Creating
Future

Future
Singularities

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Jul 08, 2019
Challenge

Due to changes in consumption habits, international market competition and the evolution of the new generation of consumers, Balabala faced fierce new challenges.

Balabala wished to create a lifestyle brand to increase its brand status and cross-category product strength in order to enhance consumer loyalty and meet a company objective to double revenue within 5 years.

Agency solution

Peclers Paris has now accompanied Balabala as a strategic partner for 15 years. Balabala develops their collections with Peclers’ seasonal trend forecasting guidance and receives strategic consluting, including brand & style positioning and creative conception for their runway show.

Yearly macro-trend forecasting to identify new behaviors and emerging signs which help Balabala anticipate the future currents affecting the market

Twice-yearly accompaniment, to develop the seasonal collections for the Toddler and Kids lines — Peclers style directors travel to Balabala headquarters each month, for interactive workshops with the design teams, and closely follow the design and product development

Updates to Balabala’s brand & style positioning, with strategic directions and brand activations in terms of brand concept, retailing and communications as well as style and product guidelines to appeal to its ever-changing target consumer

Co-creation of the Balabala runway show, from the catwalk concept to the design of exclusive pieces and prints in order to bring awareness and notoriety to the brand and ultimately support the new style positioning

Results

Balabala has reinforced their leadership position on the Chinese market. Controlling nearly a 5% share of the childrens’ market, Balabala is N°1 in childrenswear in China.

Who is Balabala?

Launched in 2001, Balabala is the leading Chinese childrenswear retailer brand, targeting boys & girls from 0-14 years old. In China, Balabala is represented in over 800 cities and owns over 4000 stores. Additionally, the company has 14 international boutiques.