×
747
Fashion Jobs
CLINIQUE
Clinique - Consultant - Melbourne International Airport- Part Time
Permanent · Melbourne
TIFFANY & CO
Sales Manager - Pitt Street
Permanent · Sydney
LOVISA
Expression of Interest - Regional & State Managers
Permanent · Miranda
MUNRO
Assistant Payroll Manager
Permanent · MELBOURNE
DAVID JONES
Production Manager - Womenswear - Country Road
Permanent · MELBOURNE
DAVID JONES
Paid Social Analyst
Permanent · MELBOURNE
DAVID JONES
Merchandise Planner - Womenswear
Permanent · Melbourne
DAVID JONES
Sales Expert - Designer Womenswear - David Jones Elizabeth Street
Permanent · SYDNEY
L'OREAL GROUP
National Sales Director - Redken & Pureology
Permanent · Melbourne
SMIGGLE
Supply Coordinator - Smiggle
Permanent · Melbourne
DAVID JONES
Sales Manager - Bourke Street Mall - David Jones
Permanent · Melbourne
DAVID JONES
Product Safety & Traceability Manager
Permanent · Melbourne
DAVID JONES
David Jones | Assistant Support Manager Loss Prevention | Hay st
Permanent · Perth
L'OREAL GROUP
Brand Manager- l'Oreal Professionnel
Permanent · Melbourne
L'OREAL GROUP
Assistnnt Product Manager- Kerastase & Shu Eumura Art of Hair
Permanent · Melbourne
L'OREAL GROUP
Brand Manager - Garnier
Permanent · Melbourne
L'OREAL GROUP
l'Oreal Precision Advertising Manager
Permanent · Melbourne
L'OREAL GROUP
Commercial Finance Business Partner
Permanent · Melbourne
L'OREAL GROUP
Business Consultant - Kerastase
Permanent · Adelaide
L'OREAL GROUP
Business Consultant - Loreal Professionnel
Permanent · Sydney
PETER ALEXANDER
Supply Coordinator - Peter Alexander
Permanent · Melbourne
DAVID JONES
David Jones | Sales Manager | Menswear | Market Street Store
Permanent · Sydney

Balmain’s next growth drivers will be accessories and social media

Translated by
Nicola Mira
Published
today Oct 23, 2019
Reading time
access_time 3 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Parisian luxury label Balmain is intensifying its efforts on fashion accessories and social media to further drive its growth. The label is notably working on a transformation of its customer relationship approach by taking a closer interest in its social media followers, as CEO Massimo Piombini explained on Tuesday, speaking at the Milano Fashion Global Summit 2019 symposium in Milan. In parallel, the documentary film ‘Wonder Boy’, about Balmain’s creative director Olivier Rousteing, is about to be released.


Massimo Piombini, CEO of Balmain - ph Dominique Muret


Rousteing was only 25 in 2011 when he took charge of style for the Parisian label, which was founded in 1945 and, since 2016, has been owned by Qatari investment fund Mayhoola. “Olivier was one of the first to use Instagram as a communication platform, he effectively grew up with his audience. Between his own and Balmain’s account, from 15 to 16 million people are currently following Balmain. The label already had a significant audience, but it needed to capitalise on it,” said Piombini, who has been in charge of the company since April 2017.

“In two years, a period in which our staff nearly doubled, we deployed a strategy entirely focused on the figure of Olivier Rousteing, while at the same time linking our name to the worlds of leisure, music, sport and films. Olivier is central to our whole brand image effort and communication activity, from the photoshoots for our advertising campaigns to store concepts to social media. He does it in a way that is totally spontaneous, positive, easy-going and inclusive,” said Piombini.

This aspect of Rousteing's character comes across very clearly in Anissa Bonnefont’s film ‘Wonder Boy’, which shows both facets of Rousteing's personality: the uber-cool star designer, fully immersed in the glamour of the fashion world, and the sombre, solitary young man of African origin, born to parents unknown and adopted by a Bordeaux family, constantly searching for his roots. The film will be released at the end of November, with a planned private showing for the president of France, ahead of a discussion within the French government on a revision of the country's adoption laws.

On the business strategy side, Balmain is busy transforming its customer relationship and marketing approach, by concentrating on its social media followers. A resource that enables Balmain to reach a vast number of potential customers, especially compared to the number of people who visit its stores. “We are applying our usual CRM tools to these followers, using a bespoke approach designed to better identify them, something which isn't standard procedure,” said Piombini.
 

Olivier Rousteing at the Balmain catwalk show last June - © PixelFormula


Fashion accessories are another growth driver for the label. In ready-to-wear, “Balmain has a very specific brand positioning, with a very clear image. It is now down to accessories to make a difference,” explained Piombini. This means handbags and sneakers, but especially shoes and a range of “more democratically priced products.” The goal is for accessories to reach a share of the label’s sales worth between 30 and 40%. This would enable Balmain to double its revenue, which was €185 million in 2018.

Distribution-wise, Balmain is favouring e-commerce, which now accounts for 30% of its total sales, while it is also starting to develop a network of monobrand stores. It currently operates 19 of them, and in the next two to three years the number is expected to rise to 30-40 worldwide.

But Balmain, which has launched multiple collaborations in recent years, the latest ones with Puma and Cara Delevingne, is also trying to become more selective. As Piombini noted, “doing collaborations isn’t the problem, the problem is how not to do them! We are highly sought-after, but we decided to introduce fewer collaborations in future, picking them carefully. Collaborations boost a label's visibility and, in general for us, all our co-branded products usually sell out in a couple of days. But we must be careful not to cause Balmain to lose its brand identity.”
 
 

Copyright © 2020 FashionNetwork.com All rights reserved.