Luxury fashion brands

Balenciaga brand profile in the U.S.

Balenciaga is recognized by over 60 percent of luxury fashion owners in the United States, and scores all of its highest brand KPI scores among Gen Z. Overall, 14 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 over 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 25 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, be it brand awareness, popularity, ownership, brand loyalty or media buzz. Following Genz Z in all brand KPIs for Balenciaga are Millennials, the second youngest generation in the survey.

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, and learning new things. Both groups have an almost equally high appreciation for a happy relationship, and safety and security. Social justice seems to be a bit more important to Balenciaga owners, while non-owners value traditions more.

Published December 14, 2023

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