A Case Study of Balenciaga's Fashion Marketing Strategy

Ziling Li

2025

Abstract

In light of the intensifying competition within the global luxury market, largely driven by the emergence of a younger consumer demographic, this study employs Balenciaga as a case examination to investigate the internal logic and multifarious effects of its innovative fashion marketing strategy, as informed by practical outcomes. By utilizing a comprehensive case analysis alongside an exploration of the preferences of young consumer groups, as well as conducting a SWOT analysis and examining marketing strategies implemented by other luxury brands in response to evolving demands. This study concludes that Balenciaga has effectively achieved a reconstruction of brand value and market penetration through a tripartite marketing framework: promotional marketing through innovative products, style development intertwined with various subcultures, and the integration of digital virtual products with technological advancements. SWOT analysis of controversial marketing shows that it can provide brands with low-cost and large-scale advertising, while there is a weakness in weakening the brand image. At the same time, this has external threats, which are caused by consumers' boycotts caused to negative emotions, and the opportunity for brands to dissipate the previous new products will also receive widespread attention from the public. The research offers four recommendations aimed at transforming weaknesses into opportunities while effectively balancing threats and opportunities.

Paper Citation

in Harvard Style

Li Z. (2025). A Case Study of Balenciaga's Fashion Marketing Strategy. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 379-383. DOI: 10.5220/0013845400004719

in Bibtex Style

@conference{iceml25,
author={Ziling Li},
title={A Case Study of Balenciaga's Fashion Marketing Strategy},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={379-383},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013845400004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - A Case Study of Balenciaga's Fashion Marketing Strategy
SN - 978-989-758-775-7
AU - Li Z.
PY - 2025
SP - 379
EP - 383
DO - 10.5220/0013845400004719
PB - SciTePress