MODERN
BALENCIAGA
21TH CENTURY
BRAND CULTURE
AND KEY STRATEGY
balenciaga is committed to turning the
symbol of mass consumption culture into
a luxury.
meme-style marketing: using comically
designed visuals to reinvent the
consumer journey and drive timely
conversions.
Balenciaga wisely used memetics to
enhance its brand concept, which
flourished and became the topic of
daily conversation on social media.
BRAND EXPRESSION
AND PERSONALITY
Celebrities are an important part of
haute couture culture. balenciaga uses
a diverse cast of celebrities to interpret
and promote its work, giving it a more
modern twist.
This seemingly commercial expression
makes the public pay more attention to
the brand's personality and uniqueness.
It is the harmonious coexistence of the
two qualities of commerce and
creativity that makes balenciaga so
attractive. In the luxury industry, there Known for its unique design, through the use of smooth
will always be contradictions, and it is and linear lines, Balenciaga has revolutionized the
by grasping them that we can maintain female silhouette and continues to push the boundaries
our pioneering position in the industry. of "women's fashion".
ST R E E T WEAR MEET S LU X U RY
BRAND
CORE
Haute Couture is the cornerstone of balenciaga, a
model of unexplored creative freedom and a platform
for innovation. It both offers new possibilities for fashion
creation and brings modern balenciaga back to the
brand's roots.
In addition, balenciaga is releasing a series of
sustainable clothing for the Z generation in line with
street culture.
METAVERSE ✖️BALENCIAGA BR AND COMPET ENCE A ND MI SSI O N
Balenciaga's Fall/Winter 2021 collection created
a meta-streetwear generation and opened up the
first time that clothing was displayed in both virtual
and real dimensions at the same time.
The visual output of the trend and digital
technology will be the next important code to
represent the young group.
The combination with the meta-universe fully
demonstrates balenciaga's brand mission and
vision, what kind of things are worthy of our input?
Introducing a digital language in fashion and
introducing modalities into fashion, searching for
imperfections, is exactly what balenciaga has
always been better at than competing brands.
BALENCIAGA'S
HAUTE COUTURE
COLLECTION
In its latest haute couture collection, balenciaga showcased new fabrics, the
very foundation that supports the ability to carry out and evolve clothing
design. This is why balenciaga has a long tradition of innovation in fabrics.
BRAND VALUE
Balenciaga builds personality through its positioning. They have been very
PROPOSITION AND successful in targeting Generation Z on digital platforms, the result of a
creative concept that started with the product, crediting the ability to self-
POSITIONING promote to the product itself.
REFERENCES
https://440industries.com/balenciaga
-brand-identity-luxury-meets-
streetwear-2/
https://www.kering.com/en/houses/co
uture-and-leather-goods/balenciaga/
https://www.scirp.org/journal/paperin
formation.aspx?paperid=107097
https://www.speakrj.com/audit/report
/balenciaga/instagram/2020-01-
01/2020-12-31
https://www.reuters.com/article/uk-
balenciaga-kering-sales/men-and-
L INFAN L I 212853 millennials-propel-sales-boom-at-
SKEMA BUSI NESS SCHOOL kerings-balenciaga-idUKKCN1IN2SD
