What is Balenciaga’s Marketing Strategy?
Balenciaga is a well-known luxury fashion house. The professionals who run the brand are experts at using effective marketing strategies to provide customers with what they expect: eye-catching and high-quality fashion.
Considering Balenciaga’s status as one of the most sought-after and important fashion houses in the world, this blog will explain Balenciaga’s marketing strategy so you can see how it’s done. You could gain inspiration for your own brand. Read on to learn more.
Balenciaga Entrusts its Marketing to Ludivine Pont
Advertising for luxury fashion brands like Balenciaga isn’t focused on massively promoting themselves. Instead, the main objective is to offer clients exclusivity and status.
Therefore, to meet these expectations, Balenciaga has a team of professionals who are in charge of marketing. In April 2021, the band named Ludivine Pont, 30, as their new marketing director. Pont’s job is to increase and improve brand awareness and customer experience.
Characteristics of the Balenciaga Marketing Strategy
Let’s see how Balenciaga’s marketing strategy works. They use several tactics. They are the following:
Giving Up Social Media
Many people wondered if this was due to a news release, another logo or identity.
However, shortly after deleting their Instagram, Balenciaga launched a new campaign. The brand unveiled celebrities such as Justin Bieber wearing their clothing items.
Bieber was essentially a fashion ambassador for Balenciaga — his new look drew lots of attention.
So, although it seems strange for a brand to disappear from social media, it’s a strategy relevant brands use.
They can get plenty of publicity when they rely on fashion ambassadors — such as Balenciaga used Bieber — to promote their brand for them.
One aspect of Balenciaga’s marketing strategy includes repeatedly making and using disruptive content. Many community managers bet on controversies when they want to go viral on social media — and Balenciaga’s disruptive content has garnered lots of attention.
As an example, they copied a souvenir made by City Merchandise, Inc., to launch their own $2,000 bag. However, their bag was nearly identical to the original made by City Merchandise, Inc. As a result, Balenciaga got sued in New York.
Due to this troubling debacle, the “market bags” have been sold for a fixed price.
Kim Kardashian as a Brand Influencer
Influencer marketing has given people a lot to talk about in recent times. It is one of the reasons why many luxury brands have joined other brands that are also doing this type of marketing.
For marketing experts, 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 no matter how she is dressed, Kim Kardashian will always generate conversation and interest. That is what Balenciaga’s marketing strategy has capitalized on.
The Brand Keeps Being the Essential Point of the Strategy
The essential core of Balenciaga‘s marketing strategy is the brand. The professionals of this famous fashion house are committed to highlighting its clothing, expensive materials, and quality tailoring.
The brand is what sells, which is why Balenciaga continues to work on its strategy to continue offering the exclusivity that characterizes it.
Its strategy has certainly been working. Balenciaga continues to be one of the most desired brands.
The Simpsons as a Promotion
Using the iconic yellow Simpsons to promote the modern elegance of Balenciaga sounds, at first, like the oddest marketing strategy one could imagine. Nevertheless, the combination of Balenciaga’s clothing with some of the most iconic television characters ever was a highly effective strategy.
This has been the most recent marketing strategy Balenciaga used 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. A screen was placed on the catwalk to display classic characters of this series, such as Marge, Homer, Bart, Lisa and Maggie. Other classic Simpson characters, such as Selma, Marge’s sisters and the boss, Gregory, were also there.
The goal of this strange-but-effective collaboration was to promote the new collection — specifically through social media. The Simpsons is one of the most popular shows in the world, so although pairing it with Balenciaga’s clothing might sound odd like an odd marketing strategy at first, it is actually a foolproof strategy.
This clever strategy is why so many brands use figures to draw the audience’s attention — especially when they know that the result of fans expressing their joy about such collaborations on social media will do even more promotion for them.
If you take away one idea from this blog, this is a good one to remember: Balenciaga’s marketing strategy includes collaborating with characters within pop culture.
Kim Kardashian for Balenciaga Campaign
Do You Want the Balenciaga Marketing Strategy 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 above are the most relevant — especially the use of the Simpsons for the presentation of its next collection.
If you want to improve the marketing of your brand, look no further than BluCactus.
We can help you create the marketing plan you need to offer exclusivity and reach your potential audience. Contact us now for a free consultation to position your brand.
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