Research On Fashion Trends and Brand Strategies - A Case Study of Balenciaga Marketing Strategy

Research Article
Open access

Research On Fashion Trends and Brand Strategies - A Case Study of Balenciaga Marketing Strategy

Yuanchen Li 1*
  • 1 School of Design, University of Leeds, Leeds, LS1 5RN, UK    
  • *corresponding author liyc1002@gmail.com
Published on 24 April 2023 | https://doi.org/10.54254/2754-1169/5/20220079
AEMPS Vol.5
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-21-8
ISBN (Online): 978-1-915371-22-5

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

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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References

[1]. Reichart, E. & Drew, D. (2019). By the Numbers: The Economic, Social and Environmental Impacts of “Fast Fashion”. https://www.wri.org/insights/numbers-economic-social-and-environmental-impacts-fast-fashion

[2]. WGSN Insider. (2022). Innovators call for more action to save our oceans. https://www.wgsn.com/en/blogs/innovators-call-more-action-save-our-oceans

[3]. Varga, C. & Bailey, E.G. (2021). WGSN | Big Ideas 2023: Beauty. https://www.wgsn.com/en/blogs/why-empathyloyalty-and-value-will-help-brands-navigate-cost-living-crisis

[4]. Piancatelli, C., Carbonare, P., and Cuadrado-Garcia, M. (2020). Balenciaga: The Mater of Haute Couture. 141-162

[5]. Kering. (2022). Balenciaga. https://www.kering.com/en/houses/couture-and-leather-goods/balenciaga/history/

[6]. Zeitune, L. (2021). Popularizing Haute Couture: A Balenciaga Brand Case Study. Art and Design Review. 9, pp.46- 57.

[7]. Flaccavento, A. (2021). Balenciaga’s Couture Reboot: Revolution or Reiteration? https://www.businessoffashion.com/reviews/fashion-week/balenciagas-couture-reboot-revolution-or-reiteration/

[8]. BOF Team. (2021). Demna Gvasalia: ‘Couture Is The Most Sustainable Way of Consuming’. https://www.businessoffashion.com/podcasts/luxury/demna-gvasalia-couture-is-the-most-sustainable-way-ofconsuming/ ’

[9]. Deeley, R. (2021). Alexander McQueen, Balenciaga Confirmed as Fur-Free. https://www.businessoffashion.com/news/sustainability/alexander-mcqueen-balenciaga-go-fur-free/

[10]. Balenciaga. (2022). SUSTAINABILITY AT BALENCIAGA. https://www.balenciaga.com/en-us/sustainability-3

[11]. Humpherys, A. (2015). Social Media. Oxford: Oxford University Press.

[12]. Phelps, N. 2022. Balenciaga Spring 2023 Ready-to-wear. https://www.vogue.com/fashion-shows/spring-2023- ready-to-wear/balenciaga#gallery-collection

[13]. Blanks, T. (2022). Decoding Demna’s Vision for Balenciaga. https://www.businessoffashion.com/articles/luxury/decoding-demnas-vision/

[14]. Bansal, I. (2020). How Meme Marketing has helped Balenciaga achieve success. https://thestrategystory.com/2020/07/02/meme-marketing-balenciaga/

[15]. Kennedy, J. 2022. The Real Value of Balenciaga’s Viral Trash Bag. https://www.businessoffashion.com/articles/marketing-pr/balenciaga-trash-bag-luxury/

[16]. Kennedy J. (2022). The Real Value of Balenciaga’s Viral Trash Bag. https://www.businessoffashion.com/articles/marketing-pr/balenciaga-trash-bag-luxury/

[17]. Kennedy J. 2022. The Real Value of Balenciaga’s Viral Trash Bag. https://www.businessoffashion.com/articles/marketing-pr/balenciaga-trash-bag-luxury/

[18]. Williams, R. (2021). The Business Vision Behind Balenciaga’s ‘New Era’. https://www.businessoffashion.com/articles/luxury/the-business-vision-behind-balenciagas-new-era/

[19]. Panesar, G. 2021. CONNECTIVE AUDIO. https://www.lsnglobal.com/micro-trends/article/26573/connectiveaudio

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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About volume

Volume title: Proceedings of the 2022 International Conference on Financial Technology and Business Analysis (ICFTBA 2022), Part 1

ISBN：978-1-915371-21-8(Print) / 978-1-915371-22-5(Online)
Editor：Javier Cifuentes-Faura, Canh Thien Dang
Conference website: http://www.icftba.org
Conference date: 16 December 2022
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.5
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Reichart, E. & Drew, D. (2019). By the Numbers: The Economic, Social and Environmental Impacts of “Fast Fashion”. https://www.wri.org/insights/numbers-economic-social-and-environmental-impacts-fast-fashion

[2]. WGSN Insider. (2022). Innovators call for more action to save our oceans. https://www.wgsn.com/en/blogs/innovators-call-more-action-save-our-oceans

[3]. Varga, C. & Bailey, E.G. (2021). WGSN | Big Ideas 2023: Beauty. https://www.wgsn.com/en/blogs/why-empathyloyalty-and-value-will-help-brands-navigate-cost-living-crisis

[4]. Piancatelli, C., Carbonare, P., and Cuadrado-Garcia, M. (2020). Balenciaga: The Mater of Haute Couture. 141-162

[5]. Kering. (2022). Balenciaga. https://www.kering.com/en/houses/couture-and-leather-goods/balenciaga/history/

[6]. Zeitune, L. (2021). Popularizing Haute Couture: A Balenciaga Brand Case Study. Art and Design Review. 9, pp.46- 57.

[7]. Flaccavento, A. (2021). Balenciaga’s Couture Reboot: Revolution or Reiteration? https://www.businessoffashion.com/reviews/fashion-week/balenciagas-couture-reboot-revolution-or-reiteration/

[8]. BOF Team. (2021). Demna Gvasalia: ‘Couture Is The Most Sustainable Way of Consuming’. https://www.businessoffashion.com/podcasts/luxury/demna-gvasalia-couture-is-the-most-sustainable-way-ofconsuming/ ’

[9]. Deeley, R. (2021). Alexander McQueen, Balenciaga Confirmed as Fur-Free. https://www.businessoffashion.com/news/sustainability/alexander-mcqueen-balenciaga-go-fur-free/

[10]. Balenciaga. (2022). SUSTAINABILITY AT BALENCIAGA. https://www.balenciaga.com/en-us/sustainability-3

[11]. Humpherys, A. (2015). Social Media. Oxford: Oxford University Press.

[12]. Phelps, N. 2022. Balenciaga Spring 2023 Ready-to-wear. https://www.vogue.com/fashion-shows/spring-2023- ready-to-wear/balenciaga#gallery-collection

[13]. Blanks, T. (2022). Decoding Demna’s Vision for Balenciaga. https://www.businessoffashion.com/articles/luxury/decoding-demnas-vision/

[14]. Bansal, I. (2020). How Meme Marketing has helped Balenciaga achieve success. https://thestrategystory.com/2020/07/02/meme-marketing-balenciaga/

[15]. Kennedy, J. 2022. The Real Value of Balenciaga’s Viral Trash Bag. https://www.businessoffashion.com/articles/marketing-pr/balenciaga-trash-bag-luxury/

[16]. Kennedy J. (2022). The Real Value of Balenciaga’s Viral Trash Bag. https://www.businessoffashion.com/articles/marketing-pr/balenciaga-trash-bag-luxury/

[17]. Kennedy J. 2022. The Real Value of Balenciaga’s Viral Trash Bag. https://www.businessoffashion.com/articles/marketing-pr/balenciaga-trash-bag-luxury/

[18]. Williams, R. (2021). The Business Vision Behind Balenciaga’s ‘New Era’. https://www.businessoffashion.com/articles/luxury/the-business-vision-behind-balenciagas-new-era/

[19]. Panesar, G. 2021. CONNECTIVE AUDIO. https://www.lsnglobal.com/micro-trends/article/26573/connectiveaudio

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