Discussion: The State of Kering

[FashionPower]

I am still impressed that leather goods represent 70% of YSL sales while never being shown on the runways.

It's the opposite for me, I'm surprised LG or SLG sales are so low, I was expecting > 80% or even more like Louis.
Vaccarello's offering is extremely off putting and considered "unreachable" by the general public: too bourgeois and too snobbish, in contrast with the rock&roll groupie image by Slimane that was more considered more relatable and up to the current times.
Let's be honest, YSL is the go to brand for all the girlies who know nothing about high fashion but still want to flex the logo and the status symbol but don't want to look as "cheap" as a Louis Vuitton monogram and can afford better than a Jacquemus Chiquito. YSL is a very safe and reliable brand for the leather goods: you got the Cassandre logo that screams "look at me! I can afford a 2k bag, I am a rich and independent woman", but not as tacky as a LV monogram, the leather is decent and the designs are pretty much trendy: you got the quilting, the smooth leather, the mini bag, the tote and so on. Of course the brand equity is high and brand is well perceived among the general public. You would be shocked by the amount of tacky girls / women you can see in Milan carrying the deadly combo of a puffer jacket, basic jeans, sneakers and a LouLou from YSL...as they think that 2k bag with actual production cost of 50 bucks would elevate their basic looks. Majority of YSL customers are either these girls or russian looking hookers full of botox and lip filler hanging around with Opyum Cassandre heels and Cassandre logo wallet on chains with metal tassel. People from marketing should study why so many instagram girlies are obsessed with either Opyum heels or Givenchy Shark Lock boots.
At the end, YSL is just a Cassandre logo for the general public, of course someone would still buy the Skims looking figure hugging dresses, the leather oversized trench coats but the ratio will be like 1 out of 10 LouLou...

 

[yslforever]

It's the opposite for me, I'm surprised LG or SLG sales are so low, I was expecting > 80% or even more like Louis.
Vaccarello's offering is extremely off putting and considered "unreachable" by the general public: too bourgeois and too snobbish, in contrast with the rock&roll groupie image by Slimane that was more considered more relatable and up to the current times.
Let's be honest, YSL is the go to brand for all the girlies who know nothing about high fashion but still want to flex the logo and the status symbol but don't want to look as "cheap" as a Louis Vuitton monogram and can afford better than a Jacquemus Chiquito. YSL is a very safe and reliable brand for the leather goods: you got the Cassandre logo that screams "look at me! I can afford a 2k bag, I am a rich and independent woman", but not as tacky as a LV monogram, the leather is decent and the designs are pretty much trendy: you got the quilting, the smooth leather, the mini bag, the tote and so on. Of course the brand equity is high and brand is well perceived among the general public. You would be shocked by the amount of tacky girls / women you can see in Milan carrying the deadly combo of a puffer jacket, basic jeans, sneakers and a LouLou from YSL...as they think that 2k bag with actual production cost of 50 bucks would elevate their basic looks. Majority of YSL customers are either these girls or russian looking hookers full of botox and lip filler hanging around with Opyum Cassandre heels and Cassandre logo wallet on chains with metal tassel. People from marketing should study why so many instagram girlies are obsessed with either Opyum heels or Givenchy Shark Lock boots.
At the end, YSL is just a Cassandre logo for the general public, of course someone would still buy the Skims looking figure hugging dresses, the leather oversized trench coats but the ratio will be like 1 out of 10 LouLou...

That's actually a case study of marketing, because not one of those bags have appeared on the runways in nearly 8-10 years. And campaigns are barely focused on them.