Company: Kering Group and L’Oréal Group
Brand Value: US$ 3,596 million
Change since 2018: 34%
Headquarter City: Paris & Clichy
Year Formed: 1961
Saint Laurent is a high-end men’s and women’s fashion brand, offering ready-to-wear clothing, shoes, bags, accessories, eyewear and gifts. It has enjoyed double-digit growth in the past year, driven by sales from the heritage permanent collections and a range of innovative new products. The brand unites Yves Saint Laurent heritage with the latest in fashion as it seeks to embody a new generation of French couture that will appeal to millennials. Saint Laurent is a heavy user of innovative technologies in its products and its communications; it is rolling out 3D printing, as well as building a strong image on Instagram and through YouTube. YSL cosmetics and fragrances are experimenting with virtual reality and augmented reality. For the perfume Mon Paris, advertising included a virtual reality video showing 360-degree views of locations across the French capital. The business is expanding, having doubled its number of staff in the past four years.