RESEARCH PROJECT

ON
Impact of Unethical Ad Campaign on Balenciaga’s Brand
Value and Consumer Perception

Submitted in partial fulfilment of the requirements for the

award of the degree of
BACHELOR OF COMMERCE (HONOURS) 2022-2025

UNDER THE GUIDANCE OF

DR. JASPREET KAUR
ASSOCIATE PROFESSOR, VIPS

Submitted By
TANVI WADHERA
Roll No. 07729888822
Batch No. (B.Com(H) 2nd Sem E Section)

Vivekananda School of Business Studies

Vivekananda Institute of Professional studies
Guru Gobind Singh Indraprastha University, Delhi
 STUDENT UNDERTAKING

This is to certify that I have completed the Project titled “Impact of unethical ad campaign on
Balenciaga’s brand value and consumer perception” under the guidance of “Dr. Jaspreet
Kaur” in partial fulfillment of the requirement for the award of degree of Bachelor of
Commerce with Honors (BCOM HONS) at Vivekananda Institute of Professional Studies,
Vivekananda School of Business Studies, New Delhi. This is an original piece of work and
has not been submitted elsewhere.

Tanvi Wadhera
Student Signature

I
 CERTIFICATE

This is to certify that the project titled “Impact of unethical ad campaign on Balenciaga’s
brand value and consumer perception” is an academic work done by Tanvi Wadhera
submitted in the partial fulfilment of the requirement for the award of the degree of Bachelor
of Commerce (BCom. Hons.) from Vivekananda Institute of Professional Studies,
Vivekananda School of Business Studies, New Delhi., under my guidance & direction. To the
best of my knowledge and belief the data & information presented by him/her in the project
has not been submitted earlier.

Dr. Jaspreet Kaur

Signature
 ACKNOWLEDGEMENT

I express my sincere gratitude and thanks to Dr. Jaspreet Kaur for giving me an opportunity
to enhance my skill in my project. I am thankful for her guidance, patience and consummate
support. I extend my heartiest thanks to her for enlightening my path. Without her sincere
advice, this project has been impossible. Moreover, I would also like to thank the various
people who were involved with this project and gave me invaluable guidance in this regard.
Without their help, this project would not have been as comprehensive and detailed as it is.
 CHAPTER 1

INTRODUCTION
This research project aims to study the backlash faced by Balenciaga, a renowned fashion
brand, in November 2022 due to their involvement in an unethical campaign that objectified
children The campaign in question involved a photo shoot featuring child models with teddy
bears, incorporating fetish themes, which garnered significant controversy. Many on the
internet called out the ''problematic'' campaign and slammed the brand while questioning the
appropriateness of the photos consequently resulting in a boycott culture on social media
and a decline in the brand's reputation and brand value.

RATIONALE BEHIND THE PROJECT

By conducting this research, my aim is to explore strategies, initiatives, and actions that
Balenciaga can undertake to rebuild trust, repair its brand image, and regain consumer
confidence.

The findings of this study will provide valuable insights and recommendations on how the
brand can effectively respond to the ethical concerns raised by the campaign and implement
measures to prevent similar incidents in the future.
Ultimately, the goal is to identify the steps that Balenciaga can take to establish positive
brand perception.

Also, these insights will aid in understanding the need for accountability, the importance of
ethical practices, and potential actions that the industry as a whole can take to address these
concerns.

OBJECTIVES OF THE STUDY

1. To find out measures by which Balenciaga can improve its brand image.
2. To analyse the potential implications of the unethical campaign on Balenciaga's
economic performance relating to factors such as brand loyalty and customer
retention.
3. To identify the influence of this campaign on the future sales and market outreach.
4. To conduct an ethical examination of Balenciaga's actions and the broader
implications for the fashion industry.
 5. To understand public opinion and analyse the overall consumer sentiment surrounding
unethical practices and associate with the brand’s ideals.

ABOUT THE COMPANY

Balenciaga is a renowned fashion brand that was founded by Spanish fashion designer
Cristóbal Balenciaga in 1919. The brand has become synonymous with luxury and avant-
garde fashion, known for its innovative designs, exceptional craftsmanship, and modern
aesthetic. Balenciaga has made significant contributions to the fashion industry,
revolutionizing women's fashion with its unique silhouettes and cutting-edge techniques.
Throughout its history, Balenciaga has been recognized for its visionary approach to design,
characterized by architectural shapes, voluminous proportions, and meticulous attention to
detail. The brand has constantly pushed boundaries and challenged traditional norms, earning
a reputation for its experimental and unconventional creations. Balenciaga's designs often
feature bold and exaggerated elements, making a strong statement on the runway and in the
fashion world.

Under the creative direction of various influential designers over the years, Balenciaga has
continued to evolve while staying true to its core principles of innovation and high-quality
craftsmanship. Notably, Demna Gvasalia, the creative director since 2015, has brought a
fresh perspective to the brand, infusing streetwear influences and contemporary aesthetics
into Balenciaga's collections. Gvasalia's designs have garnered attention for their edginess,
urban appeal, and the ability to challenge the status quo of luxury fashion.

Balenciaga is celebrated for its wide range of products, including ready-to-wear clothing,
accessories, footwear, and fragrances. The brand offers a diverse selection of clothing items,
from statement pieces such as oversized coats and sculptural dresses to everyday essentials
like T-shirts and denim. Balenciaga's accessories line features iconic designs like the "City"
and "Triple S" bags, as well as a variety of eyewear, scarves, and jewellery. The brand's
footwear collection includes sneakers, boots, and sandals, often characterized by distinctive
and eye-catching designs.

Balenciaga's customer base comprises fashion-conscious individuals who appreciate unique

designs, particularly popular among younger consumers and celebrities.

In recent years, Balenciaga has embraced digital and social media platforms, utilizing them as
powerful marketing tools to engage with its audience and showcase its collections. The brand
has collaborated with popular artists, musicians, and influencers, creating buzz and increasing
its reach among younger demographics. Balenciaga's strong online presence and engaging
campaigns have solidified its status as a relevant and influential player in the fashion
industry.

Balenciaga has flagship stores located in major fashion capitals worldwide, including Paris,
New York, London, Tokyo, and Shanghai. Its retail spaces often reflect the brand's modern
and minimalist aesthetic, providing a luxurious and immersive shopping experience for
customers.
Balenciaga's brand identity is defined by innovative designs, attention to detail, discreet logo
placement, creative marketing campaigns, and a strong social media presence, establishing it
as a leading luxury fashion brand.

Overall, Balenciaga has established itself as a visionary and influential fashion brand,
consistently pushing creative boundaries and redefining contemporary style.

RESEARCH DESIGN
Descriptive Research Design

Descriptive Research Design aims to accurately and systematically describe a population,

situation or a phenomenon. This design does not involve manipulating variables or
establishing causal relationships but rather focuses on gathering data to describe and
summarize a particular topic. Descriptive research often employs quantitative methods, such
as surveys or statistical analysis, to collect and analyze data. Since the research is on
understanding the consumer sentiment on how the brand Balenciaga’s unethical campaign,
this research design method helps in describing and researching the situation and providing a
detail account based on surveys done and data collected from the current customers of the
brand.
 QUESTIONNAIRE
Name: ______________

Email Address: ________________

Gender

a) Male
b) Female
c) Prefer not to say

Age

a) Below 18
b) 18-25
c) 25-40
d) Above 40

Question 1: When did you first start purchasing products from Balenciaga? 
a) Less than a year ago
b) 1-3 years ago
c) 3-5 years ago
d) More than 5 years ago

Question 2: What initially attracted you to start purchasing Balenciaga products? 

a) Positive reviews
b) Influencer endorsements
c) Unique and innovative designs
d) Brand reputation and heritage
e) Social Media presence
f) Other: ________________
Question 3: Which category of Balenciaga products do you primarily purchase?

a) Clothing (e.g., dresses, tops, trousers)

b) Footwear (e.g., sneakers, boots, sandals)
c) Accessories (e.g., handbags, wallets, belts)
d) Fragrances

Question 4: Have you heard about the backlash faced by Balenciaga regarding the
objectification of children in their fashion campaigns?
a) Yes
b) No

Question 5: How did you first become aware of this issue? (Select all that apply)

a) News articles or online publications

b) Social media platforms (e.g., Twitter, Instagram)
c) Word of mouth (friends, family, colleagues)
d) Other: ___________________

Question 6: What were your initial thoughts or reactions upon learning about Balenciaga's
objectification of children?

a) Shocked
b) Outraged
c) Indifferent
d) Concerned

Question 7: Did this campaign by Balenciaga affect your perception of the brand? 

a) Yes, it significantly impacted my perception

b) Yes, it slightly impacted my perception
c) No, it did not affect my perception
d) Not applicable (I was not aware of the campaign)

Question 8: Does this campaign now influence your purchasing behaviour towards the
brand? 

a) Yes, I stopped purchasing Balenciaga products

b) Yes, I reduced my purchases of Balenciaga products
c) No, it did not affect my purchasing behaviour
Question 9: Have you participated in any form of boycott or expressed your dissatisfaction
with Balenciaga on social media platforms as a result of the scandal?

a) Yes, I have participated in a boycott and expressed my dissatisfaction

b) No, I have not participated in a boycott or expressed my dissatisfaction.
c) Not applicable, as I was not aware of the scandal.

Question 10: How effectively do you think Balenciaga handled the aftermath of the scandal
and addressed the concerns raised by customers and the public?

a) Very effectively, they took appropriate actions and communicated well.

b) Somewhat effectively, but there is room for improvement.
c) Not effectively, their response was inadequate or insufficient.
d) I am not aware of the actions taken by Balenciaga

Question 11: Considering the unethical campaign, would you recommend Balenciaga to

others? 

a) Yes, I would still recommend Balenciaga

b) No, I would not recommend Balenciaga
c) It depends on their response and actions taken

Question 12: How likely are you to forgive Balenciaga and continue supporting the brand as
they have provided an apology to address this issue of child objectification in their
campaign? 

a) Very likely, I believe in giving second chances

b) Somewhat likely, depending on the effectiveness of their actions
c) Unlikely, the damage to the brand's image is irreversible

Question 13: How important it is for you a brand's ethical reputation when making
purchasing decisions? 

a) Extremely important, it influences my purchasing decisions.

b) Somewhat important, but not the sole factor in my purchasing decisions.
c) Not very important, I focus more on the products themselves.
d) Not at all important

Question 14: According to you, what steps can Balenciaga  take to improve its brand image
after the unethical campaign?
a) Implement stricter ethical guidelines and practices for campaigns
b) Through public statements and press releases
c) Transparently sharing their progress on their CSR initiatives and progress on their website
and social media platforms
d) Collaborating with credible third-party organizations that work towards child protection
and empowerment
e) Increased transparency and accountability in their marketing practices
f) Other: ____________________

Question 15: Do you think the fashion industry has a responsibility to address and combat the
sexual objectification of children?

a) Yes, it is crucial for the industry to take a stand against this issue
b) It would be nice if they did, but it's not a significant concern for me
c) No, it is not the industry's responsibility

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