The Balmain consumer can be classed as someone who enjoys living a luxurious life that is modern, exciting and eye-catching much like their pieces. Balmain is a brand that constantly stays on trend while incorporating references from the brand’s original sophisticated French fashion days. The consumer is to be seen as confident and daring with a great knowledge of the fashion world and the garments they are wearing. They stay well acquainted with social media which can be seen from some of the Balmain army. The fanbase include many celebrities such as Kim Kardashian, Rhianna and Kanye West. These endorsements appeal to a fashion forward tribe not afraid to make a statement and influence those around them. They also desire to be young and successful, stepping away from the normality of the fashion world. A point can be made that those who choose to wear Balmain want to be recognised from the gold buttons, tassels and ornate details as fashion to them is more than a hobby but a lifestyle.
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The brand itself present their identity as a showcase of “mastery of intricate couture techniques” and aspire to deliver great quality every single time. They want to pay tribute to the heritage of where it all started with Pierre Balmain while continuing to innovate and empower under the direction of Olivier Rousteing. The modern Balmain woman is sophisticated, eccentric and bold who believes she is capable of anything she puts her mind to. Confidence has always been at the centre of Balmain. As Angela Carroll said, “brand consumption provides an opportunity for individuals to express themselves not as they are, but how they would like to be or be seen” (Carroll, 2009). It can be argued that when the consumer puts on Balmain, they exude that untouchable confidence and are ready to experience everything life gives them. The visuals Balmain portrays are striking and fierce but contain touches of traditional French fashion. The visual identity is about demonstrating how tradition and modern can combine to make beautiful, timeless pieces. The colours pallets of Balmain do vary however the designs tend to be based around monochromatic looks with splashes of colour and intricate motifs. The silhouettes seen on the runways are also very unique, another reason why people buy into Balmain. The dynamic and unconventional collections evoke the curiosity of every audience.
To help give a sense of identity, Balmain have updated their logo and designs throughout the years to help shape who they are. Consumers connect better with the brand if they can relate to its overall identity and the ethos (Posner,2015). A strong logo can replicate a strong person.
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