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Transcript of Balenciaga
Brand Identity and DNA
Communication Strategy & Plan
Christóbal Balenciaga was born in the Basque region of Spain in 1895.
Spent his childhood assisting his mother who was a seamstress, and at age 12 began work as an apprentice to a tailor.
He was one of the few couturier in history who could design, cut and sew his creations.
1919 - First boutique opened in San Sebastian, followed by boutiques in Madrid & Barcelona
Due to the Spanish Cold War, Christóbal had to close his boutiques and move to Paris in 1937
Brand Identity & DNA
Picture of Sender
Picture of Recipient
Brand Identity Prism (Kapferer, 1986)
The Ansoff Matrix
Product & Services
Pre - Event
Post - Event
Luxury goods are subjected to high
10-20% Customs duty rates (handbags)
the rapid rise of 'second-tier' cities which are changing the urban landscape
Chinese consumers are extremely brand conscious. Higher pricing corresponds directly to better quality, thus more willing to buy luxury brand products.
Obtain more information about luxury goods through social networking, e-mails, fashion blogs, etc.
March 1st, 2015
Start of the (Chinese) New Year
Morning: Local & International Press
Afternoon: Lunch & Tea, Trunk Show
Highest amount of Disposable Income
Press Release: Local media
Magazine Spread, Billboard Ads locally & International
Online Advertisement: Social Media
Send Invitations: Direct mailing
Preparation for the events: catering, location, models, music etc.
Models showing the new handbags
Trunk Show: Pre-order, customize baby bags
Lunch & Tea: IPad App Interaction
After Sales Services
Strong Digital Presence
Cowles C (2012), Balenciaga chose Alexander Wang [Online] Available From: http://nymag.com/thecut/2012/12/why-balenciaga-chose-alex-wang-pinault-explains.html
Kapferer (1986), Brand Identity Prism, [Online] Available From: http://fmcg-marketing.blogspot.co.uk/2007/10/brand-identity-prism-kapferer.html
Red Luxury (2013), Alexander Wang Reintroduces Balenciaga To China With a Beijing Show [Online] Available From: http://red-luxury.com/events/alexander-wang-reintroduces-balenciaga-to-china-with-a-beijing-show-22685
Red Luxury (2013), Top 20 Chinese Cities With Highest Disposable Income [Online] Available From: http://red-luxury.com/trends/top-20-chinese-cities-with-highest-disposable-income
Edgy & Unique
High Social Position