Exclusive and Aspirational: Teen Retailer Brandy Melville Uses the Country Club Approach to Brand Promotion

Special Section: BREAKING THE RULES

Abstract

Italian clothing store Brandy Melville entered the American market in 2009, poised to compete against established American brands including Abercrombie and Fitch, Hollister, American Eagle, and Forever 21. With only a fraction of the retail outlets as the leading teen brands, the company needed to raise awareness among American teens, differentiate from its competition, and drive traffic to its website. Brandy Melville’s unique product line (one-size-fits-most clothing) along with its nontraditional marketing strategy (based solely on social media) have contributed to its rapid increase in popularity among teens.