In response to an evaluation of Saint Laurent’s current standing and market research, it was determined that the brand has much potential to expand within the United States. The United States is a market of concern for Saint Laurent, most recently having a 15% decrease in 2023 compared to 2022. As the United States has the highest luxury goods market share at $75.7B (as of 2023) and is projected to increase to $77.3B within the year, it peaks the need for the brand to succeed in this market.

Saint Laurent has welcomed a new creative director, Anthony Vaccarello, who has begun redesigning storefronts within the past two years. This new store concept combines modernism and naturalism with the same Saint Laurent flare. The new store will reflect this vision.

When considering where within the United States was best for a new store, Washington, D.C. stuck out. The capital is currently one of FT Kearney’s top 30 cities with an increasing number of high-net-worth individuals. The City Center selected for the store will be the first Saint Laurent storefront in Washington, D.C., and currently houses storefronts of several core competitors.