SAINT LAURENT REDUCES PRICES

Saint Laurent

An initiative that could make the brand's luxury products more affordable for a wider segment of consumers. The models that have undergone this price drop are some of the brand's most coveted and recognizable. The Seau bucket bag, the star of numerous advertising campaigns, has seen its cost reduced by 20% for leather variants.

via YSL website

The same goes for the timeless Loulou, whose leather version now costs about $2,000 instead of $2,490.

via YSL website

But the biggest reductions involved the Sunset and Souple lines. The former, an over-size shopper popular with influencers, now starts at $1,350 instead of $1,990. The second is a refined shoulder bag. Its price has dropped as much as 30% for the small variant, coming in at $1,150. Saint Laurent made this decision during economic uncertainty.

via YSL website

Many consumers in the luxury market seem to be cutting spending. This strategy could gain new customers. It was untapped before. Industry analysts say higher competition caused this price drop.

Brands like Bottega Veneta and Celine have taken market share from Saint Laurent.It is certain that this move has created a wave of excitement. It has excited fashion victims. Many female consumers have rushed online and to stores to buy the lowered designs. A sign that for some, even in uncertain times, luxury remains a temptation that is hard to resist, especially at a slightly more affordable price. We don't yet know if this low price strategy will be short-lived. Or, if it will mark a broader change of pace for Saint Laurent. They are moving toward a premium but no longer unaffordable, positioning. A gamble that could either bring new life to the brand or risk diluting its exclusive luxury aura.