Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Strategies for Brandy Melville to Address the Brand Value Issues of Exclusiveness, Gender and Race Discrimination

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

Brühl, Julien

Paperback

ManagementGeneral Reference

ISBN10: 3346597903
ISBN13: 9783346597908
Publisher: Grin Verlag
Published: Mar 31 2022
Pages: 38
Weight: 0.14
Height: 0.09 Width: 5.83 Depth: 8.27
Language: English
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 its 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.

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