6. Action Plan Informed by Reflection

6.1. Reflection

Approaching this assessment, I employed my previous knowledge of Balenciaga as starting point for researching more into the brand. Firstly, conducting secondary research from the internet helped me gain insight into the brand’s strategy, whether it was positive or negative. I continued to apply the concepts and models from weekly lectures and make connections between the secondary research, to conclude the focus of this case study as social and environmental innovation. From this preliminary research, I applied knowledge from this unit as well as my previous units in university and started to conduct primary research, such as an online comparative shop and the application of the business model canvas to Balenciaga.

Where I struggled the most in this assessment was writing enough content of the strategy review section, as Balenciaga’s main approach to customer reactions is to make a public statement. After speaking with the unit leader, I decided to change the layout to create a more cohesive flow of this case study; breaking up the sections into innovation strategies and within those sections discuss the business problem and strategy review. This helped me visualize Balenciaga’s issues better and understand where there was a gap in my research that I could fill with primary research.

Reflecting on the problem I was facing, I felt that my initial primary research was not in depth enough, although helpful for background knowledge (See Figure 6.1). My next step was to conduct primary research that helped underpin the claims from the secondary research and provide extra insight into the problems discussed. To truly understand how Balenciaga’s social and environmental innovation affected consumer’s perception of the brand, I needed to conduct an interview without leading the interviewee. I created a topic guide, clarifying what I wanted to ask my interviewees which I learned from a previous unit, Researching Consumer Behavior (See Appendix 8.6). After creating an outline for the interviews, I chose to use a temporary employee of Balenciaga and a luxury consumer for my two interviewees as they would have different perspectives on the brand. Following these interviews, I was more confident in writing and the word count was not a main issue anymore. The key takeaway from this issue I faced is that it is okay to struggle, admitting so, and then asking for help, and I plan on continuing these ideals throughout the rest of my time at university and in my future career opportunities (See Figure 6.1).

Figure 6.1. Gibbs Reflective Model Description

The case study analysis was too secondary research heavy and primary research was going to be difficult to conduct without adding bias to the questions. I initially wrote my sections with all the secondary research I did, then wanted to implement primary research to underpin these sentiments in the secondary research. I asked my tutor and other students in my class for advice and help on how to ask questions without leading the respondent to discuss only negative things about Balenciaga, especially with all the current backlash swirling about the brand

Feelings I was feeling really stuck on how to write enough in each section and felt that a lot of the questions I wanted to ask would create bias in the answers, considering I wanted to mainly discuss controversies of Balenciaga. A lot of my peers were also feeling like 5,000 words was a lot to write about one brand and their strategies.

Evaluation After receiving advice from my tutor and my peers, I started to create a brief topic guide for my interviews I created the topic guide which included wider context questions, general Balenciaga questions, specific questions on the topics I was focusing on, and concluding questions (See Appendix 8.6). After doing so, I went back to my tutor for recommendations on how to improve the topic guide, once approved, I started to conduct the two interviews. Asking for advice really helped in formulating my ideas better and more clearly to be presented in the topic guide

Analysis At first, I felt really stuck on my primary research and adding enough content for a well-rounded case study analysis. However, my time management and organization skills provided an advantage as I had enough time to ask for help, apply this advice, and return to my tutor for confirmation on their suggestions. Overall, this situation was felt by a lot of students, so I felt better about my struggles, knowing I was not alone in feeling this way

Conclusion Overall, I learned that it is okay to feel lost at times and asking for help is not a bad thing. Receiving help from my tutors and other students made this outcome a more positive one, especially since the interviews I conducted asked about positives and negatives about Balenciaga, reducing bias in answers

Action Plan

If I was ever in this situation again feeling stuck, I would continue to reach out to the appropriate people to ask for assistance. If I were to do anything differently, it would be instead of worrying and just feeling stuck, I would make a list of things I need to do and how I can prove my point. From this list I can formulate a way to execute this plan from the help I receive. Developing skills of academic and professional communication is a very important skill that I learned about with this issue. I will continue to develop this for the rest of my time at university and carry out my learnings into my future career endeavors

6.2. Action Plan

Reflecting on writing this case study and the difficulties I encountered, I plan on executing what I learned throughout the rest of my academic career and my future professional career Through careful consideration of my chosen brand and reflecting on my personal development, I consider myself to be ready for the workforce. Conducting this case study helped me understand different business strategies and to critically analyze them. I will be using this knowledge when applying for jobs and when I get a job after graduation. Analyzing the brand’s business model before entering a job interview, will show resourcefulness and insight into the kind of ambitious worker I am, and hopefully seen as a beneficial and integral part to the team. The review of Balenciaga’s innovation approaches followed by strategic recommendations assisted in my understanding of how a business can strategically overcome their business problems, which I can apply these skills to any business I work for Other skills that I have obtained throughout university and my previous professional endeavors include time management, organization, and communication skills. Technical capabilities I offer to my future employment comprise of basic fashion design skills, which are useful for product development and management opportunities, and Adobe Suite and Microsoft Office certifications, which are imperative for marketing, merchandising, and buying opportunities. I offer an analytical, diligent, yet creative mindset, making me a good candidate for a multitude of disciplines to immerse myself in within the fashion business industry.

After receiving a master’s in science degree in Strategic Fashion Management, I plan on moving to New York to pursue opportunities in the fashion business industry. Entering the workforce as a soon-to-be graduate, my first objective is to conduct a personal assessment on what my values and interests are and then carry out research on available jobs that align with such values and what interests me (See Figure 6.2). This case study report assisted in my knowledge of business strategies and the importance of the values a brand holds, so I want to align my personal morals with the ethics of the future companies I work for. Following creating my job goals, I will conduct an in-depth job search, as I aim to get a job in an associate or mid-level experience post-graduation (See Figure 6.2). Within the fashion industry, making connections is crucial to getting your foot in the door, so I hope to use my current network as a starting point for my preliminary job search. Mapping out my career development journey, in the second half of 2023, I hope to start my professional career, focusing on the transition from university to the full-time workforce and continuing to assess my personal and career goals (See Figure 6.2) Throughout my professional opportunities post-graduation, my goals are to seek out learning opportunities whenever possible and build a professional network in New York I intend to carry out these ideals in my first job and the ones thereafter, while also continuing to assess my individual goals and whether the company I work for, can provide me with the space to grow personally and professionally.

7. References

7.1. Information References

Alfonso III, F. (2021). Fashion Designer Called out for Cultural Appropriation over Its $1,190 Pants. [online] CNN. Available at: https://edition.cnn.com/style/article/balenciaga-boxersweatpants-racism-tiktok-cultural-appropriation/index.html [Accessed 21 Oct. 2022].

Balenciaga (2022). Balenciaga. [Online Image] Instagram. Available at: https://www.instagram.com/balenciaga/ [Accessed 8 Nov. 2022].

Balenciaga (n.d.). Balenciaga Official Online Boutique GB. [online] www.balenciaga.com. Available at: https://www.balenciaga.com/en-gb [Accessed 7 Nov. 2022].

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Bourdieu, P. (1986). The Forms of Capital. In: Handbook of Theory and Research for Sociology of Education. Connecticut: Greenwood Press, pp.241–258.

Cartner-Morley, J. (2021). Balenciaga Seeks to Reset the Narrative with Haute Couture Revival. [online] The Guardian. Available at: https://www.theguardian.com/fashion/2021/jul/07/balenciaga-seeks-reset-narrative-hautecouture-revival [Accessed 21 Oct. 2022].

Cavanagh, A. (2020). Balenciaga’s Big Rethink. Financial Times. [online] 4 Dec. Available at: https://www.ft.com/content/17339e18-6039-4fd2-93c6-95fd7c87a191 [Accessed 11 Oct. 2022].

Clark, K.B. (1985). The Interaction of Design Hierarchies and Market Concepts in Technological Evolution. Research Policy, [online] 14(5), pp.235–251. doi:10.1016/0048-7333(85)90007-1.

Dahlén, M., Lange, F. and Smith, T. (2010). Marketing Communications : a Brand Narrative Approach. [online] Chichester, UK: Wiley. Available at: https://books.google.co.uk/books?hl=en&lr=&id=rLt48XwnW1cC&oi=fnd&pg=PR15&dq=Marketi ng+Communications:+a+brand+narrative+approach&ots=QIIygh4gc7&sig=I2tNvp4xD1Vz_LFh m172UmvEtzU&redir_esc=y#v=onepage&q=Marketing%20Communications%3A%20a%20bran d%20narrative%20approach&f=false [Accessed 22 Nov. 2022].

Fendi (2022). Fendi | Creativity, Fun, and Craftsmanship since 1925. [online] Instagram. Available at: https://www.instagram.com/fendi/ [Accessed 8 Nov. 2022].

Fendi (n.d.). FENDI | Official Online Store. [online] Fendi.com. Available at: https://www.fendi.com/gb-en/ [Accessed 7 Nov. 2022].

Fury, A. (2022). Balenciaga’s Trashed Trainers Tap into Fashion Controversy. Financial Times [online] 17 May. Available at: https://www.ft.com/content/436e7efb-6c94-489c-879c6267806da2b5 [Accessed 21 Oct. 2022].

GUCCI (n.d.). Gucci. [online] Gucci.com. Available at: https://www.gucci.com/uk/en_gb/ [Accessed 11 Dec. 2022].

Gucci (2022). Welcome to the World of Gucci. [online] Instagram.com. Available at: https://www.instagram.com/gucci/ [Accessed 11 Dec. 2022].

Håkansson, E. (2022). The Hidden Costs of Leather. [online] Good On You. Available at: https://goodonyou.eco/the-hidden-costs-of-leather/ [Accessed 8 Dec. 2022].

Hargrove, C. (2019). Balenciaga’s Demna Gvasalia: I Didn’t Start Appropriation. [online] www.refinery29.com. Available at: https://www.refinery29.com/en-us/2019/02/225425/demnagvasalia-balenciaga-vetements-designer-appropriation-interview [Accessed 21 Oct. 2022].

James, G. (2020). Balenciaga Accused of Insulting Chinese People’s Taste with ‘Tacky’ and ‘Offensive’ Ads. [online] The China Project. Available at: https://thechinaproject.com/2020/08/11/balenciaga-accused-of-insulting-chinese-peoples-tastewith-tacky-and-offensive-ads/ [Accessed 11 Oct. 2022].

Krishnasai, C. (2022). Netizens Trash Talk Balenciaga’s Most Expensive Trash Bag Worth $1,790. [online] WION. Available at: https://www.wionews.com/world/netizens-trash-talkbalenciagas-most-expensive-trash-bag-worth-1790-504265 [Accessed 21 Oct. 2022].

Larsen, M. (2021). Brand Case Study: Balenciaga. [online] WGSN. Available at: https://www.wgsn.com/insight/article/92144 [Accessed 11 Oct. 2022].

Louis Vuitton (n.d.). LOUIS VUITTON - Official Website United Kingdom. [online] Louisvuitton.com. Available at: https://uk.louisvuitton.com/eng-gb/homepage [Accessed 7 Nov. 2022].

Louis Vuitton (2022). Louis Vuitton | the Official Instagram Account of Louis Vuitton. [online] Instagram. Available at: https://www.instagram.com/louisvuitton/ [Accessed 8 Nov. 2022].

Marain, A. (2022). Why Is the Latest Balenciaga Bag Causing so Much Buzz? [online] Vogue France. Available at: https://www.vogue.fr/fashion/article/balenciaga-trash-bag [Accessed 21 Oct. 2022].

Napoli, C. (2022). Marketing Forecast 2022. [online] WGSN. Available at: https://www-wgsncom.arts.idm.oclc.org/insight/article/92811 [Accessed 15 Nov. 2022].

Prada (n.d.). Prada. [online] Prada.com. Available at: https://www.prada.com/gb/en.html [Accessed 7 Nov. 2022].

Prada (2022). Prada | Thinking Fashion since 1913. [online] Instagram. Available at: https://www.instagram.com/prada/ [Accessed 8 Nov. 2022].

Rodgers, D. (2022). Balenciaga’s next Must-have Bag? an Empty Packet of Lays. [online] Dazed. Available at: https://www.dazeddigital.com/fashion/article/57101/1/balenciaga-it-bagss23-lays-crisps-kanye-west-mud-ironic-meme-demna-gvasalia [Accessed 21 Oct. 2022].

Shirley, K. (2022). Bottega Veneta Now Offers a Lifetime Warranty for Its Handbags. [online] Forbes. Available at: https://www.forbes.com/sites/kristenshirley/2022/10/29/bottega-venetanow-offers-a-lifetime-warranty-for-its-handbags/ [Accessed 8 Nov. 2022].

Smith, F. (2022a). Consumer Attitudes Towards Luxury - UK - 2022. [online] Mintel. Available at: https://reports-mintel-com.arts.idm.oclc.org/display/1101831/# [Accessed 10 Nov. 2022].

Smith, F. (2022b). Lifestyles of Generation Z - UK - 2022. [online] Mintel. Available at: https://reports-mintel-com.arts.idm.oclc.org/display/1100799/# [Accessed 9 Nov. 2022].

Threaducation (2021). The History of Balenciaga. [online] YouTube. Available at: https://www.youtube.com/watch?v=9kNFJo1-wUc [Accessed 11 Oct. 2022].

Tratten, K. (2019). Farfetch & Balenciaga Launch Exclusive Capsule with Dedicated China Activation. [online] Jing Daily. Available at: https://jingdaily.com/farfetch-balenciaga-china/ [Accessed 11 Oct. 2022].

Verganti, R. (2008). Design, Meanings, and Radical Innovation: a Metamodel and a Research Agenda*. Journal of Product Innovation Management, 25(5), pp.436–456. doi:10.1111/j.15405885.2008.00313.x.

Webb, B. (2022). Stella McCartney to Debut First-ever Mushroom Leather Bag. [online] Vogue Business. Available at: https://www.voguebusiness.com/sustainability/stella-mccartney-to-debutfirst-ever-mushroom-leather-bag [Accessed 10 Nov. 2022].

Weston, S. (2022). Balenciaga launches resale. [online] Drapers. Available at: https://www.drapersonline.com/news/balenciaga-launches-resale [Accessed 11 Oct. 2022].

WWD (2019). Demna Gvasalia on Appropriation, ‘Ugly’ Sneakers and the Curse of Precollections. [online] WWD. Available at: https://wwd.com/fashion-news/fashion-features/demnagvasalia-talks-appropriation-ugly-sneakers-and-the-curse-of-pre-collections-1203001305/ [Accessed 11 Oct. 2022].

Zott, C. and Amit, R. (2010). Business Model Design: an Activity System Perspective. Long Range Planning, 43, pp.216–226.

7.2. Image References

Image 3.1

Slater, B. (2022). Balenciaga Drop Their Dilapidated Paris Sneaker. [online] Hero. Available at: https://hero-magazine.com/article/212535/balenciaga-drop-their-dilapidated-paris-sneaker [Accessed 2 Nov. 2022].

Image 3.2

Global Times China (2020). New Balenciaga ad, ‘an insult to tastes of Chinese people’ - Global Times. [online] www.globaltimes.cn. Available at: https://www.globaltimes.cn/content/1197364.shtml [Accessed 6 Dec. 2022].

Image 3.3

Balenciaga (2022). Balenciaga. [Online Image] Instagram. Available at: https://www.instagram.com/balenciaga/ [Accessed 28 Nov. 2022].

Image 3.4

Hypebae (2022a). Balenciaga Is Suing Its Production Company for $25 Million USD. [Online Image] Instagram. Available at: https://www.instagram.com/p/ClhDp9ErJ2d/?utm_source=ig_web_copy_link [Accessed 28 Nov. 2022].

Image 3.5

Balenciaga (2022). Balenciaga. [Online Image] Instagram. Available at: https://www.instagram.com/balenciaga/ [Accessed 2 Dec. 2022].

Image 3.6

Hypebae (2022b). Demna Releases Personal Statement Regarding Balenciaga Controversy. [Online Image] Instagram. Available at: https://www.instagram.com/p/Clq8FQnOU_m/ [Accessed 2 Dec. 2022].

Image 4.1

Balenciaga (n.d.). Balenciaga Official Online Boutique GB. [online] www.balenciaga.com. Available at: https://www.balenciaga.com/en-gb [Accessed 7 Nov. 2022].

7.3. Figure References

Figure 2.1

Verganti, R. (2008). Design, Meanings, and Radical Innovation: a Metamodel and a Research Agenda*. Journal of Product Innovation Management, 25(5), pp.436–456. doi:10.1111/j.15405885.2008.00313.x.

Figure 2.2

Batat, W. (2019). Digital Luxury: Transforming Brands and Consumer Experiences. [online] Los Angeles: Sage. Available at: https://books.google.com/books?id=jVCIDwAAQBAJ&lr=&source=gbs_navlinks_s [Accessed 6 Dec. 2022].

Figure 2 3

Dubois, B. (1998). The Paradox of Luxury-Goods Marketing. Village Mondial: L’art du Marketing, p.292.

Figure 5.1

Dahlén, M., Lange, F. and Smith, T. (2010). Marketing Communications: A Brand Narrative Approach. [online] Chichester, UK: Wiley. Available at: https://books.google.co.uk/books?hl=en&lr=&id=rLt48XwnW1cC&oi=fnd&pg=PR15&dq=Marketi ng+Communications:+a+brand+narrative+approach&ots=QIIygh4gc7&sig=I2tNvp4xD1Vz_LFh m172UmvEtzU&redir_esc=y#v=onepage&q=Marketing%20Communications%3A%20a%20bran d%20narrative%20approach&f=false [Accessed 22 Nov. 2022].

Figure 6.1

The University of Edinburgh (2020). Gibbs’ Reflective Cycle. [online] The University of Edinburgh. Available at: https://www.ed.ac.uk/reflection/reflectors-toolkit/reflecting-onexperience/gibbs-reflective-cycle [Accessed 9 Dec. 2022].

Figure 6.2

Slide Team (n.d.). Five Yearly Path to Career Planning Process Roadmap for Individual. [online] www.slideteam.net. Available at: https://www.slideteam.net/five-yearly-path-to-career-planningprocess-roadmap-for-individual.html [Accessed 20 Nov. 2022].

8. Appendices

8.1. Business Model Canvas