What is Balenciaga’s marketing strategy?
What is Balenciaga’s marketing strategy? Balenciaga is a luxury fashion house founded in 1917 by the Spanish designer Cristóbal Balenciaga. It is worth mentioning that the use of marketing was not going to go unnoticed by Balenciaga because it was a luxury brand. On the contrary, all fashion firms have come to understand that using a plan of effective marketing strategies, they can continue to provide customers with what they expect.
In this post, we will mention everything related to the marketing strategy of Balenciaga, one of the most important fashion houses in the world.
Balenciaga entrusts its marketing to Ludivine Pont
It is important to point out that advertising for luxury fashion brands is not focused on selling or promoting themselves massively. Therefore, the main objective is to offer the client exclusivity and status.
Therefore, to meet these expectations, Balenciaga has a team of professionals in charge of the marketing area. In fact, in April 2021, the band completed its team with Ludivine Pont. Who comes from Moncler and has now been selected for the director of marketing.
This 30-year-old has been entrusted with a very important role, and that is to increase and improve both brand awareness and customer experience.
Characteristics of the Balenciaga marketing strategy
Let’s see how the Balenciaga marketing strategy works, and which have been the most relevant throughout the history of this fashion firm:
Giving up social media
In 2021, Balenciaga marketing followed other luxury fashion houses such as Bottega Veneta by departing from platforms like Instagram by deleting all their posts. Because of this, many people wondered if this was due to a news release, another logo, or identity.
But shortly after, the launch of a new campaign could be seen. In it, the brand unveiled just 10 faces and the presence of celebrities such as Justin Bieber. In fact, the audience was shocked to see the Canadian. Mostly because of his look, which drew a lot of attention.
So, although it seems very strange to disappear from social media, it’s a strategy used by relevant brands. After all, they rely on their ambassadors to speak for the brand instead of doing it themselves.
This has been a promotional strategy for Balenciaga, and it has not been used just once but repeatedly. And it is that many community managers bet on controversies when they want to go viral on social media or launch a product that fits the audience quickly.
The brand apparently copied a souvenir to launch a $2,000 bag on this occasion.
The truth is that although Balenciaga was even sued in New York City because of it, the “market bags” have been sold for a fixed price. As we can see, being a consolidated brand also has its advantages.
Kim Kardashian as a brand influencer
Influencer marketing has given a lot to talk about in recent times. It is one of the reasons why many luxury brands have joined this type of marketing.
For marketing experts, more than fashion, the fact that Kim Kardashian will appear completely covered in black at the New York Metropolitan Museum gala is a marketing strategy.
Why? Because this influencer has more than 200 million followers on Instagram, and even if you don’t see it, it’s recognizable, and that’s what happened that day. No matter how she is dressed, the fact is that Kim will always generate conversation and interest, and that is what Balenciaga has capitalized on.
The brand keeps being the essential point of the strategy
Balenciaga knows this very well, and being a luxury brand, it maintains its commitment to highlighting its clothing, expensive materials, and quality tailoring.
However, what really sells are the brands, which is why Balenciaga continues to work on its strategy to continue offering the exclusivity that characterizes it.
And it is that a luxury brand that does not offer this feature would not be luxury.
The point is that its strategy has been on track until now as it continues to be one of the desired brands.
The Simpsons as a promotion for the brand
This has been the most recent marketing strategy to promote its upcoming spring/summer 2022 collection.
To carry out this marketing strategy, there is a special chapter in the series that everyone who attended Paris Fashion Week has been able to see. This way, a screen was placed on the catwalk to enjoy the appearance of the classic characters of this series, such as Marge, Homer, Bart, Lisa, and Maggie. Similarly, you could also enjoy other characters such as Marge’s sisters, Selma, the boss Gregory and many more.
The objective of this union has been to promote the new collection, specifically through social media. The reason is that this animated series is one of the most popular in the world. After all, it has been on television for over 30 years, and it’s still the favorite series of all generations.
This is a foolproof strategy. That is why many brands use figures to draw the audience’s attention. Especially at the moment, when social media is in trend.
Kim Kardashian for Balenciaga Campaign
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Like the Balenciaga marketing strategy, marketing strategies change over time, and luxury brands adapt to emerging trends. In the case of Balenciaga, the strategies mentioned are the most relevant, especially the use of the Simpsons for the presentation of its next collection.
Suppose you have a luxury brand. In that case, BluCactus can help you create the marketing plan you need to offer exclusivity and reach your potential audience. You just have to contact us, and we will gladly assist you.
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