MANAGERIAL ENTREPRENEURSHIP IN YSL BEAUTY

Managerial entrepreneurship in YSL Beauty

Chapter I

Introduction:

I aim to examine Managerial entrepreneur in YSL Beauty. YSL Beauty which is a luxury fashion house was founded by designer Yves Saint Laurent and his partner in 1961. Besides being innovative and creative, Yves Saint Laurent was an managerial entrepreneur himself and he inspired this managerial entrepreneurship spirit in his company, YSL Beauty.

 Yves Saint Laurent is famous in some fashion trends such as beatnik look, safari jackets for men and women, tight pants and tall, thigh-high boots, Le Smoking suit (famous classic tuxedo suit for women, 1966) which was his arguably creation during 1960s-1070s. He also was the first designer who used the black strategy in his shows.

 In 1964 Yves Saint Laurent launched the first YSL Beauty Perfume “Y” for women which leaded YSL Beauty brand to vast its activity. 14 years later 1978, YSL Beauty Make up has been launched with the following tag-line:

“Yves Saint Laurent gives a face to the woman he dresses”

This case study project will focus on YSL Beauty and not YSL Beauty brand in general. YSL Beauty has a Daring concept. Studying every individual launches can show the audacity aspect of this brand. As an example launch of Kouros Masculine Perfume in 1981 made a big fuss in France. Kouros Strategy was completely nude and his photo was dispread in France Perfumery. Another example is choosing the name of “Opium” for YSL Beauty Famous Feminine Perfume in 1977. Or even launch of another Feminine Perfume “Champagne” made YSL Beauty again a hot subject to be discussed in fashion world.(Champagne is a registered trade name for the alcoholic drink product which obviously could not be used for another product). “Champagne” perfume has been renamed to “Yvresse”. Ivresse in French means drunkenness but the dictation has been changed in a way to be pronounced the same but remind you “Y” for YSL Beauty.

Managerial entrepreneurial Mindset:

Managerial entrepreneurs rationalize the use of resources; attempt to expand into new markets to assure the continued use of resources. Based on Managerial entrepreneurial Mindset, managerial entrepreneurs who are shown as “satisfied manager” are those who consider status Quo for achieving future goals. Also they see possibility in perceiving capabilities. These managerial entrepreneurial characteristics help them to achieve more competitive advantage over rivals.

 Managerial entrepreneurs try to increase customer satisfaction and encourage risk-taking activities. Managerial entrepreneurs can lead YSL Beauty to obtain more efficient, flexible and adaptable management by supporting both intensive and extensive innovations in the management teams.

 This project will analyze the characteristic of YSL Beauty top management line and debate the conformity of them to characteristic of managerial entrepreneur such as risk taking, challenging ability, innovative and opportunity finding.

Aims and Objectives:

In this project managerial entrepreneurial characteristic of YSL Beauty managers as one of the top luxury brands in perfumery-cosmetics will be studied. Based on the managerial entrepreneurial ability of managers, the reason of their long-term success will be ...