Case study
of the
Balenciaga
Darya Pronina 1221
Seminar tutor name : Dr John-Paul
Okeke
Submission date: 24 th November 2022
Balenciaga
Is a fashion house that
has been around since
1917 and is
synonymous with
excellence, exclusivity
and prestige.
Key business
functions of
the company
1) Production
of clothing and
footwear for
men, women
and children
Key business
functions of
the company
2)Production
of household
and pet
products
BALENCIAGA BENCH
The impact of digital technology on company marketing
Balenciaga unveiled the next generation of virtual catwalk shows and
launched the multi-platform game Afterworld: The Age of Tomorrow.
The impact of
digital
technology
on company
production
Balenciaga uses
3D printer to
create clothes and
shoes.
Digital technology has influenced the company's business growth.
In 2021, Balenciaga
began a partnership with
Fortnite. Fortnite created
a new space specifically
for the Balenciaga virtual
shop in creative mode,
where players can buy
new outfits. Balenciaga
also launched clothing for
fans of the game in the
real world.
For Balenciaga,
partnering with Fortnite
is a profitable solution to
increase customer
numbers by attracting the
Gen-Z consumer base, as
they are the primary
audience for the games.
The impact of social
media on a company's
business
To attract an even larger
audience Gen-Z
Balenciaga became the
first luxury brand to use
TikTok. In total, the
company gets more than
25 million views and 4.5
million interested viewers
who click through to the
company's official
website.
Key points of the presentation
Balenciaga is a luxury fashion house created by Cristobal Balenciaga.
The company's key activities include the manufacture of clothing and
footwear produced by Balenciaga and the manufacture of household and pet
products produced by Balenciaga Objects.
Balenciaga is the first fashion company to create a game to review a new
collection.
Balenciaga presents clothes and shoes created by a 3D printer.
Balenciaga collaborates with Epic Games to attract a young audience.
Balenciaga has removed its Instagram and Twitter profiles, but the brand is
gaining views on TikTok platform.
Reference List
Disko (no date) Brand history: [Link]. [online] Available at:
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440 Industries (2021) Balenciaga vs Gucci – which brand is higher?.440 Industries – Training For Creative Rockstars. [online] Available at:<
[Link] > (Accessed: November 20, 2022).
News-Desk, A.R. (2022) Balenciaga objects introduces limited-edition homeware, Petwear, many new items: Retail News Europe. Apparel
Resources. [online] Available at:< [Link]
homeware-petwear-many-new-items/ >(Accessed: November 22, 2022).
Discover objects (no date) Objects | Balenciaga GB. [online] Available at: <[Link]
> (Accessed: November 22, 2022).
Immi (2017) Balenciaga announces First Kids' Collection. KNOTORYUS. [online] Available at:<
[Link] > (Accessed: November 22, 2022).
Dimension (no date) Balenciaga - Afterworld: The age of tomorrow [online]. Available at:
<[Link] (Accessed: November 23, 2022).
Northman, T. (2021) Balenciaga has major plans for the metaverse. Highsnobiety. [online] Available at:
<[Link] (Accessed: November 23, 2022).
Yosra,K. (2018) Haute Couture and 3D printing: What we can retain from the Balenciaga Fashion Show. 3D ADEPT MEDIA. [online]
Available at:< [Link] (Accessed:
November 23, 2022).
Tashjian, R. (2021) Balenciaga joins Fortnite in the Metaverse. GQ. [online] Available at: <[Link]
collaboration> (Accessed: November 23, 2022).
Maguire, L. (2021) Balenciaga launches on Fortnite: What it means for luxury. Vogue Business. [online] Available at:
<[Link] (Accessed: November 23,
2022).
TikTok For Business (no date) TikTok for business case study: Balenciaga. [online] Available at:
<[Link] (Accessed: November 23, 2022).
Images URL
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