Ivey Publishing

Product Details

Yves Saint Laurent: Strategic Leadership of Creative Directors
Product Number:
Publication Date:
Revised Date:
16 pages (8 pages of text)
Product Type:
Case (Pub Mat)
On April 1, 2016, fashion house Yves Saint Laurent (YSL) announced the departure of its creative director who had been responsible for successfully reviving the struggling YSL brand since 2012. Three days after this surprising departure, the company announced that its next creative director would be a relatively inexperienced, 36-year-old designer. After decades of leadership turmoil and financial instability at YSL, the incoming creative director was facing increasing pressure from stakeholders to build off the success that his predecessor had achieved. The global luxury fashion industry had become increasingly competitive, with multiple brands competing for the industry’s estimated value of €265 billion in 2017. Had YSL made the right decision in selecting this young director? To help YSL remain one of the top brands in the fashion industry, should the new director implement a strategy that builds upon the successful foundation created by his predecessor, or should he develop new strategies?
Learning Objective:
This case was written for senior undergraduate and graduate business students. The case should be used in the strategy formulation and strategy implementation sections of a strategic management course. The case helps students learn about several topics, including the following:
  • Value proposition
  • Competitive advantage and first-mover advantage
  • Licensing and diversification
  • Organizational leadership (especially in the luxury fashion industry)
  • Succession
General Management/Strategy,  Entrepreneurship,  International
Retail Trade
France, Large, 2016
Intended Audience:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
Associated Materials
Translations: Simplified Chinese (16 pages)
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