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Ethical Advertising Flipbook PDF

Brandy Melville Ethical Advertising


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01

BY: MADDIE MOORE

FASM 400 PROFESSOR ALONSO

CONTENTS COMPANY HISTORY................ 03 PRIMARY BUSINESS................ 04 MISSION STATEMENT............. 05 TARGET CUSTOMER................ 06 RESEARCH............................... 07-09 ASSESSMENT........................... 10 ADS.......................................... 12-16 SOURCES................................. 17

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COMPANY HISTORY Brandy Melville is a European girl's clothing and accessories brand founded by Silvio Marsan in the early '70s. It opened its first U.S. location in Westwood, California in 2009 and it now has 95 locations around the world including locations in Canada, the U.K., and Asia. They have a large following with 3.7 million followers on Instagram with fit pics of employees and customers.

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Their customer base is on the younger side ranging from age 13 early 20s. They offer a wide selection of basics and their customer is a close follower of the most recent trends. With Brandy’s low price point, customers shop here for their affordability. Brandy Melville has a one size fit’s all mentality, with an exclusion for some pant sizes, for clothing who primarily fit girls on the slimmer side.

PRIMARY BUSINESS

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“To encourage young women to widen the definition of beauty while breaking boundaries within the fashion world by empowering them to challenge stereotypes. We want our customers to know that Brandy Melville is dedicated to making freespirited, durable clothes that are accommodating to all body types.” (Brandy Melville)

MISSION STATEMENT

TARGET CUSTOMER

Iris Wagner - Age: 16 - Income: $6,000 - Marital Status: Single - Education: High School - Occupation: Student - Location: Westwood, California - VALS: Experiencer, Believer, Thinker - Iris is a junior in high school who is incredibly busy with homework, projects, and her outside babysitting jobs. In her free time, she likes to go to the movies with her friends, reading, painting and going out to eat. She likes to follow the latest fashion and wears a range of basics to more trendy clothing. She is an avid Brandy Melville shopper for their selection and price point. Everything she likes is in one spot and fits her well so she doesn’t have to try that much on.

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INSTAGRAM - Targets teenage girls - Comments on their Instagram are limited - Lately have no comments allowed - Comments on their posts about the lack of diversity (race and size) - Show the same type of girl throughout their feed - Only caption used is #brandyusa - Take photos that Brandy shoppers post on their Instagram

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- Last post was March 19th - 2 COVID related posts on March 12th - Not much engagement - All links to products posted are not found

TWITTER

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WEBSITE - Clothing shown on predominantly white females - Slim models - No faces of the models are shown - Main focus on the clothing

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ASSESSMENT Brandy Melville favors skinny white models to showcase their clothing. Targeting young females, ages 13 – early 20s, their social media shows the same body type making their product exclusive to one type of customer. Brandy needs to listen to its audience. Adding models of color and more size inclusion can help offer a wider selection to a bigger customer range to not make anyone feel marginalized. “If Brandy Melville, or we as a society, want to take a bigger step towards inclusivity, we must recognize that everybody is different, and body diversity is something to be embraced instead of ignored” (Hoang).

OUTDOOR VOICES

NIKE

CALVIN KLEIN

MIU MIU

ADIDAS

PARADE

MOOD 11

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AD 1 - Inclusion of different races - New Brandy girl - Visual reference for customer - Customers can picture themselves - Keeping the style of the customer taken pictures - "made for you"

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AD 2 - Inclusion of different body types - Visual reference for customer - Customers can picture themselves - Range in clothing size - Keeping the style of the customer taken pictures

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AD 3 -Group Shots - Planned photoshoot - Diverse - "made for everyone"

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BEFORE

AFTER

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SOURCES https://fashionunited.com/news/fashion/brand-profile-on-brandy-melville-the-casualclothing-line-known-for-one-size-fits-all-clothes/2019103130673 https://www.thecut.com/2019/10/the-secret-shame-of-wearing-brandy-melville.html https://www.huffpost.com/entry/brandy-melville_n_5978626 https://ldnfashion.com/features/brandy-melville-facts/ https://www.today.com/style/brandy-melville-faces-allegations-racism-body-shamingformer-employees-t183363 https://i-d.vice.com/en_uk/article/3azj8v/rare-brandy-melville-depop-resellers-tiktok https://www.cnn.com/style/article/calvin-klein-pride-campaign-jari-jones-trend/index.html