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Balenciaga is one of the leading brands in the luxury market.
Next to Balenciagabrands like Bottega Venetta either Burberry They have tried drastic strategies.
Balenciaga revived his contents who had punished in instagramafter the call to cancel the brand to which it was subjected, for launching a controversial campaign featuring minors.
The action of this and other luxury brands that try everything, activating content, deleting it; testing strategies, working with influencers, not working with them, is part of a trend of consumer-driven work, as detailed by the study “Summer 2022 Vogue Business Index”in which the countries with the highest percentage of consumers were listed, who see their source of information on luxury brands on social networks.
The index placed China in the lead with 65 percent of people responding positively to the habit, Japan 46 percent; South Korea, 42 percent and the global average is 40 percent.
Balenciaga revives in networks
Balenciaga revived on social networks and the famous brand ended the unfortunate moment it experienced after unleashing criticism for its campaign in which it advocates crimes against minors.
After the release of the campaign, criticism was unleashed against Balenciaga so he went back on his social networks, deleting all his content in instagram (@balenciaga) where he has more than 14 million followers.
Now that time has passed and the controversial campaign seems to be beginning to be forgotten, the post that revived the famous brand date from June 2018 to June 2021, so an important episode in the history of Balenciaga was republished on social networks, where the brand only maintains a link to its site Web.
The strategy that revives the brand in your account instagram once again shows the atypical images of the aesthetics expected of a luxury brand and reveals models that break the stigma, wearing accessories and clothing in all kinds of shots, which show the flexibility with which this brand is in the hands of Demna Gvasalia it has triggered valuable activities in the market.
The return of Balenciaga to social networks is important because it serves as a thermometer of acceptance of the brand after the call for cancellation that was made against this firm, due to the controversial campaign in which it normalized illegal acts with minors, through aesthetic details.
Along with this controversy, it is important to see that the use of social networks where brands disappear or appear in them is a very interesting scheme, which allows us to understand the consumer and the value they give to these communication guidelines.
We saw a great example of this with strategies such as Bottega Venetta disappearing from social networks, as a measure to appreciate its value as a luxury brand; We also had examples such as Burberry, which in order to present its new designer, deleted its history on social networks to announce the arrival of Daniel Lee.
It is interesting to see the communication scheme that has been determined in the market and not only that, the interaction capacity that has been detonated in these media, where social networks have become tremendously valuable communication schemes, due to the influence that They only have the content that we see on these networks, also in the innovation that has been marked in this market and allows better communication with the consumer.