End of term paper – Brandy Melville

With the new image of the body types in the fashion industry, and more acceptance of the plus sizes as a market. Most of the brand serve this section of the market. Brandy Melville which was ranked no. 1 among the brands popular for teens, do not sell plus sizes. With changing lifestyle and increasing obesity rate in teens, this might be issue of concern to the brand.

This also is a major concern for the brand image, and is perceived as negative. Currently on runway and photo shoots of the new collections, plus sizes models are increasingly appearing and making strong statements in the fashion world. 65% of the consumer still feels that the plus sizes are being ignored, with the changing outlook to this the brand have started expanding their plus size collections. Considering the current scenario and attitude toward plus sizes, Brandy Melville as a brand must be interested in viewing the plus size as their new project.

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5 thoughts on “End of term paper – Brandy Melville

  1. I think this will be a fantastic topic to write about. I think big name brands raising awareness for plus size models would be great for their brand. Well for the most part. Big girls want to feel sexy too!

  2. I think this is a great topic to write about! I am also writing about body image in today’s society and how Abercrombie and Fitch is extremely discriminatory based on body type. In today’s “world of fashion” our generation supports acceptance and equality of all but if companies can’t keep up with their customers values they are going to fall behind their competition. This is a great suggestion for Brandy- Melville in order for them to properly target their customers and include everyone!

  3. I think this is a great end of term paper topic! I have been intrigued with Brandy Melville for a while and their ridiculous ‘one size fits all’ when it clearly does not! I think they would do a lot better and be widely respected if they expanded on adding more sizes and including what they consider plus sizes. I would be very interested to see what would happen if they were to add bigger sizes as well.

  4. Brandy Melville is one of my favorite brands and I believe they have a lot of opportunity in the market for expansion. Plus size clothing is definitely one way to open new markets. Millennials who are Brandy Melville’s top consumers are less interested in one significant look, and retailers must adapt to this new trend. I believe this is a big reason why many brands that used to dominate the market have only dropped sales in recent years. A&F closed over 275 stores in the past few years and this is because millennials are less focused on one “it” style or “it” body, they are more accepting. There is more diversity in fashion now more than ever. American Eagle was successful in their “Aerie Real” campaign two years ago when other tops retailers like A&F were failing. The campaign was focused on ‘real teenagers’, the images were not retouched and included plus size models. It rose American Eagle sales 17%.

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