Balenciaga SA is a retail chain luxury fashion house brand. Cristobal Balenciaga founded the luxury fashion company in 1919. Today, we’ll discuss Balenciaga communication strategy or Balenciaga marketing communication strategy; and the elements involved in the integrated marketing communication strategy of Balenciaga; advertising, direct marketing, digital marketing, personal selling, public relations, and sales promotions; as brand communication strategy examples.
Products and services of Balenciaga
- Perfumes and scents
- Accessories
- Handbags
- Footwear
- Ready-to-wear Clothing
Parent brand of Balenciaga
- Kering
Statistical facts and figures of Balenciaga
- Annual revenue – 1.2 billion USD
- Employees – 3373
- Network – 42 stores
- Global Net sale – 332.1 milllion USD (2023)
- Global Ranking – 534
Top competitors of Balenciaga
- Burberry
- Prada
- Gucci
- Louis Vuitton
- Nike
- Adidas
- Channel
- Shein
- Amazon
- Walmart
Balenciaga communication strategy would analyze the elements like direct marketing, advertising, digital marketing, sales promotion, PR public relations, and personal selling as brand communication strategy examples. Here’s the integration communication strategy of Balenciaga as follows;
Balenciaga Communication Strategy
Let’s discuss the elements of the Balenciaga communication strategy or integrated marketing communication strategy of Balenciaga as brand communication strategy examples; they’re as follows;
Advertising Strategy of Balenciaga
I-Guerrilla Campaign
Balenciaga advertisement campaign strategy often confronts and challenges the traditional advertising norms. In order to attract the attention of people, the luxury fashion brand employs unorthodox advertising strategies and practices. They could be in the form of controversial imagery, unexpected partnerships and alliances with celebrities and brands, and outdoor installation of advertisements. The objective is to shock and surprise the audience.
For instance, fashion brand Berncore runs an ad showing photos of ordinary people in the streets of Zurich. This ad campaign challenges and confronts the traditional ad campaign by highlighting ordinary real-life people warning clothes of Balenciaga.
II-Disruptive Content Campaign
In order to create buzz and develop the interest of people in its products, Balenciaga runs a disruptive advertising campaign strategy. The luxury fashion brand is not afraid to challenge and beak the traditional advertising norms. In fact, the company creates controversy to gain attention in the media.
For instance, the fashion brand launched a bag pricing 2000 USD that replicated and closely resembled the design of City Merchandise. As a result, it created a lot of buzz in the media and a lawsuit by City Merchandise against Balenciaga in New York.
III-Status and Exclusiveness
The objective of Balenciaga advertising campaigns is not to achieve brand and product promotion. Rather, it focuses on providing exclusive and status elements to fashion customers. It means that what the fashion brand offers is limited and they can’t get it from anywhere else.
Direct Marketing Strategy of Balenciaga
I-Limited Edition Offer
Balenciaga implements various types of marketing strategies, and launching limited offers is among them. It allows the luxury fashion house to create a sense of urgency among fashion-loving customers. However, it creates a situation of “now or never” where they have to make an instant shopping decision about the purchase of the limited offer. Otherwise, they can’t avail the opportunity next time.
II-Fashion Runway Shows
Balenciaga conducts and organizes unorthodox fashion runway shows by collaborating with leading fashion designers and artists. The objective is to provide a thought-provoking experience with visually striking, colorful, and unique artistic designs and styles. However, it helps the company to create a great and long-lasting impression on the audience locally and globally by employing various media channels.
III-Latest Trends
The key element of Balenciaga’s marketing strategy is to instantly follow and implement the latest emerging trends. It allows the luxury fashion brand to maintain its top position in the fashion industry. However, the thing about the fashion industry is that it is always changing and growing with the latest fashion trends, styles, and designs.
Digital Marketing Strategy of Balenciaga
I-Influencer Marketing
Balenciaga collaborates with various public figures social media influencers and celebrities to attract the attention of customers with captivating designs. It allows the company to achieve authentic, cultural relevance, and target new segments of the customer market. Some of the main celebrities and influencers that the company has worked with are as follows;
- Kim Kardashian
- Cardi B
- Jeff Koons
II-Adapting Digital Media
Balenciaga employs various digital media and social media platforms to connect with digital users and promote its products and brand. The company highlights its products on its social media feed and a glimpse into the behind-the-scene creative and artistic process. However, user engagement helps the company to develop and promote a sense of community by employing hashtags, comments, likes, shares, and other social media campaign strategies.
Sales Promotion Strategy of Balenciaga
I-Loyalty Programs
Balenciaga offers various types of rewards to its regular customers to promote brand loyalty among the existing audience. The loyalty programs help the company to establish long-term relationships with customers and attract the attention of potential new customers. It could be in the form of the following;
- Special access to the limited product line
- Customized shopping experience
- Free gifts to the customers on their birthdays
II-Referral Marketing
Balenciaga encourages its loyal and satisfied customers to share their good experiences on social media platforms and among their closed network of friends and acquaintances. In order to persuade them to do it, the company offers a shared shopping experience, rewards, incentives, and discounts.
III-Seasonal Sales
Balenciaga introduces seasonal and promotional sale offers in various seasons, holidays, and events. The luxury fashion brand offers its old stock at a discounted price to attract the attention of customers. However, seasonal and promotional offers help the company to get rid of the old inventory and create room for new ones.
Public Relations Strategy of Balenciaga
Balenciaga conducts press conferences ranging from closed gatherings with artists, designers, bloggers, and fashion stylists to mass public relations campaigns on various media channels. The objective is to present the positive brand image of the retail fashion brand. It could be about employing eco-friendly material; transparent supply chain practices, recycling, and complying with ethical and sustainable strategies in the fashion industry.
Personal Selling Strategy of Balenciaga
Balenciaga has established a network of roundabout 42 retail fashion stores in various countries. The interior design of brand stores, experienced staff, lighting, and overall arrangements create a great impression in the minds of customers. In fact, the company offers a personalized shopping experience to the customers by offering customized clothes and designs relevant to particular individuals.
Conclusion: Balenciaga Marketing Communication Strategy | Balenciaga Integrated Marketing Communication Strategy
After an in-depth study of the Balenciaga communication strategy; we have realized Balenciaga marketing communication strategy plays a key role in its growth and success. If you are learning about the Balenciaga integrated marketing communication strategy as a brand communication strategy example; then you should keep in mind the abovementioned elements; personal selling, digital marketing, direct advertisement, sales promotion, PR, and direct marketing.
Ahsan Ali Shaw is an accomplished Business Writer, Analyst, and Public Speaker. Other than that, he’s a fun loving person.
