Brandy Melville’s Global Marketing Strategies in China

DOI

10.2991/aebmr.k.210712.042How to use a DOI?

Keywords

Brandy Melville, body shaming, scarce supply, celebrity charm

Abstract

In September 2019, Brandy Melville, an Italian company within the clothing industry, opened its first and currently the only store in Shanghai, China [4]. It soon gained popularity among young people, especially females. Many people rushed to the store to buy clothes, bags, and hairpins. Compared to similar brands like Forever 21 and Hollister, Brandy Melville (abbreviated as BM) succeeds in building its “Californian girl” and “American sweetness” profile through various means, including promoting an “ideal body type,” controlling scarcity of its products, and employing celebrity charm. These strategies lend success to the brand in China, but they also led to negative consequences for both the firm and society. Hence, this report aims to examine three strategies that Brandy Melville employed when entering the Chinese market and the positive and negative effects these strategies bring to both the brand and customers. To achieve this purpose, the report incorporates secondary research sources to provide context about marketing strategies, including Brandy Melville specifically but also utilizes primary data through original analysis of Brandy Melville’s social media account.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Xinrui Wu
AU  - Yuhan Zha
AU  - Cathy Li
PY  - 2021
DA  - 2021/07/12
TI  - Brandy Melville’s Global Marketing Strategies in China
BT  - Proceedings of the 2021 International Conference on Economic Development and Business Culture (ICEDBC 2021)
PB  - Atlantis Press
SP  - 245
EP  - 251
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210712.042
DO  - 10.2991/aebmr.k.210712.042
ID  - Wu2021
ER  -