Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Balenciaga Presentation.pdf
Similar to Balenciaga Presentation.pdf (20)
Recently uploaded
Recently uploaded (20)
Balenciaga Presentation.pdf
- 2. ➻ ➻ Caitlin Beal Cindy Jin Allison Cho ⋅ Meet Our Team ⋅ Rowling Hu Steven Shen Zoe Rahaim
- 3. ➻ ➻ ➻ ➻ Revitalize Balenciaga’s brand image by drawing attention towards its core principles: quality, authenticity, and innovation. Our Purpose
- 6. ➻ ➻ ⋅ SWOT Analysis ⋅ S W O T Strengths ● Produces high-quality and innovative designs. ● Longtime history as a couture house. ● Style that stands out from traditional couture brands.
- 7. ➻ ➻ ⋅ SWOT Analysis ⋅ S W O T Weaknesses ● Reliant on influencer or celebrity marketing. ● Social media users hesitant to engage. ● Weakened reputation amongst consumers. Strengths ● Produces high-quality and innovative designs. ● Longtime history as a couture house. ● Style that stands out from traditional couture brands.
- 8. ➻ ➻ ⋅ SWOT Analysis ⋅ S W O T Opportunities ● Rising support for independent businesses and designers. ● Personalization - Customized products, designs, or experiences ● Innovative retail concepts—pop up stores, concept stores. Weaknesses ● Reliant on influencer or celebrity marketing. ● Social media users hesitant to engage. ● Weakened reputation amongst consumers. Strengths ● Produces high-quality and innovative designs. ● Longtime history as a couture house. ● Style that stands out from traditional couture brands.
- 9. ➻ ➻ ⋅ SWOT Analysis ⋅ S W O T Opportunities ● Rising support for independent businesses and designers. ● Personalization - Customized products, designs, or experiences ● Innovative retail concepts—pop up stores, concept stores. Weaknesses ● Reliant on influencer or celebrity marketing. ● Social media users hesitant to engage. ● Weakened reputation amongst consumers. Threats ● Partnerships suspended or “up in the air”. ● Competitors with a stronger luxury association. ● Growing sentiments to boycott. ● Produces high-quality and innovative designs. ● Longtime history as a couture house. ● Style that stands out from traditional couture brands. Strengths
- 11. ➻ ➻ ➻ ➻ The Challenge Recently, people’s confidence in Balenciaga’s character has wavered and they are hesitant to engage with the brand. Balenciaga plans to reassure people’s belief that they are still an inventive, high-quality fashion giant at the industry’s forefront.
- 12. ➻ ➻ Advertising Objectives ⋅ 01 ⋅ ⋅ 02 ⋅ ⋅ 03 ⋅ Instill a strong belief that Balenciaga is a credible luxury brand whose designs are made to intrigue its audience. Drive people to engage and interact with Balenciaga on digital platforms. Increase awareness of Balenciaga’s founding values surrounding creativity and innovation.
- 13. ➻ ➻ ➻ ➻ Target Audience ● 25 – early 50s ● Working adults, especially in creative fields ● Urban areas ● Fashion capitals ● Luxury seekers ● Fashion-for ward ● Trend followers ● Drawn to exclusivity ● Seeking out early access ● Aware non triers, semisole users Demographic Geographic Psychographic Behavioristic
- 14. ➻ ➻ ⋅Buyer Persona⋅ ➻ Insert persona Image here Name: Simone Age: 29 Occupation: Luxury Sales Stylist at Saks Fifth Avenue Lives in: New York City Bio: Simone is an urbanite and team member at Saks Fifth Avenue. Surrounded by fashion, she closely follows style icons, influencers, and loves all things creative. Living in New York City, Simone takes every opportunity to engage with the art and fashion scene—attending open-to-public fashion shows and exploring art museums are her favorite activities.
- 15. ➻ ➻ ➻ ➻ Balenciaga creates opportunities for innovative minds to steer the next wave of luxury fashion. Key Message
- 16. ➻ ➻ ⋅ Reasons to Believe ⋅ 01 02 03 04 A forward thinker in pop culture that goes beyond fashion. High-quality craftsmanship backed by sustainable practices. Balenciaga is known for subverting traditional fashion rules. Rich legacy, fashion authority and strong influence on trends and styles. x
- 19. ➻ ➻ ➻ ➻ ⋅ Mood Board ⋅
- 21. ➻ ➻ Print
- 22. ➻ ➻ Social Media
- 26. ➻ ➻ ➻ ➻ To target consumers from 25 to early 50s with a huge passion for luxury fashion. To increase reach to the above age group based in major US and European cities by 40%. To increase social media engagement (in likes, comments, and content creation) of the above age group by 20%. To create new and continuous buzz around Balenciaga, especially around major fashion seasons (Fall-Winter: Jan to March; Spring-Summer: September-October). ⋅ Media Objectives⋅
- 27. ➻ ➻ ➻ ➻ ● Consumes fashion magazines (Vogue, Elle, BAZAAR) on a monthly basis ● Uses social media (primarily Instagram) on a daily basis Media Target ● Heavily consumes, engages, and interacts with fashion feeds on social media. ● Appreciates and enjoys creativity on social media.
- 28. MEDIA TARGET PROFILE - Adrian is an avid social media user who loves to stay in the loop when it comes to the newest fashion trends. - He’s an aspiring “fashion influencer” that posts to Instagram, TikTok, and Twitter to share his outfits and designs to his audience. - Living in London means always being on the move. Subways, buses, and bicycles are his main forms of transportations living in the bustling city. - His favorite magazine is British Vogue and he likes to collect issues to use for inspiration MEET ADRIAN
- 29. ➻ ➻ ➻ ➻ Social ● Instagram ● Twitter ● TikTok Print ● Vogue ● Elle ● Harper’s BAZAAR Out-of-home Outdoor billboards in NYC, Milan, Paris, London ⋅ Media Channels⋅ 1 2 3 Social media posts promoting new Balenciaga products, creating interactions with customers, as well as acting as platforms of the creative design challenge. A selection of monthly fashion magazines specifically focusing on lifestyles, fashion culture, celebrity, with a target audience ranging from 20s to 40s/50s
- 30. ➻ ➻ ⋅ Media Timing⋅ Social Media contents Regular campaign contents: ● Pulsing, from April to October Magazine Regular campaign ads: ● Continuous, May to October: starting from Met Gala to Paris Fashion Week Spring-Summer Outdoor Billboards ● Flighting, February to March (during 4 main winter-fall fashion weeks), and August to October (during 4 main spring-summer fashion weeks) *MyBalenciaga design challenge promotion (social and magazine): -May to July, and September and October
- 32. ⋅ Media Partners ⋅ ➻ ➻ ● VOGUE: A world-leading American fashion magazines with various editions in multiple countries. ● Proposed partnership idea: special Balenciaga sections in the September issue: cover stories about the winning design
- 34. THANK YOU