In a similar way to Primark, the stores place little to no emphasis on advertising and rely merely on social media and word-of-mouth. By 2015, the brand grew to 95 stores worldwide. Brandy Melville Instagram account has 3.9 million followers.īrandy Melville’s first retail store opened in 2009, bordering UCLA in the Westwood neighborhood of Los Angeles. However, they depend heavily on social media for their advertising. The company does not employ traditional advertising techniques. It is interesting to note that Brandy Melville’s product research team consists of teenage employees starting at age 15 in an attempt to keep the company’s styles relevant and contemporary. Brandy Melville’s one-size-fits-small aspect backfired on itself and has brought criticism and controversy upon the company, with some customers unable to fit into the brand’s clothing items, considering their size to be too big or small. The brand’s apparel offers clothing in only one size except for some styles of jeans. The company sells its products in physical stores in places such as Europe, the United States, Asia, Canada, the United Kingdom, and on their website.īrandy Melville has been defined as trend-setting, relevant, cool, and bold fashion. To keep a European aesthetic within American stores, the brand marks the prices of clothing items with a fake “euro”. Though the brand originated in Europe, Brandy Melville adjusts their pricing, clothing styles, and accessories for their American customers by taking their “store style” photos of the clothing that the customers wear shopping in-store. The fictional tale of two people – Brandy, an American girl, and Melville, an English guy who met in Rome and fell in love inspired the brand’s name and logo. Silvio Marsan and his son, Stephan Marsan established the brand in 1970 in Italy. Brandy Melville is an Italian clothing and fashion accessories brand, marketing its products to teenage girls and young women.
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