Recently, Kering (Saint Laurent parent company) released its annual earnings report, with a total revenue of 10 billion 37 million 500 thousand euros, an increase of 4% over the same period in 2013. In the case of its first brand Gucci and sports brands including Puma, the high growth rate of Saint Laurent has brought back the decline of the company.

Back to 3 years ago, no one would have thought that Saint Laurent would be the forerunner of Kering sales in 3 years. Saint Laurent once performed poorly, and even became the slowness growth brand of Kering in the past few years.

In March 2012, Hedi Slimane became the design director of Saint Laurent. Over the next 3 years, he played a beautiful brand turning around with Saint Laurent in his praise and praise. In 2011, the profit of Saint Laurent was 353 million euros. By the end of 2014, this figure had reached 707 million euros - almost double that of 3 years ago. Compared with 2013, it also has an increase of 27.2%.

Hedi Slimane, who took the YSL studio across the ocean and moved from Paris to Losangeles, was even more astonishing. He suddenly changed the name of Yve Saint Laurent for more than 50 years. He removed the seemingly awkward "Yve" and changed it into Saint Laurent Paris, and defined the series as the advanced product line of "Saint" and "advanced clothing".

Today, on the fashion week, the major brands are on display. clothes More delegates are concepts rather than focus on marketing and sales. Hedi Slimane doesn't think so. He is willing to make clothes for people, rather than just showing clothes. Therefore, the proportion of advanced garments in Saint Laurent is increasing, reaching 23% last year.

　　 Kering According to the 2014 earnings report, although 66% of Saint Laurent products are leather goods and shoes, the proportion of ready-made garments is the fastest growing.

There is hardly a luxury brand that has such a high proportion of garments as Saint Laurent. "They are still luxurious, but they sell basic clothing," said Maiko Shibata, Restir creative director of Japanese retailer. "This is rare in the current market."

With the increase in the proportion of garments and Design On maturity, Saint Laurent vigorously invested in retail stores to increase consumer and brand contacts. At the same time, their price advantage also began to highlight, also classic style and fashion style. Compared with Givenchy and Louis Vuitton, Saint Laurent is obviously more close to the people.

But then, considering the general history of Saint Laurent art and the lonesome performance in the past few years, it is hard to tell whether this is the self adjustment of brand quality or the bow to the market, but in any case, such Saint Laurent is at least successful in business.