Beijing News Shell Finance News (Reporter Yu Menger) On June 8, local time, Kering Group announced at the investment conference that it will cultivate its brand Saint Laurent into the second Gucci. The medium-term goal It is doubling Saint Laurent's annual sales to 5 billion euros and plans to increase its EBIT margin to 33% from 28.3% last year.
The financial report for the first quarter of 2022 shows that during the period, Kering Group’s revenue increased by 27% year-on-year to 4.956 billion euros, and comparable sales increased by 21.4%.Among them, Saint Laurent, as the brand in the second echelon of Kering Group, successfully overtook Bottega Veneta, a brand of the same level, to become the brand with the best revenue performance in this echelon, with revenue increasing by 43% year-on-year to 739 million euros.Divided by market, Saint Laurent's revenue in the Asia-Pacific market increased by 15% during the period, and the European and US markets increased by 100% and 77%.Compared with Baodiejia's digital marketing through various means, Saint Laurent has focused more on expanding its sales network in the past few years.It is reported that the brand will increase investment in marketing and communication in the future.
In fact, the design direction of Saint Laurent has not changed significantly in the past two years. On the basis of maintaining a stable style, it has followed the market trend and launched a number of popular handbags, including the LE5À7 (“5À7” in French in line with the trend of underarm bags. Chinese translation is "5 o'clock in the evening to 7 o'clock", inspired by the 1962 movie "Cleofrom5to7") handbags, Le Manhattan handbags, Monogram old flower handbags and classic Nikki handbags, etc., but did not attract special attention from the industry and consumers .Judging from the trend of social media public opinion, Saint Laurent's "turning popularity" may have a certain relationship with Rosé, a member of the Korean girl idol group Blackpink.
Rosé has developed a close relationship with the brand, starting with frequent invitations to the Saint Laurent fashion shows in 2019 and 2020.In 2020, Rosé appeared for the first time in the denim collection helmed by the brand designer Anthony Vaccarello, which attracted a lot of attention.This close relationship soon translated into a formal partnership appointment.In June 2020, Saint Laurent released a video advertisement of Rosé wearing the brand's 2020 autumn and winter series on the official social media, officially announcing that Rosé became the brand's global spokesperson. Within an hour of the advertisement's release, the number of likes exceeded 800,000.
Half a month later, Saint Laurent released the advertising blockbuster of Rosé holding The Solferino32 series bags, and put a large number of fashion magazine inner pages and covers, successfully driving the sales of handbags.It is worth noting that in September 2021, Rosé was invited to the Met Gala red carpet by Anthony Vaccarello, opening the era of deep binding between the two parties.
Netizens shared the first pair of Saint Laurent high heels purchased in Xiaohongshu.Figure/Screenshot of Xiaohongshu
The Beijing News Shell Finance reporter searched for the keyword "YSL Rosé" in Xiaohongshu, and more than 7,500 notes were displayed, including a large number of shopping shares "planted" by Rosé. Some consumers are buying Saint Laurent items for the first time. It reflects the influence of spokespersons and the directional purchasing needs of young consumers from the side.Can Saint Laurent, who has tasted the "sweetness" of celebrity endorsements, become the next Gucci under the planning of Kering Group?
Beijing News Shell Finance reporter Yu Menger
Proofreading Wang Xin
Screenshot of the cover image of Saint Laurent's official social media
