80- Balmain: reinventing a brand’s codes

For our 80th episode, I’m delighted to welcome back Andy Thê-Anh, an immensely talented stylist and fashion designer whom I interviewed in episode 70, when we were analyzing Lululemon’s successes. Hello, Andy! Thank you for accepting my invitation to discuss the Balmain brand. The 2021 Netflix documentary, which we both watched, is very revealing and introduces us to the young prodigy and creative director of Balmain, Olivier Rousteing, as he brings his daring creations to life and goes in search of his origins. It is said that, since he took over the management of the Balmain house in 2011, sales have increased six-fold, and sales of the men’s collection have increased by 40%. - According to your own analysis, how did this young director pull off such a feat? - He seems to have forged friendships with big international stars such as Kim Kardashian, Jennifer Lopez, Rihanna, Justin Bieber, and many others. Thanks to these personalities, Balmain became the first brand to exceed one million fans on Instagram. They now have more than 11 million. - In your opinion, how do you bring new codes to such a traditional brand? - Do you think that the consumer interest in Balmain may be fading after nine years? - In this documentary, we follow Olivier in his quest to find his biological parents. He seems to want to know where he comes from to move forward in his life and with his creations. As someone of Vietnamese origin who has lived in America for quite some time, what do you think of his quest? - Do you think it is an advantage to be aware of your roots when being creative? BALMAIN: WONDER BOY https://www.netflix.com/ca/title/81325861 Find Andy Thê-Anh on: LINKEDIN INSTAGRAM Subscribe to our lists: www.natapr.com. I hope you enjoyed this episode, and that this PR/marketing moment stimulates your creativity. Join our mailing lists for useful updates: www.natapr.com. To learn more, visit: NATA PR Instagram NATA PR SCHOOL Instagram NATA PR FACEBOOK NATA PR LINKEDIN