MKT3063 AS1 E-PORTFOLIO

‘Technology & Tailoring’ is a marketing campaign that articulates the principal concept of connecting Balenciaga’s strong brand heritage (Uria, 2022) in exquisite craftsmanship, quality, and innovative design (Dirix, 2022) with evolving digital opportunities (Kenan, 2022; Chen et al, 2022) in order to deliver value to ‘tech-savvy fashionistas’ (Deloitte, 2022, p.14; Wong-Chi-Man, 2023) through ‘hyper-personalisation’ (BOF Team and McKinsey & Company, 2022) in the form of a bespoke tailoring service (Anastasiou, 2022).

 

Although, Balenciaga could explore a variety of significant macro factors, the central idea will revolve around technological trends including the metaverse, VR and NFTs (Boyd, 2023). In addition to this, the campaign will also address the importance of diversity and size inclusivity (Pereira, 2022), as well as highlighting the consumer desire to purchase durable, sustainable and discrete luxury fashion (Sun et al, 2022; Halley, 2022).

 

The core idea of ‘Technology & Tailoring’ is relevant to Balenciaga’s target audience of high-net-worth (HNW) Gen Z and millennial customers because 64% of affluent buyers cite quality as a defining feature of luxury (VERB Brands, 2023), an attribute that Balenciaga consistently encapsulates through a history in haute couture (Graziano, 2022). In addition to this, 43% of HNW consumers desire the ability to personalise products (Keeble, 2022), whilst 82% of consumers rely on luxury fashion brands to assist in self-expression (Vogue Business, 2021). The notion of a made-to-measure service that transcends the metaverse and physical stores provides further value for millennial customers, who expect immersive experiential luxury (WARC, 2022).