It's been more than a week since Yves Saint Laurent's infamous name change to Saint Laurent Paris. While the new creative director Hedi Slimane's decision to drop the "Yves" has been backed by Yves Saint Laurent's former lover and partner Pierre Berge, I wonder if the name change will hurt the iconic brand.
I am definitely an advocate of the saying, "If something isn't broken, don't fix it."From a PR aspect I can't image the name change will hurt the luxury brand too much. (Although it may baffle Generation Z-ers). It has definitely become a staple household name. But the still leaves me sad.
Check out these other companies that changed their names and remained successful:
Fashion 21, initially a middle-aged women's store, changed its name to Forever 21.
Polo Ralph Lauren Corp. dropped the Polo and became Ralph Lauren.
And in un-fashion related news, Opal Fruit became Starbursts.