See How Italy'S Hottest Women'S Clothing Brand Rises Rapidly

Brandy Melville is the hottest and most popular brand among young girls in Italy. The main selling channels are e-commerce and social media.

In Italy, there are only 18 stores under its line.

The product line of Brandy Melville is very extensive, the product design is simple, the personality exaggeration, the product includes the navel jacket, the waist waist trousers, the loose sweater and so on.

The consumers of this brand are basically slim, long hair, white skin girls.

Five years ago, the company had not yet entered the US market. In a previous brand survey, the brand didn't even enter the top ten brands that consumers like to wear most.

But with the help of social media, Brandy Melville is suddenly hot. According to the latest survey of Piper Jaffray's expenditure on teenagers, Brandy Melville has become the favorite brand for young girls.

How did this brand become popular? Is there a risk of losing a brand that is rising quickly?

Social media docking young people

There is no doubt that the brand can play a huge marketing potential position, because social media hot brands are also increasing.

The rapid growth of Brandy Melville has benefited from photo sharing social media Instagram. Now its corporate account has two million fans, most of whom are thin, long, white skinned beautiful girls.

They share pictures of Brandy Melville clothing in their accounts, some of which are professional models hired by Brandy Melville, while others are loyal consumers of this brand.

There are many fans who are famous in the Internet because they share Brandy Melville clothes.

For example, Kjerstin, a 16 year old young girl, has only 3000 fans on Instagram before working for Brandy Melville, and now there are 24000. More and more young girls sometimes go into her shop and ask for a picture with her.

Another employee, Alex Centomo, has spent 201000 of Instagram fans since she worked for Brandy Melville.

Brandy Melville has done a lot of work in social media.

The brand has a research team of 20 people, all of whom are young girls.

The team is responsible for picking up the latest styles. When they think of something very Cool that they like, they put these elements on T-shirts and design them into products.

Finally, the product will be sent to some professional models and young girls by the Brandy Melville marketing team, selecting special photographers to take photos for them, and will carefully screen which photos can be put on social media.

The opposite and the positive side of the strategy of average price

Apart from working hard in social media, another important concern of Brandy Melville is its

Product strategy.

Although this strategy has caused great controversy, Brandy Melville still insists on the strategy of uniform code, because it is not only its product strategy but also its marketing strategy.

So in the prominent place of Brandy Melville store, we can see: "the same code is suitable for everyone!"

The objection to the strategy is more about brand discrimination.

The blogger Laura Zaneuth believes that she can not support the strategy of Brandy Melville brand identity, because this is a discrimination against most women. The company is telling women that they can't wear our brand clothes without a good figure.

She can't stand a brand that puts too much emphasis on women's body, because for many women, it's a matter of self esteem.

Student Rini Sampath wrote in the column of University of Southern California campus newspaper: according to the survey report of Los Angeles Times, the average size of American women is 14, so even the hangers of Brandy Melville, the bare jacket and miniskirt can not meet the needs of the majority of the American population.

Most of the opponents are from the female body perspective, but from the manufacturer's point of view, the average code strategy is another idea.

Brandy Melville insists that only do the same code, not discriminate against the body of the girl who can not wear the brand, but because of the cost consideration, since the brand is positioned as a young girl, the price can not be high. If additional sizes are added, the cost is increased from the manufacturing point of view, while most young girls should wear the same size. There is no need to raise the overall cost for the girls of one or two special bodies, which is not conducive to the overall brand positioning.

Retail language: brand life expectancy?

The main reason for the Brandy Melville fire is not only its unique design style, nor its good product quality, but rather the young girl group who belongs to its own brand in social media.

It only creates a little topic and creates a bit of atmosphere. Everyone starts to like it, wear it, spontaneously spread it in social media, buy it on the Internet, and then start a game of brand.

The youth brand Abercrombie &Fitch (A&F), which was once popular in the US in 80s and 90s, has attracted the teenagers' love and enthusiasm for this brand through the half smiles of the half naked men and women. But it has caused the parents' troubles.

With the maturity of consumers, A&F has begun to go downhill.

Brandy Melville Market

More or less reference to A&F's plan in the 80 and 90s, which is very hot in the US.

Can such brands really last long?

A brand that suddenly rises up like a rich overnight person can always arouse the envy of others and cause jealousy.

Brandy Melville, through the establishment of its own circle of people in social media, with the model's better personal image, circulated through the social media platform, in order to achieve the purpose of leading the consumers, more and more attractive young girls are attracted to come in. Through spontaneous initiative dissemination, this brand awareness is further improved. The young girl group is the product research team. These are the efforts of Brandy Melville in gaining the hearts of their own consumer groups.

Therefore, it must have its reason to fire. "Overnight prosperity" is always seen by others.

The uniform code strategy is the choice made by Brandy Melville in order to save costs. Only with the late controversy, the marketing team has grasped the topic of the topic.

It is true that a brand that is hyped up by fire is easy to be envied, but it is also true that a brand that dies by speculation will die quickly.

Brandy Melville has learned the marketing strategy of A&F and has achieved success. If we can pay more attention to product quality and product design in the future, this brand may avoid the tragic fate of hyping fast.