Yesterday, I came across a post about… I can’t quite recall what it was about because my attention was completely drawn to one of Kering CEOs, Francesca Bellettini, wearing a Saint Laurent burgundy set. She looked so empowering, effortlessly aligned with the brand that, in recent seasons, has embraced The Lover archetype. However, the set itself evoked elements from both The Ruler and The Explorer archetypes.
📌In terms of market targeting, the audience for The Ruler and The Explorer archetypes includes:
• The Ruler: Ambitious, confident, successful women who value power, control, and leadership.
• The Explorer: Adventurous, independent, free-spirited women seeking new experiences and personal growth.
📌When we look at purchasing power:
• The Ruler typically has the highest purchasing power, driven by wealth, status, and a desire to project authority.
• The Explorer follows closely, focusing on functional luxury and selectively investing in high-quality, adaptable items.
• The Lover may have comparatively lower purchasing power, as their spending is driven by emotion and indulgence rather than power or functionality.
I have strong associations with certain items. Saint Laurent is my top choice when considering a pantsuit—after all, maestro Yves Saint Laurent was the first to adapt the traditionally masculine suit for the female body.
You can still find them in Saint Laurent’s collections—if you know the brand’s history you’ll definitely check the variants. But for newcomers, current positioning may lead to associations with entirely different types of clothing, given the focus on The Lover archetype.
Saint Laurent Fall 2024 Campaign
Which, in my view, represents a missed opportunity for the brand. Mixing archetypes in its positioning would allow Saint Laurent to attract a broader range of audiences. Currently, the brand seems to cater to a more trend-sensitive audience, while simultaneously raising prices (painfully so). This could be balanced by targeting a less price-sensitive, more loyal audience with The Ruler and The Explorer archetypes.
***
I remember trying on Saint Laurent red dress a few seasons ago. You could read in my eyes the feeling it gave me. Despite the deep V-neck and color, it wasn’t giving The Lover vibes😉.
* Check out my case study on Saint Laurent’s pricing strategy, featuring the jumpsuit example, here.
** Why J’adore Dior ad with Rihanna doesn’t click. Archetypes view here.