Strategies for Brandy Melville to Address the Brand Value Issues of Exclusiveness, Gender and Race Discrimination

Julien Brühl

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Seminar paper from the year 2021 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 7...

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Seminar paper from the year 2021 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 7,6, University of Amsterdam, language: English, abstract: The paper deals with the well-known clothing company Brandy Melville (BM) and ist future. On the one hand, the label is relatively trendy in younger age groups, and the concept of "one-size-fits-all" is unique compared to competitors in the segment. On the other hand, several news reports and equality advocates opened an ongoing controversy regarding its exclusive brand culture and stereotypical representations of women. Nowadays, information spreads extensively fast. So this is a sincere legitimacy crisis for BM. Since the research is here to support the client BM from the trouble they met in their growth trajectory, the paper has developed both strategies and actions with the help of a literature analysis.