Balenciaga’s Consumer Tribes

A style tribe is known as a ‘collection of people who may share similar values, cultural attributes and dress in a distinctive style’ (Posner and Williams, 2015, p.32). Therefore, when thinking about Balenciaga’s style tribes, it can be argued that there are a variety of consumer tribes that collectively wear Balenciaga products.

With individuality becoming increasingly accepted and practiced, the concept of expressive fashion has in turn grown to be popular amongst many individuals. For instance, younger generations, those aged between 18-35 have thoroughly embraced expressive fashion and thus may lean towards brands that create distinctive pieces of clothing. To this end, these individuals may make up one of Balenciaga’s fashion tribes, due to the appeal of the brand’s striking designs and collaborations. These designs correlate and manifest the values of this tribe; self expression, individualism and diversity. This interest for Balenciaga amongst younger generations can be seen through the 62% of 18-34 year olds that visited Balenciaga’s website in October 2022 (Similar Web, 2022). On account of the evidence of the existence of this tribe, Balenciaga has consistently introduced designs and collaborations that align with the interests of these young individuals. For instance, the release of the iconic Triple S sneakers through to the Crocs x Balenciaga collection.

MILLENNIALS/GEN Z CONSUMER TRIBE BOARD

Current Balenciaga creative director Demna, is known for his seamless fusion between athletic and leisure wear in his designs (Cary, 2022). These designs, specifically, have seen a surge in demand in recent years. On the grounds of this popularity, another Balenciaga consumer tribe has been established; athleisure wearers. These individuals value functionality and comfort wherever they are. These values can be emulated through sports and casual wear, thus creating an athleisure aesthetic. Balenciaga have recently tapped into the needs of this tribe, with the launch of their second collaboration with Adidas. The photography of this campaign illustrates a series of models wearing the pieces in an office setting. This artistic decision emphasises the values and fashion identity of this tribe: wearing casual pieces no matter the circumstances.

'Demna fused Balenciaga’s avant-garde approach and his affinity towards sportswear aesthetic, to create oversized, voluminous, playful and functional clothes’ (Lunia, 2020).

ATHLEISURE CONSUMER TRIBE BOARD

With the variety of possibilities Balenciaga creates with its diverse product range, it can be argued that there is an existence of another key style tribe; a formal fusion tribe. This tribe features those individuals who fuse their fashion identity with both formal and informal pieces. The consumers within this tribe may be working individuals aged between 25-40. These individuals may value professionality as well as the appeal of relaxed clothing and the combination these two elements can offer. This combination may feature feelings of confidence and power wearing the formal pieces versus the feelings of comfort and familiarity when paired with the informal pieces.

FORMAL FUSION CONSUMER TRIBE BOARD