The Balmain brand have been known to communicate with their audience using various different mediums which has helped them reach a global platform. They aspire to spread the message of heritage and beauty, celebrating the luxury brand as it started to what it has become now.
Their social media presence is very noticeable which is very positive as the current Balmain target market is young and modern. They have various platforms such as Instagram, Snapchat and YouTube. In my opinion, this is very useful as it connects with not only current consumers but potential consumers too. As Posner said, “a fashion aware non-user would generally construct their brand image from magazines……reading the editorial content or from social media content such as Twitter posts, Instagram and Pinterest images” (Posner 2015 p. 147). Balmain let their audience into their creative process which can strengthen the relationship a brand has with their consumer as they show that they care about them. Of course, this can generate sales but also develops a sense of brand loyalty as the customers appreciate the overall ethos and can keep updated on social media.
Next, we have various different projects that Balmain has participated in. the brand is not one to shy away from collaborations which has managed to integrate them with various other consumer tribes. For instance, we have seen collaborations with Puma, Beats and H&M. All with very different consumer tribes which elevates Balmain’s status as a well-rounded brand. With Puma, they are catering more for athleisure while H&M is higher street, both of which the normal Balmain target market would not be based around. It is a good strategy that allow them to break into new markets ad gain recognition.
Celebrity endorsements have been able to take Balmain to the next level of their brand communication. Well known celebrities such as Cara Delevingne and the Kardashians re known to be big fans of the Balmain brand. Kylie Jenner was also the model for the collaboration with Beats by Dre. This proves to be very useful as fashion is a very visual industry and celebrity endorsements put heavy emphasis on visual rather than written content (Carroll, 2009). When a person sees an ad campaign or social media post and recognise the celebrity it could allow them to find out more about the brand. Alternatively, existing customers and fans of those celebrities may want to dress like them so they invest in the brand’s image (Carroll, 2009)
Brand Collab Board
Fashion shows are also an important part of their brand communication strategy. This is where Rousteing and the team of designers get to display their new creations and to show the audience what Balmain has in store for them next. The FW20 runway looks are neutral in tone with the occasional graphic motifs. Although it isn’t the quintessential Balmain look. It contains the signature patterns, details and silhouettes which Balmain are known for. We can clearly see a lot of colour psychology as the pallets for each runway show and ready to wear collection are attractive, exciting but still remaining on brand.
The visuals of Balmain also give a high sense of the brand’s identity. For instance, the ad campaigns for the new Balmain BBold sneakers and BBuzz bags show the modern direction the brand has taken (Balmain, 2020). They feature rich textures and patterns which is what the brand image is all about. The website itself is decorative as are the social media platforms which exude a high sense of glamour, modernity and professionalism. Essentially, many of the new products feature the new logo which is highly eye-catching and represents the new generation of the ‘Balmain Army’. The graphics from their digital platforms stay true to their brand, keeping with pictures of current celebrities who follow them, recent editorials and updates from Rousteing himself. It is clear that his is a brand who want to be recognised as on trend, creative and current so they attempt to incorporate all of that through visual and physical communication strategies.
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