Saint Laurent Brand Audit
BRAND AUDIT · SOCIAL LISTENING · LUXURY · JAN-MAR 2026
169
people surveyed, plus Brandwatch and Google Trends
95%
know the brand
9%
call it rebellious
41%
say Prada feels similar
36%
say it’s replaceable
72%
spend under $1,000 a year on luxury
THE FOUR GAPS
Meaning
Rebellious 9%, gender-neutral about 0%.
The brand’s edge isn’t top of mind.
Attention
Visibility peaks at Fashion Week and ambassador moments, then fades outside those period.
Ownership
Understood, but not exclusive. 41% see Prada as similar.
Conversion
People admire and follow,
but 72% spend under $1,000 a year.
THE RECOMMENDATION
Turn social spikes into cultural depth
Use live music and DJ sessions, starting with Babylone, to give ambassador moments somewhere to land. Bring the Parisian night narrative to Asian cities and reach spenders, clients and VICs.
The team also recommended retail and film experiences.
TIMELINE
Jan to Mar 2026
3 months
ROLE
Social listening, consumer mental map, gap analysis, live music recommendation. Helped build the survey.
Team of 6
SKILLS
Social listening: tracking what people say and search about a brand online
Consumer mental map: what customers actually associate with the brand
Survey design · Brandwatch · Google Trends · Gap analysis
PROCESS
01 — Mapped the brand
Core, essence and extensions, from Saint Laurent’s own channels.
02 — Asked and listened
169-person survey I helped build, plus Brandwatch and Google Trends.
03 — Found the gaps
Where the brand’s identity and customer perception split.
04 — Made a recommendation
Live music and DJ sessions to turn social spikes into culture.
THE MAP
What Saint Laurent says it is, next to what customers say.
WHAT’S MISSING
The pieces of the brand’s identity that customers don’t mention.
THE GAPS
Four places where the brand’s meaning breaks.
THE PLAN
Turn social spikes into live music moments.
