Inside Balmain's Digital Revolution

March 20, 2015

Balmain is a brand on the rise. Since Olivier Rousteing was appointed creative director in 2011, the young designer has overseen a digital revolution at the historic French house.  

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However, it is the even wider reach of Rousteing’s ‘Balmain army’ — Kanye West, Kim Kardashian-West, Rihanna, Rosie Huntington-Whitely and a score of other instantly recognisable, Insta-famous figures — that has enabled Balmain to raise its global brand awareness, reaching a new, young audience, quite different to the house’s ‘Jolie Madame’ roots.
Together, they reach more than 47 million followers, dwarfing the official Instagram sites of brands like Chanel and Givenchy which have 3.3 million and 1.8 million followers, respectively. Balmain currently has 1.2 million followers on its official Instagram.
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Instagram  ... It is stronger than magazines, you are not buying your audience, you don’t have to be a big advertiser”.
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The Balmain business is, still, relatively small, with revenue of over €30 million in 2012, growing about 20 percent per year. 
http://www.businessoffashion.com/articles/video/bof-exclusive-balmains-social-media-driven-retail-rollout