Balenciaga

Balenciaga has always been known for its exquisite leather and great craftsmanship. It is targeted towards women of a certain social bracket who are able to create and maintain a lifestyle for themselves that is full of luxury and sophistication. Before the store opened in Greenbelt 5, there were a select few in Manila who possessed the very distinct bags of Balenciaga. (The most notable being the motorcycle bags)



The lifestyle trend that I think the store most exudes is Tightness. I believe that the lifestyle trend that I created applies to the branch in Greenbelt the most, both literally and figuratively. I believe it is apt literally since the store is a bit cramped, to an outsider, it sort of has a feel of exclusivity and refineness that only certain people possess. Figuratively, it has the tightness factor because I feel that due to the fact that the bags aren’t as accessible to the mass as for example, a generic branded bag. When a woman sees that another woman is holding the same bag, there is a certain feeling of familiarity.

A marketing strategy that I have noticed with Balenciaga is that they don’t make all the possible stocks they have available in certain places. This, again, creates tightness among the few women who do have colors and styles that aren’t available here. I believe that as a high-end brand, it needs to maintain a certain amount of anonymity from the masses and it needs to be able to create a feel of luxury and exclusivity for the people who do have it.


-- Stephanie Oca