CONCLUSION

To conclude, this digital marketing campaign has identified the opportunity to integrate Balenciaga's history in haute couture with a futuristic direction of the brand through digital technology trends to achieve Balenciaga's organisational objective of brand revitalisation and to deliver a unique value proposition to the target segment of tech-savvy high net worth Gen Z and millennials. The campaign plan has extensively analysed consumers, competitors, partners and external and internal environments of Balenciaga in order to create the big idea of 'Technology and Tailoring'. This concept is prevalent throughout the entire e-portfolio to inform and justify several digital marketing objectives, a competitive growth strategy, tactical tools and an implementation plan, as well as control variables for measuring the proposed success of the campaign.