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 in the UK and worldwide, one of the most influential fashion houses in the world.
Who does marketing for Balenciaga?
Balenciaga entrusts its marketing to Ludivine Pont, Chief Marketing Officer (CMO), since September 2021. She moved from Moncler to Balenciaga. It is essential 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.
Balenciaga has a team of professionals in charge of the marketing area to meet these expectations.
This 30-year-old performs a vital 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 has been the most relevant throughout the history of this fashion firm:
Balenciaga’s social media strategy
Giving up social media, What is Balenciaga’s marketing strategy?
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, we could see the launch of a new campaign. In it, the brand unveiled just ten faces and the presence of celebrities such as Justin Bieber.
The audience was shocked to see the Canadian. Primarily because of his look, which drew a lot of attention.
So, although it seems strange to disappear from social media, it’s a strategy relevant brands use. After all, they rely on their ambassadors to speak for the brand instead of doing it themselves.
Disruptive content, What is Balenciaga strategy?
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 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 covered entirely 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 what she wears, 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 is committed to highlighting its clothing, expensive materials, and quality tailoring.
However, what sells are the brands, so 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 provide 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 particular 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 is still the favourite 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.
Do want a marketing strategy similar to
Balenciaga for your brand?
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 following collection.
Suppose you have a luxury brand. In that case, BluCactus can help you create the marketing plan you need to offer exclusivity.
And, of course, reach your potential audience. You have to contact us, and we will gladly assist you. Stay in touch with us by subscribing to our monthly newsletter. And stay up to date with all topics related to digital marketing.
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