Melany Rumman
Was founded in 1946 by Pierre Balmain
After his death, Erik Mortensen led the company (1982) Oscar de la Renta, one of the most influental designers 1993-2002 Christophe Decarnin insisted on modernizing the line (2005) In 2011 Olivier Rousteing replaced him, and made revolutionary changes
Product
• • • •
Pre- collection Resort Cosmetics Perfume
Price
• Top luxury game • Price range from $200-$ 20,000 and up
Place
• Online boutique and store • US, Canada, Europe, Asia
Promotion
• Promo codes • Coupon code discounts
Balmain Campaign Spring 2016 Campaign
#BalmainArmy
Balmain for H&M
Launch of Balmain Kids
SWOT Strengths
Weaknesses
~Luxury, fashion forward. ~Celebrity endorsements. ~Heritage. ~Established in Paris.
~ Extremely “trendy” exaggerated designs not worn by everyone.
Opportunities
Threats
~ Too daring “showy” garments diminishing the target persona.
~ Luxury fashion
~ Creation of a new affordable brand. ~Creation of a basic line with less edginess.
competitive industry. ~Consumers seeking a conservative look. ~Financial crisis. ~ Mainstream brands copying looks.
Design Modern
Low Priced
Exclusivity
Classic
Brand Equity & Positioning
"Jolie
Madame" signature positioning. It’s defined as "boldly feminine" and "opulent". This positioning attracted its brand into the celebrity and Hollywood consciousness.
H&M line affordable for average consumer. Feauturing famous young models Kendall Jenner and Gigi Hadid.
•The head creative directors of Balmain are well-known, prestigious designersOscar De La Renta and Christophe Decarnin. •Focused around classic luxury styling with heavy attention to detail. •Olivier Rousteing of the house has made the lines from the brand more popular by adding three key elements: • More Asian influence • Focusing the lines to the very finer aspects of French couture • Removed the flashy lines and expensive price tags introduced by the previous head designer
•Limited editions are a key strategic element of maintaining this aura of exclusivity.
Brand Mantra
Exclusive
Luxurious
Haute Couture
Brand name
Logo
„Jingle”
POP
POD
• • • •
• • • •
High priced luxury brand French origins Haute couture Glamour focused
#BalmainArmy Asian Influence Modern cuts and details Social media as key element of marketing • Balmain x H&M
We are planning to expand the Balmain brand with the category of makeup products, which would also represent the high-quality, luxurious standard the brand already has.
Balmain PARIS
Women
Men
Kids
Fragrances
Makeup
Outwear
Outwear
Outwear
Eyes
Dresses & Skirts
Tops
Dresses & Skirts
Eyeshadow
Contour
Tops
Jeans & Trousers
Tops
Eyeliner
Concealer
Jean & Trousers
Shoes
Trousers
Mascara
Foundation
Accessories
Accessories
Shoes
Bags
Face
Lips
Matte
Gloss
PLC Stage
Introduction
Growth
Maturity
Decline
POP POD
• High quality, luxurious makeup line • Exclusive • High priced • Metallic and dark colors that will accentuate the apparel line concept of edgy and elegant • Black packaging and luxurious metallic product containers
Kylie Cosmetics Limited Edition
Name
Balmain Paris - unchanged
Logo
Remains the same – stilized B where the whole logo doesn’t fit
Packaging
Edgy metallic design – gold, bronze and metal black
Jingle
Contemporary hip-hop, R’n’B Kanye West
Product
Price
Foundation, concealer, contour-highlighter kit, matte lipstick, lipgloss, eyeliner, eyeshadow palettes
On the level of the other competitor luxury makeup brand – ranking from 30-100$
Marketing mix
Placement
Promotion
Sephora , Douglas (Europe), Macy’s, Nordstorm, Saks
Social media using the BalmainArmy, fashion magazine advertisements, famous Youtuber makeup artists