A Study on Balenciaga’s Social Media Marketing Strategy

Abstract

This essay focuses on addressing how the 2022 Balenciaga marketing campaign scandal has influenced the brand’s consumer behavior as well as social media marketing strategies. The debate surrounding the narrative of their Gift Shop campaign involved accusations of advocating inappropriate content and provoked outrage throughout the internet, compelling consumers to discuss about the brand’s idea of style. Hence, this research examines the impact of this event on the general public’s attitudes, purchasing behavior, and consumer brand loyalty. In addition, it incorporates the adjustments in Balenciaga’s social media marketing strategy in response to the consequences of this disaster, changing their content and promotion tactics. The study also takes consideration of how this has caused larger implications for the entire fashion industry, specifically the reactions of adjacent luxury brands to this incident and how they approach ethics with marketing practices. Understanding this dynamic allows the research to provide insight on the significance of launching marketing strategies in correlation with the expectations of consumers and the moral criteria of the generation today. The observations of this study emphasize on the critical role of social media in crisis management and the lingering effects of brand conflicts on consumer confidence and loyalty.