French Fashion House: Follow And Optimize Rather Than Change The Way.

Following and optimizing rather than changing the way, France

House Yves Saint Laurent CEO Francesca Bellettini, recently described YSL's next road.

In April 1st, after announcing that Hedi Slimane would leave the post of creative director of YSL, many people began to be curious about YSL's new plan, including what the new creative director, Anthony Vaccarello, would bring to the brand.

There is no doubt that the profitability of Hedi Slimane in YSL is obvious to all. He has successfully rebuilt an aesthetic attitude which is younger than ever before.

He joined in March 2012.

And gradually helped brand revenue grow at a two digit rate.

In the first quarter of 2016, YSL's sales increased by 26.5% to 26 million 930 thousand euros, becoming one of the best performing brands in its parent company.

Hedi Slimane

In the history of Hedi Slimane, it is quite a big thing to rename YSL as Saint Laurent Paris.

Interestingly, his departure also took away the controversial name, and the name of YSL was changed again.

From a commercial point of view, the name of Hedi Slimane changed.

Bellettini believes that this move is not about disrespect the founder, but for the purpose of making the brand logo clear.

However, fashion houses have to deal with the confused minds of customers and change names to confuse people with what they buy, plus the operation of many authorized operators, which is not conducive to brand image building.

This is, of course, a euphemistic evaluation of predecessors' work.

Bellettini thinks YSL needs to be updated and improved, so he has come to Vaccarello, a young designer.

Take a look at Vaccarello, who once worked in Fendi and Versus and has his own brand name. His style is neat and black, and some say Vaccarello is a yearning for independent women.

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After joining the YSL, Vaccarelle will close its personal brand business and concentrate on YSL.

His YSL debut will be the 2017 spring summer series.

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Francesca Bellettini

Anthony Vaccarello

Outside concerns about the good performance of YSL whether it can be extended under the design team led by Vaccarelle. But in the interview with fashion business review BoF, Bellettini said that brand development is not just dependent on the new product of the creative director: "if you go to see, many products will exist before Hedi Slimane. After Hedi, these products have not changed.

They are still part of us and still have a large share of sales. "

What Anthony wants to do is to push the brand's creativity into a new stage.

He must find his own way to combine the market, brand and self style.

It's not easy.

Not only is YSL, but almost all luxury brands have shown a trend of catching up in recent years. "The biggest challenge for us is to lose focus and follow the big stream without thinking about who we are."

Bellettini said to BoF.

Bellettini also believes that YSL also has room for expansion.

According to general data, YSL should now allow 200 shops to spread all over the world.

But now, it has only 143 stores.

Next, YSL will expand from 15 stores to 25 in China, and the Japanese market will continue to expand. Second flagship stores in Tokyo have been included in the plan.

Of course, the primary goal of stores is still to make profits.