Who is she wearing?! A quick look into the Balmain Consumer

Balmain Hair Couture

Fashion has become representative of the time in which we live, a direct reflection of culture at any given time. “Fashion is the most immediate symptom of the times we live in. So when you look at the shows, it’s unbelievable how well it reflects what’s going on in the world.”- Margherita Missoni

Balmain, known today as one of the most talked about fashion brands, has continued to set the tone for the fashion industry and their competitors. Their brand has shown tremendous growth in sales, exposure and more importantly, content. But what really sets them apart from their current competition? MARKETING. Specifically marketing to the most talked generation today: Millennials.

Meet Micah Russo.

Gender: Female

Age: 27

Location: Los Angeles

Ethnicity: African-American

Education level: Bachelors Degree

Income level: $300,000

Industry/job: Runway Model/Actress

“How can you even begin to know whether your audience is receiving your message and understanding your brand + blog, if you don’t have a solid grasp on who you’re talking to?”-Reginablog

Micah is a dedicated individual, who works hard to maintain her extravagant lifestyle. Although she is business and money savvy, her taste in luxury goods and services never falls short. By day, after her routine morning workout, Micah gets a head start on her day filled with model bookings, casting meetings, and publicist briefings. By night, the city is the limit for Ms. Russo as she starts her night by grabbing drinks with friends and at the famous Tower Bar in Los Angeles. As she is waiting for her drink, Micah scans over her Instagram and Twitter accounts to catch up with the latest trending posts and topics. As she scrolls through her latest tweet, she notices one of her favorite blogs has just posted about the recent buzz of New York Fashion Week. Immediately clicking on the tweet, Micah gawks in silence over the recently photographed Kim Kardashian wearing a glamorous Balmain evening dress at a celebrity fashion week after party. Knowing that it would only be a matter of minutes before this look was available to the mainstream market, Micah begins the hunt for her latest piece to add to her collection.

Social Media Craze

The Balmain brand prides itself on their loyal consumers to be social media crazed. Micah accounts for having over 7 different social profiles, and engages on each and every one consistently. Her inspiration thrives over trendy Instagram photographs, and aspiring Pinterest profiles. On average she spends a significant amount of time researching and engaging with her favorite brands.

In case you have never come across Olivier Rousteing’s Instagram account, the young and vibrant designer accounts for over 3.9 million followers. A solid 96% or so of his photos include a Kardashian or a Jenner, which proves the point that Balmain is “Keeping Up with the Kardashians.”

Millennial Culture

If there is one thing that Oliver Rousteing understands, it is the thriving millennial youth culture. He seems to understand that right now, their allegiances are not necessarily with fashion. They are with the celebrity. Magazines and fashion houses firmly rely on celebrities to drive sales, and the consuming public has begun to care less about the fashion than the celebrities themselves. They do not seem to know the difference between clothing and fashion, or better yet, they do not seem to care. Their social media feeds dictate their opinions, and social media is where Rousteing does his best work.

This post was created as part of the Global Luxury Management Program at the NC State Poole School of Management. All thoughts and opinions are my own.