ABDUL RAFEY

MOHAMMED
S2367121
 Identified Marketing Missteps:

Lack of Authenticity in Cultural Engagement:

1. Issue: Marketing strategy involved the use of a lot of borrowed pieces from the African culture such as motifs and
designs but without the right credits being given to the appropriate people. This has been seen as a form of cultural
erasure instead of celebration.
2. Impact: This approach did not only affect the credibility of Balmain’s collection but also raised many eyebrows from
the fashion fraternity and the public regarding the credibility of this brand.
Failure to Acknowledge Original Creators:
3. Issue: Lack of recognition of Tongoro and other brands for the originality of their designs, especially in a collection
that is obviously inspired by African culture, has been described as theft.
4. Impact: This has not only loss Balmain its image as a creative hub but has also raised ethical questions, thus deepening
the PR problem.
Ineffective Crisis Communication:
5. Issue: Balmain has not only failed to respond to the allegations in a timely manner, but in some cases has not
responded at all, thus letting the situation get out of hand.
6. Impact: Lack of proper and efficient crisis management plan has worsened the situation and increased the level of
attention from the public, which has impacted the credibility of the brand.
WHERE ARE WE
NOW?
 Misleading Steps in Marketing

1.Misrepresentation of Originality:
1. Issue: By presenting designs that closely resembled those of
smaller, independent brands as Balmain's own, the brand misled
its audience into believing in the originality of the collection. This
not only compromised the brand’s creative integrity but also
violated intellectual property norms.
2. Outcome: The failure to disclose these influences or provide credit
led to a public relations disaster, undermining consumer trust.
1.Cultural Appropriation vs. Cultural Appreciation:
1. Issue: The decision to draw heavily from African cultural elements
without properly understanding or respecting their origins led to
accusations of cultural appropriation. Balmain’s marketing
positioned these designs as innovative, yet they failed to
acknowledge the rich heritage and original creators behind these
elements.
2. Outcome: This misrepresentation misled consumers and the
industry, causing significant backlash and accusations of
exploitation.

1.Ineffective Communication Strategy:

1. Issue: Balmain’s slow and insufficient response to the plagiarism
accusations allowed the narrative to be controlled by external
voices, including those of critics and the original designers.
2. Outcome: The lack of a proactive communication strategy
deepened the crisis, making it harder for Balmain to regain control
over the situation and protect its brand image.
SITUATION
 Brand Identity

Heritage and Prestige:

•Background: Balmain was established in 1945
by Pierre Balmain and the brand quickly became
associated with glamour and sophistication, and a
clearly defined style which is best described as
glamorous and luxurious. It has dressed royalties,
celebrities and the fashion icons which underlines
the brand’s image of being a high end fashion
label. Recent Challenges:
•Core Values: Balmain has always been •Cultural Sensitivity Issues: The recent cases of
associated with this idea of opulent and daringplagiarism have revealed a major issue of the
styles that are far from conventional elegant company in the ability to create innovations while
clothes. staying ethical. It has also created questions on
cultural appropriateness and copyright, despite the
fact that the brand has tried to incorporate African
cultural aspects into its products.
•Public Perception: These challenges directly
undermine the brand image, thus creating a gap
between the progressive, diverse and inclusive
brand image, and the company’s perceived
 Brand Identity….

1. Brand Name:
•Balmain: A symbol of luxury, elegance, and innovation, deeply rooted in French haute couture
traditions.
2. Logo:
•Design: The Balmain logo is a sophisticated and minimalist emblem that reflects the brand's luxurious
and contemporary appeal.
3. Color:
•Palette: Predominantly black, white, and gold, which are colors associated with luxury, power, and
exclusivity.
4. Typography:
•Font Style: The typography used by Balmain is bold and modern, often featuring clean lines that
convey both sophistication and authority.
5. Imagery:
•Visual Representation: Balmain's imagery is often characterized by opulent and dramatic visuals that
highlight the brand's commitment to high fashion and its connection to celebrity culture.
6. Tone & Voice:
•Communication Style: The tone of Balmain is confident, assertive, and trend-setting, with a voice that
speaks to a global, fashion-forward audience.
7. Shape:
•Design Elements: Sleek, geometric shapes dominate Balmain's design aesthetics, symbolizing
modernity and cutting-edge fashion.
8. Slogan:
•Tagline: "Powerful Elegance" - Reflects the brand's dual commitment to bold, statement-making fashion
and timeless sophistication.
 Campaign Name: "Balmain Echo"

Step 1: Transparent Public Step 2: Collaborative Step 3: Launch the "Echo Voices"
Acknowledgment Collection - "Echo of Origins" Campaign
Action: Public statement from Action: Partner with affected Action: Global marketing campaign
leadership designers featuring diverse voices
Goal: Build trust, establish Goal: Showcase commitment to Goal: Align brand with cultural
transparency originality, celebrate creativity respect and originality

Step 6: Legacy Project Step 4: Internal

Step 5: Continuous
- "Echo Fund for Transformation - "Echo
Engagement and
Creative Voices" Ethics Initiative"
Transparency
Action: Establish Action: Implement
Action: Regular updates on
scholarship and grant cultural sensitivity
progress, behind-the-scenes
program for emerging training, ethical design
content
designers practices
Goal: Maintain ongoing
Goal: Create lasting Goal: Embed ethical
transparency, keep public
positive impact, reinforce practices, prevent future
engaged
brand values crises
Step 1: Transparent Public Acknowledgment
Step 2: Collaborative Collection - "Echo of Origins"
Step 3: Launch the "Echo Voices" Campaign
Step 4: Internal Transformation - "Echo Ethics Initiative"
Step 5: Continuous Engagement and Transparency
Step 6: Legacy Project - "Echo Fund for Creative Voices"

Timeline: Launch in Week 12, Ongoing

Platforms: Dedicated page on Balmain’s website,
Social media, Press release
•Action: Establish and promote the "Echo Fund" to
support emerging designers.
•Outreach: Partner with fashion schools and
cultural organizations.
•Fundraising: Launch charity auctions of "Echo of
Origins" collection pieces.
•Goal: Create a lasting impact and further
reinforce Balmain’s commitment to supporting
originality and diversity.
 Campaign Timeline Overview

Weeks 1-2:
•Public acknowledgment and apology
(Transparency)
•Begin designing the "Echo of Origins" collection
(Collaboration)
Weeks 3-4:
•Launch the "Echo of Origins" teasers
(Engagement)
•Roll out "Echo Voices" content campaign (Public
Engagement)
Weeks 5-8:
•Virtual fashion show for "Echo of Origins"
(Highlight Collaboration)
•Internal "Echo Ethics Initiative" rollout (Internal
Transformation)
Weeks 9-12:
•Continuous updates on campaign progress
 Summary

•Crisis Addressed: "Balmain Echo" strategically

confronts the plagiarism crisis with transparency
and accountability.
•Positive Brand Rebuilding: Steps taken to
rebuild trust, promote cultural respect, and support
originality.
•Long-Term Impact: Ensuring lasting change
through internal transformation, ongoing
engagement, and legacy initiatives.
Expected Outcomes:
•Restored Integrity: Balmain reclaims its position
as an ethical leader in luxury fashion.
•Enhanced Loyalty: Stronger consumer trust and
loyalty through clear, actionable steps.
•Positive Public Perception: Shifted public
opinion, aligning Balmain with values of respect,
creativity, and originality.
 Balmain Echo

Internal Transformation - "Echo Ethics

0
Transparent Public Acknowledgment
Initiative"

0 Action: Public statement from Balmain's

leadership acknowledging the crisis and taking
Action: Implement cultural sensitivity training and
establish ethical review practices.
Goal: Embed long-term ethical practices into

4
responsibility.
Balmain’s culture

1
Goal: Establish transparency and rebuild trust.

Collaborative Collection - "Echo of

0
Continuous Engagement and
Origins"
Action: Partner with affected designers (e.g.,
Tongoro) to create a limited-edition collection.
Goal: Highlight commitment to originality and
0 Transparency
Action: Regular updates on progress and
impact, shared through social media and

2
Balmain’s website.

5
celebrate creative voices Goal: Maintain public engagement and
demonstrate ongoing commitment.

Legacy Project - "Echo Fund for

Launch the "Echo Voices" Campaign
Action: Global marketing campaign featuring diverse
0 Creative Voices"
Action: Establish a scholarship and grant program
for emerging designers from underrepresented
communities.

0 6
influencers and cultural figures.
Goal: Create lasting positive impact, reinforce
Goal: Align Balmain with messages of cultural respect
brand values.
and authenticity.

3 BE CREATIVE, MAKE YOUR OWN LEGACY…

 References
•African Fashion International, 2024. This is Why Tongoro's Sarah Diouf Is Calling Out Balmain's Olivier Rousteing. [online] Available at: https://africanfashioninternational.com/blogs/news/this-is-why-tongoro-
sarah-diouf-is-calling-out-balmain-olivier-rousteing [Accessed 2 August 2024].
•FashionUnited, 2024. Balmain accused of plagiarism. [online] Available at: https://fashionunited.com/news/fashion/balmain-accused-of-plagiarism/2024012558043 [Accessed 2 August 2024].
•NSS Magazine, 2024. Plagiarism allegations tarnish Balmain's return to the catwalk. [online] Available at: https://www.nssmag.com/en/fashion/34217 [Accessed 2 August 2024].
•FashionUnited.fr, 2024. Olivier Rousteing (Balmain) a-t-il doublement plagié des marques pour sa collection hommes automne-hiver 2024?. [online] Available at:
https://fashionunited.fr/actualite/mode/olivier-rousteing-balmain-a-t-il-doublement-plagie-des-marques-pour-sa-collection-hommes-automne-hiver-2024/2024012434065 [Accessed 2 August 2024].
•Business of Fashion, 2023. The Rise and Fall of Balmain's Reputation: A Case Study on Ethical Fashion. [online] Available at: https://www.businessoffashion.com/articles/news-analysis/balmain-plagiarism-
scandal/ [Accessed 2 August 2024].
•WWD, 2024. Balmain Under Fire: How the Brand is Responding to Plagiarism Accusations. [online] Available at: https://www.wwd.com/fashion-news/designer-luxury/plagiarism-accusations-against-balmain/
[Accessed 2 August 2024].
•Vogue, 2024. The Echo of Ethics: Balmain’s Approach to Rebuilding Trust After Plagiarism Allegations. [online] Available at: https://www.vogue.com/fashion/balmain-ethics-rebuild [Accessed 2 August 2024].
•Harper's Bazaar, 2024. How Balmain is Turning a Crisis into an Opportunity for Change. [online] Available at: https://www.harpersbazaar.com/fashion/designers/a4523/balmain-plagiarism-crisis/ [Accessed 2
August 2024].
•Elle, 2024. From Scandal to Redemption: The Inside Story of Balmain's "Echo" Campaign. [online] Available at: https://www.elle.com/fashion/designers/a3456/balmain-echo-campaign/ [Accessed 2 August
2024].
•The Guardian, 2024. Cultural Appropriation or Celebration? The Fine Line Balmain Crossed. [online] Available at: https://www.theguardian.com/fashion/2024/jan/21/balmain-plagiarism-cultural-appropriation
[Accessed 2 August 2024].
•New York Times, 2024. Balmain’s Plagiarism Scandal: What It Means for the Future of Fashion. [online] Available at: https://www.nytimes.com/2024/01/23/fashion/balmain-plagiarism.html [Accessed 2 August
2024].
•Forbes, 2024. Balmain and the Business of Ethics: Can the Brand Recover?. [online] Available at: https://www.forbes.com/sites/fashion/2024/01/22/balmain-ethics-business/ [Accessed 2 August 2024].
•BBC News, 2024. Balmain Plagiarism Accusations: A Crisis in the Fashion World. [online] Available at: https://www.bbc.com/news/fashion-58960248 [Accessed 2 August 2024].
•CNN, 2024. Balmain and the Echo of Originality: A Response to Plagiarism Claims. [online] Available at: https://edition.cnn.com/style/balmain-originality-echo/ [Accessed 2 August 2024].
•Al Jazeera, 2024. Balmain Accusations Highlight Larger Issues in Fashion Industry. [online] Available at: https://www.aljazeera.com/fashion/2024/01/23/balmain-accusations-highlight/ [Accessed 2 August
2024].
•The Business of Fashion, 2024. How to Navigate a Fashion Crisis: Lessons from Balmain's Scandal. [online] Available at: https://www.businessoffashion.com/articles/fashion-crisis-management/ [Accessed 2
August 2024].
•The Fashion Law, 2024. Plagiarism in High Fashion: The Balmain Controversy. [online] Available at: https://www.thefashionlaw.com/balmain-plagiarism/ [Accessed 2 August 2024].
•Quartz, 2024. Fashion's Copycat Problem: Balmain and Beyond. [online] Available at: https://qz.com/2024/01/balmain-fashion-copycat-problem/ [Accessed 2 August 2024].
•Refinery29, 2024. Balmain's Redemption: How "Echo" is Redefining the Brand. [online] Available at: https://www.refinery29.com/en-us/2024/01/12365432/balmain-echo-campaign-redemption/ [Accessed 2
August 2024].
•The Cut, 2024. How Balmain is Responding to Plagiarism Allegations with a New Ethical Focus. [online] Available at: https://www.thecut.com/2024/01/balmain-response-ethics-plagiarism.html [Accessed 2
August 2024].