The Big Idea.
After analysing Balenciaga’s strengths, the big idea is to build on them, taking research from the situational analysis and begin to grow Balenciaga in the same way they were excelling pre-scandal with hugely popular designs and a loyal target market.
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The aim for Balenciaga is to regain their customers trust, through a refreshed communication strategy, homing in on the target customers preference of valuing relationships and connections with brands (WARC, 2022). Repositioning Balenciaga will move them away from their current niche designs and make them more wearable to wider audiences, whilst improve their communication skills to cater a growing younger market, this in whole will change Balenciaga’s perception and character they portray to their audience.
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Introducing a new collection of elevated essentials will help rebuild any loss of desire customers have felt post scandal, building on their strength of providing practical everyday wear, found in the Swot analysis; it helps show a new stripped back version where the focus is solely on the clothes and not extravagant campaigns, making it clear they care for what the customer wants, high quality staple pieces (Harper’s Bazaar, 2021). It’s a step forward changing the art direction but to really ensure the consumer repositions Balenciaga in their mind, trust them again and re-establish their loyalty to the brand, employing a softer essential aesthetic through to their communications with new brighter, warmer, and cleaner imagery will help visualise the new change in tone.
The swot revealed Balenciaga’s communication is a key weakness which competition excel in creating a repour with their consumers, the new art design will lend itself to a new brand personality, becoming more friendly emotional. To achieve this is suggested tactics referring to offline and online to ensure every audience is capitalised on. It also engages Ansoff’s Matrix (1957) market penetration & product development as the idea suggests developing essential streetwear, a consumer preference found in geographic customer segmentation.
Fear of God (2022)
Fear of God (2022)