Blooming Brandy Babes

&&
Body Positivity
Nataj Walker
Professor Angerhofer
Fashion 002
Who Is Brandy Melville?
Brandy is a private, family owned and curated, company
formed in Italy.
Silvio Marsan, the founder of Brandy & Melville, started
his career 30 years ago when he was producing
merchandise for numerous famous Italian brands.
Stephan Marsan, Silvios son, opened the rst Brandy &
Melville store 20 years ago.
Brandy & Melville was the original title only distributed
through Italy, until 2009 where the rst U.S. store was
marketed in California
The company does not represent itself as a franchise, but
there are over 40 stores in Italy and 18 branches in the
US (CA/NY/CT/MA) as well, they sell to other similar
buyers around the world including competitor SoCal
afliates, PacSun.
Psychographics
The Brandy Melville brand was created to t the
characteristics of young, beachy, comfortbale, and chic
on the list of their criteria for the typical Brandy Girl
Brandy reaches only a few select sizes of girls with
labels stating one size ts most on banners, despite
clothing labels that say one size ts all.
The banners began to change ever since a 2013 uprising
of bloggers/vloggers expressing their exclusion from
Brandys beach body styles despite their prophetic
messages of the use of all vs. most
The garments are almost all completely owing and loose
tting which allows for their charming disclaimers, but
this statement of one size ts most makes the
demographic seem to really be designated for the young,
chic, mid size to thin girl.
Demographics
The prices of Brandy Melville clothing are quite fair for the
raved about Italian quality ranging from $12 - $70 typically,
at most. The main consumers as they state as well, are young
either at heart or in the real. Their main demographic is suited
between ages (estimated) 15-25. As well, they slogan their
brand as a store to watch for a [Budget Stylista] which gives
the idea that the brand is better suited for a more affordable
girl. The family type that seems most accredited to this brand
is one of a upper middle class upper class. These observations
are made through the idea of the celebrity class indulging in
their brand, as well as high school to college suburban girls/
women who dawn the same attire.
Brandy is often compared to other brands like Urban Outtters,
Abercrombie, and Free People. The range of their
demographics of consumer being about the same if not exact to
Brandy Melville.

Brandy New Beginnings!
Plan of Action
In effort of rebuilding consumer trust and spreading Brandys name further it is
time to take the customers into accordance by spreading body positivity to all!

How? :
Brandy will begin by joining the non prot organization, The Kind Campaign
(created by the wife of Breaking Bads, Aaron Paul) which advocates kindness
and stopping bullying and abuse. Mixers for crafting and speaking on bullying/
body positivity will be held on select dates in stores.
With each purchase along with their fun logo stickers of aliens and other hip
staples there will be shirts offered with the logo You Can Sit With Us to
incorporate the campaign further.
-Each shirt will have a #hashtag on the tag with a different compliment using
the hashtag with a snap shot wearing the shirt either on twitter or instagram will
automatically put each customer in the running for a new $250 BM wardrobe
The signs in the store which read one size ts most will instead read, Your
size is not your worth
Brandy will also incorporate sizes ranging from their smallest to a reasonable
size large within the age ranges they reect for a prospective healthy 15-20
something year old. The prices will go up to $15-80 for the prices of the
campaign shirts/more material for the new sizes but all prices will be equal to
fulll the campaigns equality goals.
#Promotional Calendar
Week 1 Brandy
Positive Promotion:
Starts (5/8/15)
Week 2 Brandy
Positive Promotion:
Starts (7/2/15)
Week 1 Brandy
Positive Promotion:
Ends (6/8/15)
(Best Friend Day)

Week 2 Brandy
Positive Promotion:
Ends 8/2/15
(Friendship Day)

Size & Shape
Dress size 1-16
Shirt size xs -xl
Pants/Short 1 - 16
New sizes in dresses will need to have more length for bigger
apparel to allow better shape as well as width in shirts for
larger busts.
All items will be sold collectively there will be no changing of
arrangements branding unity will mean there is no
differences beyond size which should separate buyers. As well,
Brandy has a theme of chaotic hipster organization - which it is
known for.
Trends
Color trends and designs will remain
the same as year round - neutrals,
blacks, tinges of pink, white, and deep
blues with the private label remaining
its quality of basics and classic owing
cotton based silhouettes.
Floor Plan Layout
Fitting room
Register
< New Arrivals/signs >
"" Wall xtures/Clothes >>
Entrance:
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Outcome
Competitors such as Abercrombie/Hollister will fall
further behind within their target market due to
BMs progressive move forward of sizing up all in
one store, as opposed to the competitions separate
stores.
BM will be able to compete at a higher advantage
with its matched competitor PacSun, as well as
Urban Outtters, due to the similar sizing and
trendy styles
BM will introduce an entirely new kind of costumer
in a size t for full gured or petite girls - allowing
for higher revenue and more free publicity
Pairing up with a non-prot organization will boost
credibility, while trending hashtags will produce
more publicity
citations
Buckingham, Jane. "New Girl In Town."
TheHufngtonpost.com. Arianna
Hufngton, 9 May 2013. Web. 6 July 2014.
<
http://www.hufngtonpost.com/jane-
buckingham/new-girl-in-
town_b_3868494.html>.
http://brandymelville.ca/about/. Web. 6
July 2014. <
Polyvore: Brandy Melville: July 14, 2014