Brandy Melville. It’s a store that is many teenage girls’ dreams. It’s also the source of a lot of controversies. The international brand sells clothes that are categorized as “one size fits most.” Brandy Melville is a fashion brand that sells only one tiny size. The brand has a total of forty-five locations in the United States, Canada, and Europe. It is also carried in PacSun stores, which are more abundant. It sells laid back and Californian-vibe clothing. The problem is not with price, since the price point is similar to its competitors like Forever 21 and H&M, but rather the sizing.
Brandy Melville’s popularity has risen and continues to grow among teens, which is surprising considering it seriously cuts out a large portion of potential customers with their sizing. That “one size fits most” is a size small, a zero or a two, with the rare medium. There is a wide variety of tight clothing and baggier options, which the company says allows anyone to find something.
The clothing market for teenagers is huge and over-flooded. So why are teenage girls so obsessed with and drawn to Brandy Melville? Let’s look at it like the popular clique at school. It’s exclusive. It’s pretty. And you’d do anything to be in it. Brandy Melville can be described as private. Not everyone can shop there. This makes the desire to be able to shop there, combined with its already risen popularity, extremely prevalent. Not to mention the retailer’s wide assortment of crop tops, halters, cardigans, skirts, shorts and graphic tees. We can go even further and talk about the awesome accessories Brandy Melville offers, too. Brandy Melville sells backpacks, phone cases, keychains, beanies, choker necklaces, earrings, coin purses, bracelets, rings, and even hair ties. Brandy Melville is a one stop shop for all your teenage daughters’ accessories for going back to school. Moreover, Brandy is the perfect place to update your daughters’ wardrobe for the warmer summer weather.
And, of course, social media plays a huge part in Brandy Melville’s reputation. With over two million followers on Instagram, the brand uses this tool to sell a lifestyle. Beautiful girls, who are head-to-toe in the clothing and accessories, are coming across as effortless and living a fun life. This “Brandy girl” image plays a big part in the obsession.
What are your thoughts on Brandy Melville and their products?