| Category | |
|---|---|
| Awareness | 60.0% |
| Popularity | 22.0% |
| Ownership | 13.0% |
| Loyalty | 9.0% |
| Buzz | 22.0% |
Luxury fashion brands
Balenciaga brand profile in the U.S.
Balenciaga is recognized by 60 percent of luxury fashion owners in the United States, and scores all of its highest brand KPI scores among Gen Z and Millennials. Overall, 13 percent of U.S. luxury fashion owners own a piece by Balenciaga, and being successful is significantly more important to customers of the Paris-based brand than to non-customers.
Brand KPI profile
A luxury brand playing catch-up
In the U.S. high-end fashion market, Balenciaga is a known entity with 60 percent of luxury fashion owners aware of the brand. However, it trails in popularity. In terms of actual ownership, Balenciaga comes in at less than 15 percent of luxury fashion owners. Finally, with a media buzz rating around 22 percent of respondents who had noticed the brand in advertising or social media in the past 3 months before our exclusive survey, it's clear that Balenciaga is generating at least some chatter among the luxury fashion audience.
Generations
Elegance is Gen Z
Balenciaga's brand Key Performance Indicators (KPIs) show a clear generational divide. In all measured dimensions, the brand scores best among Generation Z or Millennials, be it brand awareness, popularity, ownership, brand loyalty or media buzz. The youngest generations in the survey score overall far ahead of Gen X and Baby Boomers.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 60.0% | 73.0% | 64.0% | 46.0% | 34.0% |
| Popularity | 22.0% | 29.0% | 25.0% | 14.0% | 2.0% |
| Ownership | 13.0% | 15.0% | 17.0% | 7.0% | 2.0% |
| Loyalty | 9.0% | 13.0% | 12.0% | 4.0% | 0.0% |
| Buzz | 22.0% | 31.0% | 22.0% | 17.0% | 8.0% |
Life values
Success is most important for Balenciaga owners
Balenciaga fashion owners in the U.S. place a higher emphasis on success and career advancement than non-customers of the brand. However, non-owners seem to place greater importance on having an honest and respectable life as well as safety and security. Both groups have an almost equally high appreciation for having a good time, and learning new things. Social justice seems to be a bit more important to Balenciaga owners, while non-owners appreciate making their own decisions more.
Published September 20, 2024
| Category | Total | Balenciaga owner | Non-owner |
|---|---|---|---|
| A happy relationship | 51.0% | 48.0% | 52.0% |
| An honest and respectable life | 48.0% | 29.0% | 50.0% |
| Safety and security | 38.0% | 32.0% | 39.0% |
| To be successful | 37.0% | 61.0% | 35.0% |
| Having a good time | 31.0% | 32.0% | 31.0% |
| Making my own decisions | 29.0% | 24.0% | 30.0% |
| Learning new things | 27.0% | 26.0% | 27.0% |
| Advancing my career | 14.0% | 20.0% | 13.0% |
| Traditions | 13.0% | 14.0% | 13.0% |
| Social justice | 10.0% | 15.0% | 10.0% |
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