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Balenciaga

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olivia Kwan

on 3 December 2014

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Transcript of Balenciaga

Luxury Brand Management and International Events
Olivia Kwan
Agenda
Brand Profile
Brand Identity and DNA
Brand Extension
PEST Analysis
Communication Strategy & Plan

Brand Profile
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

Balenciaga Today
Alexander Wang
Nicholas Ghesquiére
Brand Identity & DNA
Picture of Sender
Picture of Recipient
Brand Identity Prism (Kapferer, 1986)
Brand Personality
Brand Physique
Culture
Relationship
Customer Self-Image
Customer Reflection
Brand DNA
Brand Vision
Brand Mission
Brand Promise
Brand Values
Brand Position
Brand Personality
Brand Extension
The Ansoff Matrix
Product & Services
Markets
Existing
Existing
New
New
Market Development
Diversification
Market Penetration
Product Development
Communication Strategy
Where
When
Communication Plan
Pre - Event
Post - Event
During Event
References
PEST Analysis
Political
Economical
Social
Technological
Luxury goods are subjected to high
custom duties
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.
Invite Sample
March 1st, 2015
Start of the (Chinese) New Year
2 Tier-Event
Morning: Local & International Press
Afternoon: Lunch & Tea, Trunk Show
What
Invitation Only
Catering Included
Shanghai, China
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
Goodie bags
Trunk Show: Pre-order, customize baby bags
Lunch & Tea: IPad App Interaction
After Sales Services
Strong Digital Presence
Public Relations
http://www.ecpmag.com/1webmagazine/2007/12dec/news/Safilo_Frames.asp
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
https://www.politesi.polimi.it/bitstream/10589/50822/1/down_2012_4_4_634691086827031250.pdf
Thank you!
Avant Garde
Fashionable
Social
Distinctiveness
Edgy & Unique
Timeless Style
High Social Position
High Income
High Quality
Different
Elegant
Craftsmanship
Luxury
Full transcript