- Index hide2 Balenciaga’s action is similar to that of Bottega Veneta, which has attracted attention on social networks.
IFDAQ measured Balenciaga’s brand development between 2017 and 2022.
Spending on luxury and in the midst of inflation, marks a very serious precedent in the market.
Behind the brand crisiswhich even led Balenciaga to create a new position in the company, which is in charge of reviewing everything that is communicated in advertising and messages, Balenciaga revived the advertising on their social networks, with which the brand returns to the sales arena, before a consumer who saw a whole narrative of how a bad advertising action has its effects.
Studies As the IFDAQ have measured the brand performance of Balenciaga and in his estimate that ran from 2017 to 2022, he identified a growth in points that went from 41.74 in October 2017 to 92.08 that he reached in June 2022 and began to contract in July 2022 to 88 points and stay there until October of 2022 that the measurement was carried out.
Balenciaga reactive advertising
The reactivation of Balenciaga’s advertising reminds us of a very interesting point in consumption and that is the importance for the consumer of reconnecting with brands and from measures with which they re-emerge from viral brand crises.
Balenciaga reactivated its advertising and the luxury brand overcomes the episode of brand crisis that it experienced, due to a bad advertising campaign.
Social networks are tremendously democratic and today the same thing makes a good action go viral, turning it into a success, like a bad action, assessing the fact in a brand crisis.
We saw the precedent of a bad action with the campaign where Balenciaga apologized for criminal acts against minors, for which alarm bells were immediately set off in the market and consumers with high purchasing power went viral about how they got rid of high-quality products. brand cost.
Said act motivated the brand owned by keringto withdraw from advertising in the media and her actions on social networks were suspended until now, which has returned with the promotion of her garments on social networks, from the summer collection of this 2023.
As part of its return to advertising, the brand only activated seven posts on its Instagram account with a blank background and models simply posing for the camera, no decorative elements, hand positions or structured elements that lend themselves to a Bad interpretation.
This action is similar to the one implemented by Bottega Veneta, which turned its action on social networks into the center of attention on the part of the consumer, since the famous luxury brand has now gone viral because since it moved away from the mainstream of large social networks such as Instagram, TikTok or Facebook, advertised again but it only did so on Weibo, the famous Chinese social network, thus establishing an interesting background of how and what interests brands on social networks.
Having said this, it is important to understand what attracts attention in luxury consumption, where a concept is key and it is the ability of brands to understand what is relevant in the market and how interesting proposals are achieved on social networks based on creative elements. social, where high-cost brands seek to set a key precedent and it is none other than the importance of virality in the market and the ability of brands to understand what is valuable and what has to be discarded.
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