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Branding Strategy for Balenciaga
Role
Market and consumer research, trend analysis, product development and assortment mix, marketing strategy, and visual communication.
Branding and equity building strategy for Balenciaga. Balenciaga had a reputation as a revolutionary brand. However, the excessive pursuit of trends and overly unconventional products have caused controversial opinions about its aesthetics and luxury status. This project focuses on redefining its core characteristics to retrieve its haute couture consumers and maintain its brand equity.
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