THE SUCCESS OF YVES SAINT LAURENT IN A GLOBAL MARKET

Abstract

The study was to explore and examine the success of Yves Saint Laurent in a global market. Qualitative research methodology was employed. The study found that Yves Saint Laurent established a remarkable reputation for outstanding design and a leading fashion empire. Moreover, significantly, rebranding made Yves Saint Laurent become one of the top ten brands. There had been more choices of its products so-called brand’s tailoring offer ranging from jeans to tees, to python blazers, and to permanent collections. All was exceptionally more wearable, saleable, and aesthetically consistent to the well-known globally and the older Yves Saint Laurent consumers than ever before. The YSL brand has still been boosted its success.