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To cite this article VanSlette, S. Exclusive and aspirational: Teen retailer Brandy Melville uses the country club approach to brand promotion. Case Studies in Strategic Communication, 5article 7.

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Skip navigation! Story from Stores. Photo: Via brandymelvilleusa.

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A preview of Brandy Melville's lookbook showcases Brandy Girls wearing their "one size fits all" clothing. This is nothing new. Change is already in progress due to women urging companies to represent different types of women in their most real forms.

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Skip navigation! Photo: Courtesy of Brandy Melville. If you've never heard of Brandy Melvillewe'll hazard a guess that you're over the age of — oh, let's say But, chances are your year-old cousin is absolutely obsessed.

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Despite being able to fit just a portion of the population and only having 36 retail locations in the United States, Brandy Melville has become the coolest clothing company in a record amount of time. All of their cotton separates are one size fits all, which is also referred to as one size fits most, but is more like one size only fits a few. But this strategy has also hurt a lot of women, especially young, impressionable women.

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Brandy Melville is an Italian clothing and fashion accessories brand, marketing their products to teenage girls and young women. In a similar way to Primarkthe stores place little emphasis on advertising, relying instead on social media and word-of-mouth. Though the company originated in Europe, Brandy adjusts their prices, clothing styles, and accessory items to American customers by taking "store style" photos of the clothing worn by the customers shopping in-store.

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The brand - which was founded 10 years ago in the US and has recently appeared in the UK - stocks a range of tops, skirts and jeans with most styles available in just one tiny size. Now, shoppers - and especially mums of teenage daughters - are growing increasingly concerned over the message this sends to "vulnerable" and "body conscious" young women. The brand's Instagram profile - which boasts 3.

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So does the one behind it. And the third, fourth, fifth -- they're all small. In fact, nearly every single piece of clothing in the store is either labeled "small" or "one-size. Welcome to the hottest teen clothing retailer in the U.

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Teenage fashion brand Brandy Melville is in hot water with industry critics for his extremely small sizes. The designer, which has 18 chains in the US, features clothing that are only two sizes - 'one size' or 'small'. And it's growing in popularity as girls aspire to fit the ill and reach the 'elite' fash pack who can boast their body works with the brand.

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Skip to main content. Brandy Melville Backpacks. In Stock. Not to big and not to small.


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