What is Brandy Melville?
What is Brandy Melville?
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Brandy Melville is an Italian fashion brand founded by Silvio Marsan and his son Stephan Marsan. The brand is known for its trendy clothing, marketed to tweens and teenagers of the current time period. What Brandy Melville is most known for is its “one size fits all” notion. All of the clothing that they sell is one size which is meant to fit everybody. This brand markets to women and girls, they do not sell any men’s clothing. Their clothing is notoriously hyper feminine, usually including cropped shirts, and simple dainty designs including bows, hearts, expressions, and lace. It creates this beachy, California style.
When?
When?
The first Brandy Melville that was opened in the United States was in 2009 in California, right by the University of California, Los Angeles (UCLA). But the brand existed long before then. It was founded in Italy in the 1980s, but the popularity did not begin to skyrocket until the first Brandy store in America opened.
Why?
Why?
Brandy seemed to have been popular by word of mouth among young girls, and how they branded themselves in such authentic ways, having teenagers be their photographers and models. They used social media as their advertising, using online personalities and celebrities popular with young girls to reach the masses.
How is Brandy Melville a Brand Based on Exclusivity?
How is Brandy Melville a Brand Based on Exclusivity?
Brandy Melville heavily caters to one specific audience, white skinny girls. The nature of their social media, websites, and even their stores, shows us all who the leaders of this brand (Stepan Marsan) believe should be shopping at their stores. To speak about Brandy Melville is to speak about the constant exclusivity of people of color, specifically women of color, anybody who dares to be larger than an adult small in size, and anybody who may want to push the boundary of gender stereotypes.
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