Balenciaga. History of the brand

1. Balenciaga

2. Outline

History of the brand
Designers and creative directors of the brand
Brand positioning and price policy
Visual displays
Target customers
Marketing strategy of the brand
Conclusion

3. History of the brand

1917 – in San Sebastian, Spain,
Christobal Balenciaga
opened first boutique of the
brand.
1937 – for the reason of
Spanish civil war Balenciaga
moved to Paris and opened
Paris couture house.
1968 – Balenciaga closed the
house.
1986 - Jacques Bogart S. A. purchased
the house which was in dormant mode
and opened with a new ready to wear
line.

4. Creative directors

Christobal Balenciaga – 1919 to1968;
Micel Goma – 1987 to 1992;
Josephus Thimister – 1992 to 1997;
Nicolas Ghesquiere – 1997 to 2012;
Alexander Wang – 2013(fall) to 2015;
Demna Gvasalia – 2015 to present days.

5. Brand positioning

Luxury pricing, price range:
For Womenwear from 105 to 9950;
For Menswear from 85 to 1795.
Historical fashion house;
Selective brand in terms of price
and style;
Cutting-edge runway collections.

6. Visual displays

The way of visual merchandising in the house shows the high and
luxe status of the brand.

7. Targeted customer

Fashion-aware;
Self-confident;
Wealthy;
It-bag enthusiast
individuals, in age
between 18-55,
with busy life
style.

8. Marketing strategy

Main strategies of the
brand are:
reinforcing awareness
thanks to a strong
network of store;
modernizing the
brand’s heritage
through innovations;
re-branding through a
new designers while
keeping ties with past.
And also promoting and
advertising of the brand in
different ways.

9. Conclusion

Balenciaga indeed is a brand with a rich and interesting history.
In order to be successful Balenciaga survived different times with
falling for few times. It comes to reality that fashion houses which
created statement by the conviction of the 20th century are
nowadays the well known and most successful.