Saint Laurent have many top competitors, all beginning big well known designer brands. However I feel like this isn't a top priority to the brand, I feel that top designer brands don't worry about competitors as they all sort of do their own thing and have their own unique style. Compared to high street and fast fashion brands they are all competing with the same style and trends each season. Although saying this I do feel that in some aspects they do compete. I think that staying relevant and trending on socials is something which they do and prioritise. Using celebrities in fashion shows and campaigns to make headlines and keep people talking is something which I have noticed many fashion brands doing resonantly.
Versace, an Italian luxury fashion company, founded in 1978 by Gianni Versace who sadly got murdered in 1997. Donatella Versace, sister of Gianni took over the brand and is still creative and artistic director to this day. The brand is known for its luxurious grand prints, eccentric and striking, catching peoples eyes from fashion shows to red carpets to homeware. I have always noticed with Versace that celebrity endorsement is a huge part of the brands marketing and branding. Top super models are always featured in campaigns and shows, resulting in mass media acknowledgment. As seen in the campaign picture, all models used are huge top models and have millions of followers on their socials.
When looking into Saint Laurents competitors I wanted to look at the brands over all marketing techniques and look. I decided to look at their websites as well. Versaces website is extremely easy to use and to navigate what you are looking for, similar to Saint Laurents website. However I did find that there were a lot more options to filter down what exactly you are looking for on Versace. Also Versace has homeware and children clothing, this opens up a new aspect to the brand and gives people more of an option, which targets a larger audience.
Versace Fall Winter 2018 campaign
This campaign is very much a look book, just like most of the Saint Laurent campaigns, it doesn't have a story but it is visually and artistically put together with the initial idea to entertain with the music, editing and styling. Quick sharp cuts are used allowing many features to be shown, creating a look book for the collection. I really like how different effects are used like the old school film, it gives character and a vintage feel. With this campaign Versace are basing it on the checked prints, the models are styled in this with the same or contrasting set background making it visually pleasing and artistic.
I then thought I would look at Gucci as a competitor. I am a huge lover of Gucci and thought that Gucci and Saint Laurent are actually very different. Gucci don't really use celebrities in campaigns, yes Gucci dress for red carpets and events but when it comes to there campaigns they aren't really used and neither are top models, they don't make this a priority compared to Versace and Saint Laurent. However there casings are always very art driven and the models always look extremely eccentric and character like.
When looking at the website it was very similar to Versaces, the options were all the same and it was very easy to filter down to what exactly you were looking for. Gucci also have children's clothing but don't have homeware. This really makes me notice Saint Laurent as a brand, the fact they are very much targeting a certain type of audience and they know what they are as a brand, a night out luxury brand.
Gucci Spring Summer 2019 campaign
This campaign is very different to Saint Laurent and Versace campaigns. It again creates characters and tells a story, it isn't focused on the clothing at all. I you were to watch this without knowing was it exactly was you wouldn't even know that it was a fashion brand campaign. The models and actors in the campaign are all dressed in the Gucci Spring Summer collection but it isn't focused on that, you are more invested in the story and what is being said and going on throughout. I feel that this is very Gucci and expresses Gucci as a brand.
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