Balenciaga has a new boss: Gianfranco Gianangeli, former CEO of Martin Margiela and Chief Commercial Officer of Saint Laurent. He’s got a tough task to restore the brand to its past commercial success two years after the profit destructive scandal over its use in ads of teddy bears in bondage gear which unleashed a firestorm of bad publicity. A new pitch based on solidly commercial bags, and campaign images is a reliable way forward. Still, that risks undermining its brand identity.
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