An Analysis of BALENCIAGA’s Brand Communication Methods and Causes in Different Development Periods: From the Perspective of Media Communication
Abstract
Rather than saying that BALENCIAGA is advertising carefully, it is better to say that BALENCIAGA is trying to advertise itself as the most unique existence among luxury brands. BALENCIAGA combines its century-old brand culture with modern culture. Take the initiative to put labels on itself. When people talk about BALENCIAGA, they will talk about his designs. In the process of talking, the effect of advertising communication is achieved instead of just brainwashing people on the advertising screen. Brand product design and media marketing are inseparable. BALENCIAGA’s ambition seeks to combine design and media. To achieve the transformation of established luxury brands. Break the inherent rules and limitations of society. Subvert all rigid and deliberate definitions of beauty and luxury. Create new and bold brand design concepts and communication methods. Sharp and exaggerated, it combines the consumer culture of each period and continues to develop with the progress of the times. Use unique and avant-garde brand attitude to promote brand development. This approach has not only gained widespread attention and value recognition from consumers but also enhanced brand value and publicity effects. Make brand and product design conform to the trend of the younger consumer market. Make luxury goods no longer a single expensive item but endow luxury goods and brands with higher value and meaning.
References
- Tao, R. (2019). Research on youthful communication of luxury brands. Anhui University. (MA thesis).
- Vogue Business. (2023, July 10). Embracing the democratization of fashion, Demna imagines the future of haute couture between tradition and innovation. https://mp.weixin.qq.com/s/3YH0hpTMJUsK4OLn5VAxLw
- Vogue Business. (2023, June 29). Why is it an inevitable trend for luxury goods to become artistic? https://mp.weixin.qq.com/s/ghI4LXM-TaoOMM4MQzLnpg
- Liu, Y. (2007). The new media wave promotes innovation in thinking. Advertiser, 09, 152.
- Vogue Business. (2023, August 23). Is Thailand the rising star in Asia's luxury goods market? https://mp.weixin.qq.com/s/M8ltdrK4mvn8eHkB7hb0fA
- Vogue Business. (2023, July 17). The performance exceeded expectations. What signals did the Chinese luxury goods market send in the second quarter? https://mp.weixin.qq.com/s/geX3HZn8rj0K-j28V0YYag
- Li, H. (2023, March 30). The performance of domestic and foreign sports brands in the Chinese market is divided, and sales of outdoor and other sub-categories have increased significantly [News]. Securities Daily, B02.
- EZVIZ. (2022, December 21). News dissemination is an important way of brand marketing. https://zhuanlan.zhihu.com/p/593294544
- Guo, X. (2021). Using social media to enhance the power and influence of traditional media. Journalism Research Guide, 12(2).
- He, J. (2004). Cultural background and translation. Journal of Loudi Normal College, 01(3).