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• Hierarchical management reduces creative
freedom
• Small supply chain increases potential risks
• Highly seasonal product collections
• Lack of consumer diversification
• Limited store locations
• Unique product concept coupled with strong
brand recognition
• Multi-channel operations stemming from a
stable online presence
• Establishes market hold in the increasingly
trending Generation Z
• Focused on assertive marketing
• Low employee turnover rate
- Highly Specific Target Market Segment
- Same set of consistent themes in all
advertising material; freedom, carelessness,
"Americana"
- The idea is that only the most beautiful and hip
women meet the prerequisites to wear Brandy Melville
• Competitors with a wider variety in styles,
sizes and prices
• Consumer backlash on social media
• Natural, economic, and regulatory
factors directly impact primary supplier
• Expand further into North America and
internationally
• Broaden target market
• Create a more welcoming and body
positive message
• Create an app to foster increased
accessibility for online purchasing
- 16-25 year old women
- One size clothing; limits potential customers to fit, "model" body type
- Girls younger than 16 aspiring to be like their older counterparts
- Parents; products have to appeal to them as well since they are likely main financers
- Boyfriends, significant others;
1) Create a men's section within the existing Brandy Melville stores.
2) Expand the company into other provinces and states by opening more store locations.
3) Create a body positive line of clothing
(Men's clothing line)
Image by Tom Mooring