BALENCIAGA
-The Power of Dreams
OVERVIEW
ELEGANCE IS ELIMINATION
-CRISTOBEL BALENCIAGA-
OVERVIEW
INTRODUCTION
- Balenciaga is a luxury fashion house founded in Spain by Cristóbal Balenciaga, a designer born in Guetaria, Spain.
- The brand is now owned by the French multinational company Kering.
- Balenciaga had a reputation as a couturier of uncompromising standards and was referred to as "the master of us all" by Christian Dior.
- Founded by Spanish designer Cristobal Balenciaga in 1918
- First boutique opened in San Sebastian, Spain
- Moved to Paris, France in 1937
- Nicolas Ghesquiere: Creative Director from 1998 to 2012
- Alexander Wang: Creative Director 2012 to present
HISTORY
- Headquarters in Paris, France
- Only 8 Boutiques in the US
- 94 Locations around the world
- Website
LOCATIONS
GOALS
- Spread Balenciaga's influence over more areas of the fashion industry
- Grow a larger cutomer base than in the past with other lines
- To blend tradition and innovation, and kindle dream and fantasy.”
- To represent the most refined qualities of Western 'Art de Vivre' (art of living) around the world
PRODUCTS
A women has no need to be perfect or even beautiful to wear my dresses. The dress will do all that for her.
-Cristobal Balenciaga-
PRODUCTS
SWOT ANALYSIS
Anyone can get dressed up and glamorous, but it is how people dress in their days off that are the most intriguing.
- Alexander Wang
SWOT
- STRONG BACKGROUND AND REPUTATION
- STRONG REPUTATIONS OF CREATIVE DIRECTORS
- OWNED BY KERING GROUP
STRENGTHS
WEAKNESSES
- SEASONABLE PRODUCTS
- COMPETITIVE MARKET
- WIDE TARGET MARKET
WEAKNESSES
OPPORTUNITIES
- WORKING FAST WITH THE NEW TECHNOLOGIES AND E-COMMERCE
- EMERGING IN NEW GROWING ECONOMIES LIKE BRAZIL AND AUSTRALIA
OPPORTUNITIES
THREATS
- RELIES HEAVILY ON WEALTHY REPEAT-CUSTOMERS
- RISE OF FRESH, NEW BRANDS THREATEN ANCIENT FASHION HOUSES
THREATS
MARKETING STRATEGY
A couturier must be an architect for design, a sculptor for shape, a painter for color, a musician for harmony, and a philosopher for temperance.
- Cristóbal Balenciaga
STRATEGY
TARGET CUSTOMERS
TARGET CUSTOMER
- MEN AND WOMEN WHO LIVE A LUXURY LIFESTYLE AND PREFER A DIFFERENT SIDE OF SOPHISTICATED
- NOW MAINLY TARGETING THE NEW GENERATION OF FASHION ENTHUSIASTS
- FASHION AWARE
- WEALTHY
MARKETING MIX
MARKETING MIX
PRODUCT
- INNOVATIVE DESIGN
- WOMEN & MENSWEAR
PRODUCT
THE BRAND HAS : READY TO WEAR, LEATHER GOODS (SHOES, BAGS, APPAREL).
PRICE
BALENCIAGA IS A BRAND BASED ON LUXURY GOODS
PRICE
WOMEN : FROM Rs.7,649 TO Rs.7,24,937
MEN : FROM Rs.6,190 TO Rs.1,45,666
(Without Tax)
PROMOTION
- ADVERTISEMENTS IN BIG CITIES LIKE MUMBAI, NEW DELHI, CHANDIGARH
- CELEBRITIES MARKETING
- "BALENCIAGA TO LAUNCH ON MYNTRA" ADVERTISEMENT
- RUNNING ADVERTISEMENT ON FACEBOOK ADS., TWITTER AND INSTAGRAM
PROMOTION
PLACE
- MYNTRA WEBSITE (INTERMEDIARY)
- OPENING STORE IN MALLS OF BIG CITIES LIKE MUMBAI, NEW DELHI, CHANDIGARH
(DIRECT SELLING)
PLACE
- GUERRILA MARKETING
- DIGITAL MARKETING
- FASHION EVENT
- ADVERTISEMENT ON OLA AND UBER
ADVERTISEMENT & PROMOTION
LAUNCH TIMELINE
LAUNCH
From business plan
Contact press
Design first collection
Create prototypes
Campaign
Press release
Launch line