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Saint Laurent Paris rebranding effort to settle over time

October 31, 2012

 

The rebranding of Yves Saint Laurent to Saint Laurent Paris will likely affect in the short term the brand's relationship with its customers as they adapt to the new name for the French designer.

The Web site and ready-to-wear line of Saint Laurent Paris have been updated to reflect the name and logo change, but not all areas of the brand are being renamed, including the beauty line which remains under the Yves Saint Laurent name. Experts agree that the execution of the French label's name transition could have been stronger.

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