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Paris Fashion Week Marketing Strategies

Author: Melike Güray

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Date of Publication: 25/10/2022

Luxury brands promoting on fashion shows/weeks is an important Marketing strategy.

Fashion has always been an industry that is at the forefront. Fashion shows and fashion weeks of luxury brands promoting their new seasons are of great importance. Actually, in this way they boost the image of the brand when they manage them well. For this reason, I would like to take a closer look at some luxury brands at Paris Fashion Week 2023 which ended on October 4th.


Dior has always been a well-known and high quality brand. Since Maria Grazia Chiuri took over as creative director of Dior in 2016, the Parisian house has become one of the most successful of the LVMH group: Business of Moda. For the Spring/Summer 2023 women's fashion show, Dior continued the theme of its winning recipe: the discovery of feminine power. As a person who is interested in fashion and also marketing, I think Dior is a great example of a successful fashion brand. Apart from the feminist message, the show emphasized the technical knowledge of the house. Demonstrating the technicalities of Dior's workshops it found a way to transform the structure of black lacework and 16th century dresses. Last, Grazia Chiuri's pragmatic pieces and a few bras, a new sexy on-trend item are added to these achievements.

Dior's collection for 2023: combining old and new fashion.

It was actually a combination of old fashioned and new fashion while emphasizing the beauty of femininity. Using the theme of feminism and doing it right is very important for the image of the brand. Lastly Dior didn’t forget to use trendy digital tools and it also published the show on the Meta Ziwu metaverse platform. Therefore, the brand successfully reached its customers from all over the world, Asian and American ones also.

You can also watch Dior’s runway from this link:


Balmain's spring/summer 2023 fashion show was the latest in a series of shows. The show followed an entertainment marketing strategy and it aimed at uniting its community around a festive brand image. At the end of the show, Balmain’s influential artistic director, Olivier Rousteing, surprised everyone by closing the event with famous singer Cher. Also it’s announced that she will represent Balmain for the launch of a new kind of leather bag collection. Thanks to that new and popular marketing strategy Balmain achieved a really good success. It’s clearly seen that if the brand is loyal to its style and image then it follows the right trends and uses the right strategies. If it’s necessary to compare Dior and Balmain, I think these 2 brands are loyal to their own style. Thus, although they have very different collections, they both manage the image of their brands correctly. With this runway, Balmain relies on the global clout of its also the company recently announced its entry into the beauty and fine jewelry segment.

You can also watch Balmain’s runway from this link:

The Coperni brand made a sound this year.


The Coperni brand made a sound this year. By making a live spray dress on the star model “Bella Hadid”, the French brand achieved one of the most impressive Media Impact Value (MIV) of Fashion Month. A video of the performance, which took place at the Musée National des Arts et Métiers in Paris, quickly went viral, and the name of the brand was heard to the whole world. The thought process behind the finale was to showcase a “futuristic fusion of science and fashion,”. In the show, Coperni takes note by creating “an tempting experience to immortalize it, glorifying the female body in its purest and most innovative way.”It was a really impressive and logical marketing strategy. They did something good for nature, also very aesthetic and noticeable. Maybe there were bigger brands than Coperni but they actually succeeded. Other than this innovative closing up, the new collection was also very modern and appealed to young people or young souls more. Moreover, Coperni designed a bag from glass and it was also a good idea to take attention and increase the quality of the brand’s innovative image.

You can watch the closing part from this link:


Reference List:

  • Garel, J. (2022, October 10). Paris fashion week: What strategies did the big brands have? FashionUnited. Retrieved October 12, 2022, from

  • Willson, W. B. T., & Writer, T. W. S. (2022, September 29). Cher closing Balmain in Paris is iconic. Highsnobiety. Retrieved October 12, 2022, from

  • 'The swipe bag' by Coperni gets a glass makeover by Heven. STIRpad. (n.d.). Retrieved October 12, 2022, from

  • Wightman-Stone, D. (2022, October 4). Innovation or gimmick: Coperni showcases spray-on fabric live at PFW. FashionUnited. Retrieved October 12, 2022, from

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