The Analysis of Marketing Strategy about Luxury Brand under the Influence of New Media-- Balenciaga as the Research Subject

The rapid development of new media and digital technologies has become an indispensable part of consumers daily lives. In the era of social media, increasing numbers of luxury brands enhance their visibility and brand awareness by expanding online exposure and generating public discussion. This study uses Balenciaga as a case study to explore how the marketing strategies of luxury fashion brands are updated and transformed by the influence of new media. Focusing on the STP and 4P analytical frameworks, the research adopts both literature review, case study methods and chart analysis to conduct an in-depth investigation. The findings indicate that while new media marketing can positively enhance brand value, it may also yield negative effects. Thus, how to maintain prestige and exclusivity while capturing public attention emerges as a critical challenge for luxury brands in the age of social media. Based on these results, further strategic recommendations are proposed for the future development of luxury brand marketing.