Yves Saint Laurent, abbreviated YSL, has always been a powerful brand positioned amongst the top designers on the market. The success has lead the french iconic brand to 80 stores globally.
Come autumn, all store signage, clothing labels and logo's will be rebranded SLP, short for Saint Laurent Paris.
It just doesn't sound right does it?
YSL to SLP...
After 50 years existence on the market, you can understand why this thought has emerged, however a Parisian recognised classic with high culture integrity can not be expected to change and be approved by consumers across the world. It is disrespectful to it's heritage and most of all the greatest fashion name in history; Yves Henri Donat Mathieu-Saint-Laurent.
The new creative director, Hedi Slimane, has chosen to radically change the brand name to typically reposition and upgrade the brand. Perhaps this is to remove negative connotations associated with YSL, but I'm not so sure there was any?
Messing with a classic is a bad idea.
The new name and the great impact that has been placed on the company’s product representation sends out a complete new message about who they are and what they represent. It is very important that the company’s identity be handled with some degree of sensitivity and care so as not to run old customers away.
If it isn't broke don't fix it.
