laurent Paris offers. When you offer your designs to all people, it gives Saint Laurent Paris a better chance of making a profit in the fashion industry.
References
Euse, E (2016, January), “Saint Laurent Has Finally Joined Instagram (UPDATE)”, Complex Style, Retrieved from: http://www.complex.com/style/2016/01/ysl-joins-instagram.
Milnes, H., (2016, April), “Like a bad breakup: When Fashion houses clear Instagram histories for new designers,” Digiday, Retrieved from: http://www.digiday.com.
Phelps, N., (2016, April), “In-Out-Out Creative Directorships Can’t Be Good for the Fashion Business”, Vogue, Retrieved from: http://www.vogue.com.
