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GIOVANA GRANCHI, DARIA PERUSHEVA, AMANDINE VAN DEN HEUVEL
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TABLE OF CONTENTS 1. HISTORY
● KNITWEAR
2. VISUAL IDENTITY
● COATS AND
3. PACKAGING
JACKETS
4. POSITIONING
● DENIM
5. KNOW-HOW
● BLAZERS
6. ICONIC PRODUCTS
● TROUSERS
7. PRODUCT PORTFOLIO
10. PRODUCT STRATEGY
8. DISTRIBUTION
ANALYSIS
9. WOMENSWEAR SS19 COLLECTION
11. CONCLUSION
ANALYSIS ● BLOUSES AND SHIRTS ● T-SHIRTS AND SWEATSHIRTS ● DRESSES AND SKIRTS
11. REFERENCES
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HISTORY
The house (now 102 yo) was founded in Basque Country,,
Demna Gvasalia
Spain as a Haute Couture
Women’s Ready to
Kering acquires
becomes the artistic
House
Wear line introduced
Balenciaga
director
1917
1986
2001
2015
1895
1937
1997
2004
2018
CristĂłbal
Brand moved to Paris
Nicolas Ghesquiere
Introduction of Men
According to Lyst.com
Balenciaga (1895 -
during Spanish Civil
named creative
RTW and accessories
Balenciaga is a top 3 most
1972)
War
director
line
searched brand online
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VISUAL IDENTITY ● Old logo: This logo express the idea of sophistication through the font's choice, the monogram and the subtitle "Paris". ● More Recent logo: The new logo is simple and timeless, the intention is to create a contemporary signature. ● 2017's Logo: Logo: Bold and minimalistic Black: Timeless Typography: The font was inspired by the clarity of public transportation signage.
Inspired by the 2017 US Elections, the logo has since been placed on a number o products (sweatshirts, caps, t-shirts, high heels) and has become synonymous with the brand
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VISUAL IDENTITY -
Packaging
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POSITIONING HERITAGE BRANDS
DESIGNER BRANDS CLASSIC
CONTEMPORARY STREETWEAR
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KNOW-HOW ● Exceptional Tailoring
IMAGES
● Architectural garment construction ● Contemporary Volumes and Shapes (Oversized Look) ● New 3D Jacket
ICONIC PRODUCTS
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Alexander Wang
Demna Gvasalia
Nicolas Ghesquiere
Motorcycle bag Pantashoes
Egyptofunk t-shirts and sweatshirts
Cutout Buckle Boot
Speed trainer sneaker
Triple S sneaker
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PRODUCT PORTFOLIO MENSWEAR & WOMENSWEAR Bags & small leather goods Ready-to-Wear Shoes Accessories Jewellery Sunglasses CHILDRENSWEAR
Sweatshirts & T-shirts Jogging pants & shorts Shoes
DISTRIBUTION WOMENSWEAR ONLINE RETAILERS
DEPARTMENT STORES
Galeries Lafayette Printemps Le Bon Marché Harrods Selfridges Harvey Nichols La Rinascente Saks 5th Avenue TSUM Neiman Marcus El Corte Inglès
BALENCIAGA
● Over 100 directly operated stores ● E-commerce with delivery to over 97 countries ●
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AIRPORTS
Hong Kong OUTLETS
La Vallée Village Bicester Village Mall Firenze
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WOMENSWEAR SS19 COLLECTION ANALYSIS
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COLLECTION COLORS OVERVIEW YELLOW/ORANGE RED PINK/PURPLE BLUE GREEN BROWN/ BEIGE GREY WHITE/BLACK
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COLLECTION PATTERNS OVERVIEW ABSTRACT LOGO/MONOGRAM STRIPES CHECKS VICHY PIED DE POULE FLORAL POLKA DOTS CHAINS PATCHWORK
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BLOUSES & SHIRTS
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COLLECTION BOARD
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COLLECTION BOARD
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COLOR & PATTERN BREAKDOWN BLUE
LOGO/MONOGRAM
WHITE
STRIPES
BLACK
LOGO & STRIPES CHECKS
PINK
ABSTRACT
GREEN
FLORAL
BEIGE GREY
CHAINS
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T-SHIRTS & SWEATSHIRTS
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COLLECTION BOARD
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COLLECTION BOARD
COLOR & PATTERN BREAKDOWN BLACK WHITE BRIGHT RED LOGO/MONOGRAM ABSTRACT PRINT BLUE GREEN DARK RED GREY PINK PURPLE
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DRESSES AND SKIRTS
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COLLECTION BOARD
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COLLECTION BOARD
COLOR AND PATTERN BREAKDOWN 8%
BLUE
LOGO/MONOGRAM
8%
PATCHWORK
BLACK GREEN
38% 8%
GRAPHIC CHAINS CHECKS
8%
PINK RED
CASHMERE POLKA DOTS
PURPLE
VICHY 31%
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KNITWEAR
COLLECTION BOARD
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COLOR AND PATTERN BREAKDOWN BLACK GREEN NEON PINK LOGO/MONOGRAM SOFT PINK BEIGE PURPLE TURQUOISE DARK RED BRIGHT RED
ABSTRACT
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COATS & JACKETS
COLLECTION BOARD
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COLOR & PATTERN BREAKDOWN BLACK BEIGE BLUE
BROWN GREY GREEN RED
CHECKS ABSTRACT LOGO/MONOGRAM PIED DE POULE
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DENIM
COLLECTION BOARD
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COLOR BREAKDOWN ANTHRACITE/ BLACK WHITE LIGHT BLUE
DARK BLUE GREY
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BLAZERS
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COLLECTION BOARD
COLOR & PATTERN BREAKDOWN COLORS
BLACK RED
PATTERNS CHECKED STRIPED
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TROUSERS
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COLLECTION BOARD
COLOR AND PATTERN BREAKDOWN
BLACK LIGHT BLUE B/W
NAVY BLUE
LOGO/MONOGRAM STRIPES CHECKS
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ANALYSIS
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Product Category
Number of Products
Color Variance
Color %
Pattern %
T-shirts & Sweatshirts
40
1 - 70 % 2 - 26.7 % 3 - 3.3 %
92.5 %
7.5 %
Coats & Jackets
37
78 %
22 %
Shirts & Blouses
31
1 - 100%
46 %
54 %
Dresses & Skirts
30
1 - 100%
47 %
53 %
Denim
23
1 - 95.5 %
2 - 4.5 %
100 %
0%
Knitwear
21
1 - 95 %
2-5%
33.5 %
66.5 %
Pants
12
1 - 91.7 %
2 - 8.3 %
54 %
46 %
Jackets & Blazers
10
50 %
50 %
1 - 82.5 % 3-7%
2-7% 4 - 3.5 %
1 - 100%
COLLECTION PRESENTATION
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PRODUCT STRATEGY ANALYSIS MATERIALS: Around a 50/50 split between Natural Fibers (Cotton & Silk) and Synthetic Fibers ( Polyester, Viscose, Acetate) A common use of synthetic materials due to a need of practicality of the product (streetwear) that will last given its high price point DEPTH & WIDTH:
FABRICS’ COLOR VARIATIONS
Overall: 59 Items and 61 Variations
COTTON - Monochromatic POLYESTER - Monochromatic OTHER SYNTHETIC FIBERS -Monochromatic SILK - Multichromatic
Tops: 1 Item in 3 variations Dresses & Skirts: Only Unique Options
Basic
Fancy
Total
Tops
10
19
29
20
Dresses
11
9
20
3
10
Skirts
4
6
10
41
18
59
Total #
25
34
59
69%
31 %
100%
Total %
42 %
58%
100%
Day Time
Evening
Total
Tops
23
6
29
Dresses
11
9
Skirts
7
Total # Total %
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CONCLUSION
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Collection Color Theme - Bright Neon Colors (Pink, Blue Green, Red)
Collection Pattern Theme - Monogram & Checked Pattern prevail in the collection
T-shirt & Sweatshirts is a Largest Product Category with 40 Styles On Average, there is an even split between Color and Pattern use among product Categories ( Except for Denim, 100% Color) Larger Focus of Day Time Product 69% Slightly Higher Preference of Fancy (58%) over Basic Styles ( 42%) The brand answers the target expectation on Color and Style Variation in relation to streetwear items (T-Shirts/Sweatshirts)
Most Color Varied Products - Available in 5 / 6 Colors Each (White, Grey, Green, Red, Purple, Black)
REFERENCES https://www.balenciaga.com/gb https://www.kering.com/en/houses/couture-and-leather-goods/balenciaga/history/ https://www.balenciaga.com/experience/en/pages/store-locator/ https://fashionista.com/2017/09/balenciaga-new-logo https://coffeeandhandbags.com/2018/10/31/balenciaga-motorcycle-bag/ https://lookastic.co.uk/women/black-cutout-leather-ankle-boots/shop/cutout-buckle-boot-2221332
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