EL MARKETING DE LUJO EN LA ERA DEL MARKETING DIGITAL Y LA IA. EL CASO DE BALENCIAGA

Abstract

Este trabajo se centra en el sector de la moda de lujo, tomando como referencia principal a Balenciaga, una marca que destaca por su uso de la inteligencia artificial y su apuesta por la innovación digital. El objetivo es analizar cómo el marketing internacional y la gestión de nuevos productos en el lujo se están transformando en entornos digitales. También se mencionan otras marcas del sector, como Gucci o Burberry, para comparar estrategias y obtener una visión más completa del impacto de la tecnología en este mercado.This paper analyses luxury marketing in the context of digital transformation and artificial intelligence, taking Balenciaga as its central case study. The first part provides a state of the art review of the luxury fashion industry, from its historical origins to the present day, with particular focus on the impact of digitalisation and generational change on consumption patterns. The second part applies these foundations to a strategic analysis of Balenciaga through the PESTEL model, Porter's five forces, the Business Model Canvas and an examination of the brand's digital innovation strategy. The findings confirm that the luxury sector maintains a solid long-term growth trajectory, that Balenciaga represents an expansive business opportunity underpinned by its unique identity and Kering's financial backing. Also, its business model, built on the duality between haute couture and streetwear and reinforced by a shockvertising strategy, presents areas for improvement in profitability, reputational risk management and artificial intelligence adoption.