The two have been witnesses of this and have had to undergo court battles to settle their differences, in the famous red sole lawsuit (Alexander, 2012). This paper compares the retail experience of the two luxury brands and explores each through two tenets. First off, it critically reflects on the effective strategies of fashion marketing and retailing that is employed by each brand. Secondly, it evaluates the purpose of store location and its support for brand awareness. The battle that has been between the two is also explored in-depth.
History of the Luxury Brands
Yves Saint Laurent (YSL)
Yves Saint Laurent (YSL) is also referred to as Saint Laurent Paris. Yves Saint Laurent and his partner Pierre Berge pioneered the founding of the company in the year 1961 (Oakley &. Kubler, 2013). The luxury brand constitutes one of the most outstanding fashion houses that stock both iconic and modern pieces. For shoe fashion lovers a knowledge of the fashion house is a must because of their products. YSL stores a wide range of products including leather goods, jewelry, both men and women’s ready to wear products as well as tuxedo and women jackets. Cassandre designed the brand’s current logos in 1963. The luxury brand was bought by Gucci in 1999 (Oakley &. Kubler, 2013). PPR also owns some share of the fashion house. The death of the founder in 2009 left the brand in a tumultuous situation. However, the brand and the logo of the company still remain to be attached to some of the products it sells. In a move to stay modern the company has dropped the name Yves since it rebranded. Most fashion forecasters have placed the existence of the brand as forever.
The Christian Louboutin designer brand is one of the most sought after shoe heritage brands. The brand that was launched in November 1991 has done fairly well compared to other luxury brands that deal in the same products.