Aspirationnal : YSL Manifesto
Using street marketing as a communication tool when being a top luxury couture symbol like YSL seems risky for the brand image but the daring parisian house did not hesitate to change the rules. Two years later, “the Manifesto day” has become one of the great events of fashion.
The Manisfesto is foremost a luxurious magazine which purpose lies on showing the footage of the advert campaign. Some 500.000 units are published and distributed twice a year to the people met on the streets of Paris, London, NYC, Tokyo, Hong Kong and Seoul. The Manisfesto is also much wanted for the customized fabric bag offered to the first 2000 people.
Last February 14th, the precious magazine was including a special gift: a red heart USB key to celebrate Valentine day. When the buzz came up, it was already too late to expect getting one.
Would YSL be the first democratic french luxury brand ? Unusual is a luxury brand willing to entrust the anonymous from the street to increase brand visibilty and image. Nevertheless, the Manifesto day is certainly one of the most exciting events since everyone has a chance to experience it. Where there’s hope there is affection (and a successful buzz!!).
Capitalizing on an aspirational positionning, YSL plans to capture a larger attention than streets’. For this Fall Winter season, an Internet plan (facebook, twitter, manifesto website) has been set up to take over the event and announce another chance to … win a bag, a magazine, or (worst of all) watching the Manifesto on-line on the publication day.
GOOD LUCK !
www.facebook.com/yvessaintlaurentofficial (over 14.000 fans)
YSL on Twitter.com (over 3700 followers)
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