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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

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

APPAREL

SHOES

BAGS

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

STRENGTHS

  • 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

LUXURY = EXPENSIVE

PRICE

WOMEN : FROM Rs.7,649 TO Rs.7,24,937

MEN : FROM Rs.6,190 TO Rs.1,45,666

(Without Tax)

  • PREMIUM PRICING STRATEGY

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

  • April 2020

From business plan

  • May 2020

Contact press

Design first collection

  • Jan 2021

Create prototypes

  • Feb 2021

Campaign

Press release

  • March 2021

Launch line

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