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Research On Fashion Trends and Brand Strategies - A Case Study of Balenciaga Marketing Strategy
- 1 School of Design, University of Leeds, Leeds, LS1 5RN, UK
* Author to whom correspondence should be addressed.
Abstract
In the current era of fashion driven by social media such as Instagram, Balenciaga's creative director Demna's grasp of the brand has won more attention and social share. And Balenciaga as a successful brand that has emerged in recent years, this paper focuses on the marketing strategy of Spanish luxury brand Balenciaga in recent years under the pandemic environment. Through the compilation, review, and analysis of several media, consulting, business, trend, and academic research reports on the brand, we first present the current status of the brand and then list several key marketing strategies of Balenciaga (including social media communication strategies, environmental friendliness, brand IP co-branding, and the celebrity effect). This study aims to analyze how Balenciaga, as almost the most popular fashion brand today, has been successful in terms of product and marketing. The final results of the study also show that Balenciaga's popularity is mainly due to the 'crazy' 'bold' brand strategy and the attitude of embracing pop culture and rebellious spirit.
Keywords
Balenciaga, Marketing, Social Media, Celebrity, Meme Marketing, Sustainable
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Cite this article
Li,Y. (2023). Research On Fashion Trends and Brand Strategies - A Case Study of Balenciaga Marketing Strategy. Advances in Economics, Management and Political Sciences,5,199-204.
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Volume title: Proceedings of the 2022 International Conference on Financial Technology and Business Analysis (ICFTBA 2022), Part 1
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