Balenciaga Brand Analysis: Streetwear Meets Luxury

 

Introduction

Today's luxury Streetwear landscape is constantly evolving, becoming more widespread and innovative in every way. Gucci, Balenciaga, Dior, and other luxury brands are changing the definition of luxury. More specifically, Balenciaga's influence on the fashion industry is undeniable. Balenciaga has been revolutionizing women's silhouettes and pushing the boundaries of fashion since its inception in 1917. Aside from that, the brand has contributed to the growth of the textile industry.

Balenciaga's success can be attributed to the company's ability to keep up with the fashion industry's fast-paced changes. The company has made significant contributions to the development of modern contemporary fashion, bringing new ideas to the forefront in a grand manner. The brand's identity is supported by Demna Gvasalia's (further referred to as Demna) clear mission statement: "luxury clothes can only be worn, not stored; desirable products with no loss in integrity are something practical." This article will delve into the critical aspects of Balenciaga's brand identity, including the following topics:

• The History of Balenciaga 
• Balenciaga: The Luxury-Streetwear Revolution
• Promotional Strategies 
• Final Thoughts 

The History of Balenciaga

Strong Beginnings 

Cristóbal Balenciaga (also known as Cristóbal) founded the brand in 1917 in the Basque Country of Spain, and opened his first haute couture boutique in San Sebastian in 1919. He named the fashion house after his mother, a Spanish seamstress. Balenciaga relocated to France as a result of the Spanish Civil War and opened their first boutique in Paris in 1937. The collections of the brand deviated from the hourglass shape popularized by Christian Dior in the postwar era. Cristóbal distinguished the brand in the highly impressionable fashion market of the time by using sleek and linear lines. Throughout the 1950s and 1960s, he transformed women's fashion, creating signature styles such as protruding collars and "bracelet sleeves."

After being acquired by Kering in 2001, Balenciaga was named the company's fastest-growing brand in 2018. Kering also owns Yves Saint Laurent, Gucci, and Alexander McQueen, among other luxury labels.

Cistóbal's designs stood out from other designs at the time as a result of receiving a tremendous amount of media attention following the launch. He stood out from the crowd with his streamlined, linear designs, and he was well-known for his meticulous construction techniques. As a result of these designs, he rose to prominence in the fashion industry. He gained the approval of the royal family and other fashionable elites as a result of this.

Company Growth

After relocating to Paris following the civil war in Spain, the company expanded rapidly. Balenciaga debuted its first runway in 1937, demonstrating to the world its high-quality, sophisticated designs. In 1924, the company opened its first workshop in the Calle Vergara building. After registering the company with the fashion industry under the name "Cristóbal Balenciaga," he relocated it to Avenida De La Libertad.

This label is well-known for its one-of-a-kind designs, such as the coat with Japanese style in the Cristóbal Balenciaga Museoa collection in 1927. The suit Salvadora Egana wore on his honeymoon was one of its oldest and most recognizable designs; the waistline was stiffened, with curves in alternate directions. Cistóbal renamed the company "Balenciaga" after gaining the respect and admiration of his peers, which was later praised by the international media house.

Balenciaga’s Brand Identity

Cristóbal, as the company's founder, has invested heavily in the brand's reputation over the years. He associated the brand with excellence, value, and uniqueness by introducing the rebranded name. Despite its long history, it has always been committed to providing value and prestige to its customers. The artistic guru's designs skyrocketed in the fashion world and served as a crucial legacy during the company's revolution in 1997.

Balenciaga's identity is directly related to the groundbreaking design work of past and present creative directors. Balenciaga's introduction of the "ballroom hem" in the early 1950s, the "semi-fit" lines in the mid-50s, and the "sack dress" in 1957, for example, was a watershed moment in the evolution of women's fashion during the mid-20th century.

Demna has worked closely with the brand's archives to maintain the artistic integrity of the Balenciaga House designs while simultaneously entering the luxury streetwear segment in an effort to continue the house's iconic legacy. Demna's efforts in collaboration with Nicolas Ghesquière have resulted in the label's rebirth since 1997. The brand has achieved extremely high status in the fashion industry as a result of excellent leadership, attracting celebrities such as Kanye West, Justin Bieber, and Kim Kardashian.

Balenciaga: The Luxury-Streetwear Revolution

Throughout its 101-year history, this brand has undergone a great deal of transformation.

Cristóbal Balenciaga, the true designer, has left a lifetime legacy of perfection for others to follow. Balenciaga was lauded by the French press in 1939 for its revolutionary contribution to the reinvention of the fashion world. Buyers flocked from all over the world to view his collection. He was praised for designing the balloon skirt and the high-waist baby doll dress, which defines the waist gracefully. In 1957, he introduced the sack dress, and in 1958, the chemise. The fashion house has made a significant contribution to fashion and society by creating these exceptional and iconic designs. Nonetheless, the brand's brief decline in 1968 effectively ended his career as a designer.

After his death in 1972, Balenciaga's brand identity was resurrected after years of decline. It was purchased by Bogart Group, and the company's name finally appeared on the fashion week calendar. The company then resumed operations under the direction of Nicolas Ghesquiere and rose to prominence after Demna took over as creative director in 2015. Because of his vision and purpose, he created enormous hype around the "new" Balenciaga and shifted the essence of the company, resulting in its current status.

Promotional Strategies

A comprehensive and strategic marketing plan is required for a company to succeed in the market. Balenciaga's annual sales rate suggests that the brand has heavily invested in its marketing strategies. The brand used an excellent strategic marketing approach to target each of its product lines at the appropriate consumer. The company has gained a better understanding of its customers' needs, trending topics, and how to be an industry trailblazer.

The Use of Meme Marketing in Brand Identity

Visual information and the human mind are inextricably linked. Using strategic marketing tactics to appeal to human emotions can be quite effective. Meme marketing, also known as meme baiting, is the use of humorously designed visuals to reimagine the consumer journey and, as a result, increase conversion rates. Memes are becoming an increasingly popular marketing tactic in the world of digital marketing because they offer a number of advantages. Demna realized that in order for the brand to succeed and gain popularity, it needed to be discussed in everyday conversations. Balenciaga cleverly uses the meme phenomenon to enhance its brand concept, which has flourished and become a daily topic of conversation on social media. There are numerous benefits to using meme marketing:

Balenciaga receives thousands of views each day as they continue to create more memes. Brands engage followers and persuade them to purchase by redefining the consumer journey, and as a result of this strategy, Balenciaga can target not only the general population but also Millenials in particular. Given that 60% of Balenciaga's target consumers are millennials, it is in the brand's best interests to use all available tools.

Injection of Luxury Aesthetic footwear 

Balenciaga, one of the world's most competitive fashion brands, places a strong emphasis on footwear, heavily targeting Millennials and Gen Zers. As a consumer product, the company's footwear is neither cheap nor expensive, allowing it to capture nearly every market segment. Demna may be thought to have made a mistake in targeting the younger generation because young people lack a sense of independence. However, because purchasing power is expected to rise in the coming years, targeting these generations is critical. Balenciaga's promotional strategy has proven successful as a result of the long trial and error process that the company has gone through over the years. Balenciaga has gained a thorough understanding of their demographic's wants and needs through extensive testing of their marketing strategies.

Final Thoughts

Finally, if one creative personality leaves a legacy, another can build on it. Cristóbal Balenciaga founded the multibillion-euro fashion house, and he started with a solid foundation. As a result of this foundation, others have been able to fully explore the world of fashion through Balenciaga's lens. A variety of designs have been created in order to provide quality and affordability to the young generation. Each major brand has its own strategy for success. The first step toward success is allowing the brand's vision and values to guide its priorities.