Actions.
Actions provide deadlines and details for the tactics.
Objective 1:
Tactic 1:Email Marketing Actions
Four emails a week is the average to send (Meyer, 2022), the fewer the emails the less click-through rate Balenciaga would receive resulting in fewer orders, sending 4 weekly helps demonstrate the repositioned voice and is a way to reach and covert their audience (Race, 2022) . As mentioned, the suggestion of Mailchimp using tools to help maintain consistency visually, boost customer engagement and loyalty by homing in on customer segmentation to make emails specific, gaining 88% more revenue by targeting Balenciaga’s most valuable customers with predicted segments (MailChimp, 2023). The visuals created here used Canva, which is suggested in tactics.
"hey!"
(Informal and friendly).
"Welcome and thanks for signing up!"
(Shows they are appreciative)
"We have evolved and understand what is important to our customers".
Welcome discount "10% off small leather goods to say thank you for trusting us again."
(giving back to their customer)
"Elevated essentials for a little luxury in everyday wear"
(Mention the history, the new art direction)
"Make your purchase a special one or is this for a special occasion? " shows the consumer Balenciaga is interested in their lifestyle, their values, proving they understand that their products an emotional purchases, ones customers have saved up for.
Suggested Email layout and wording, using Canva. Images Fear-of-God (2022)
Suggested Email layout and wording, using Canva. Images Fear-of-God (2020-2022)
Tactic 2: Website Chatbot Actions.
The bot would use the consumers name in a 1-1 friendly conversation to build that repor the target market value highly, this makes the consumer act from reaching (Race, 2022). The chatbot visual is an example of the wording and screen pop-up suggestion.
“Is there anything specific you would like today?”
“how can I help”
“happy to help”
“let me help make this purchase special”
Website Chatbot, imagery Fear-of-God (2022). Created on Photoshop
Tactic 3: New Product Imagery Actions.
As previous imagery produced by Balenciaga has fuelled backlash, the suggestion of stripping back to as far as 2021 imagery will show some similarities to the suggested recommendations. The imagery will reach and engage customers (Race, 2022). Looking at pre-scandal imagery the silhouettes were focal points and essential pieces from t-shirts to tailoring were prominent but retained the Balenciaga style.
All imagery now embodies a slight grain, establishing a stripped back effect and project their imperfect nature Balenciaga should realise they have; putting focus back on the clothes. It also reinforces the essential and earthy muted tone to the new collection, this has been captured in all visuals and imagery across the website, taking inspiration from Fear-of-God Essentials, Mango and Massimo Dutti.
The reasoning behind reverting back to pre-scandal is sales were peaking at €1.189bln in 2021 (Cpp-luxury.com, 2021), a record year, freshly gaining popularity with wider Gen Z and Millennials before pushing the more 'out-there' design and direction.
Massimo Dutti S/S 2018
Massimo Dutti S/S 2018
Objective 2:
Tactic 1: Social Media Actions.
Instagram, YouTube, and TikTok are the top three sites Gen Z and Millennials use, (Oakes, 2022), yet some resources should go to Facebook as Millennials value this (Roberts, 2023). This objective engages customers, reaches them and helps them act (Race, 2022).
The visual created suggests layout and aesthetic Balenciaga should embody on Instagram, the posts feature runway stills, product shots, UGC and cityscapes, all aspects to reflect the consumers lifestyle.
The suggestion is to post 4 times weekly for 6 months to generate engagement, this is based off average posts on the chosen sites ranging between 1-5 times weekly (Macready, 2023). See appendix for figure 3 to see the communication schedule, demonstrating an example of what posts will feature, when and where.
Objective 3:
Tactic 1: SEO Actions.
Google ads help to increase SEO by placing the paid websites towards the top of search lists focusing on reach and convert (Race, 2022).
Words like luxury hoodie, thick hoodie, essential hoodie, luxury jeans, thick t-shirt, luxury t-shirt, oversized t-shirt/hoodie, Selfridges/Harrods t-shirt, Selfridges/Harrods joggers, men’s hoodies, Nike hoodies, style, street style, street fashion are all top hitting relevant words (Semrush, 2023).
Tactic 2: Out Of Home Marketing Actions.
This features billboards across offline but heavily trafficked platforms, specific locations mentioned in tactics and the charity appeal of red noses on the front of buses. O-O-H provides opportunity to advertise Balenciaga’s new transparent approach, showcasing the thought and design process behind the new line and the materials/make-up, as consumers find this to build trust (Kavakli, 2022); it also pushes the new tone of voice with reach and act (Race, 2022). The visuals created are a mock-up of how the new imagery can be impactful and present Balenciaga in the best light.
Objective 4:
Tactic 1: Urban Pop-up Store Actions.
The pop-up is explained in detail in tactics, it will feature the colour scheme based off the new imagery, in locations such as the Louvre, Time Square, Trafalgar Square, Galleria Vittorio Emanuele II. The mood-board gathers inspiration and art direction to follow, attracting customer footfall in through visually appealing store design, this will create physical consistency with the imagery to greater brand recall, also providing the opportunity to act and covert (Race, 2022).
Pop Up store moodboard
Tactic 2: Celebrity Endorsement Actions.
Balenciaga must find influencers/celebrities that are not attached to any controversy and have positive influences on their audience. Balenciaga can pick celebrities that have an audience and presence in streetwear, this will give them a greater way to establish themselves.
Traditionally Balenciaga have chosen A-list celebrities, daring with their style and get away with it, whether on the red carpet or day-to-day.
New Celebrities/influencers that could aid the repositioning are people more low-key than A-Listers but still have big influences. These people are suggested due to their audience being similar but not identical to Balenciaga, this promotes and expands the reach Balenciaga have.
Members from PAQ https://www.instagram.com/paq.official/?hl=en
Sophia Tuxford https://www.instagram.com/sophiatuxford/
Cinzia Baylis Zullo https://www.instagram.com/cinziabayliszullo/
Yung filly https://www.instagram.com/yungfilly/?hl=en
Kim Duong (blvckd0pe) https://www.instagram.com/blvckd0pe/?hl=en
Jah https://www.instagram.com/humroy/
Lewis Hamilton https://www.instagram.com/lewishamilton/
Asap rocky
LEONIE HANNE @LEONIEHANNE
ADAM GALLAGHER @IAMGALLA