Brandy Melville

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Brandy Melville is an Italian clothing brand, as well as fashion jewelry and fashion accessories. The products are sold through online shops and in some major cities in the United States and Europe through their own chain of clothing stores. The target audience for the production are teenage girls and young women.

A special feature and business model of the company is that most of the garments are not offered in different sizes , but only in a single, very small one, called “one size”. According to the company, this corresponds to clothing sizes 32 to 40 or XS to M.

History and company policy

There is little reliable information about the history of the company. As far as is known, the chain was founded by Silvio Marsan and his son in 1970 in Italy, where the company Marsan srl e is still regarded as the owner, although the majority of the company remains unclear. The company makes hardly any statements about itself in public; fits in with the fact that there is no advertising in the conventional sense; the customers are reached via social media such as Facebook and Instagram.

In 2009, the brand's first global retail store opened in Los Angeles in the neighborhood of the UCLA campus. There are now 65 branches worldwide (as of 2015).

The brand's first store in Germany opened in 2012; by 2016, the number of branches in Germany had grown to 6 according to the industry journal TextilWirtschaft . The operator of the stores in Germany is the Berlin company MITO Handels- und Vertriebsgesellschaft mbH , which is run by the brothers Philip and Paul Piskator, together with Lucia Bruzzone. In the meantime (as of 2016) there are further branches in some major European cities.

According to estimates, the label's sales in 2014 were more than $ 125 million - and the trend is steadily increasing.

criticism

Criticism of the company's business policy is sparked internationally - starting from the USA - because the only size for which the label produces and which is specified as "One Size" is a very small clothing size. "The brand has cultivated an aura of exclusivity, in part because of the limited sizing. Teens who are into the brand like the idea that the clothing isn't for everyone. " ( The brand has cultivated an aura of exclusivity, partly precisely because the size is limited. Teenagers who love the brand like the idea that the Clothing is not suitable for everyone .) The target group are exclusively very slim, thin girls and young women; the company is accused of promoting a "maddenedness" of young people.

Web links

Remarks

  1. ^ Jo Ellison: Brandy Melville and the rise of the Instabrand , Financial Times, Opinion Fashion, March 17, 2017; accessed June 16, 2019.
  2. ↑ "Questions about our sizes" , FAQ page on the company's website; Retrieved July 25, 2016.
  3. ↑ Franziska Kohler: "I am a brandy girl" , Tages-Anzeiger January 4, 2015; Retrieved July 26, 2016.
  4. ^ Maria Silvia Sacchi: Una famiglia riservata con forti interesti nel bio , Corriere della Sera , November 4, 2014; Retrieved July 26, 2016.
  5. ↑ a little more information could be found in S. García / P. Identify Riaño: Un castillo de naipes llamado Brandy Melville , Modaes.es October 31, 2014; Retrieved July 26, 2016.
  6. ↑ Franziska Kohler: "I am a brandy girl" , Tages-Anzeiger January 4, 2015; Retrieved July 26, 2016.
  7. ↑ Julia Rubin: Smells Like Teen Spirit: Inside the Secretive World of Brandy Melville , racked.com (to Vox Media ) September 24, 2014; Retrieved July 26, 2016.
  8. ^ Caitlin Scofield: New clothing store Brandy Melville brings Italian style straight to Westwood , Daily Bruin ( University of California student newspaper ), November 9, 2009; Retrieved July 26, 2016.
  9. ↑ Franziska Kohler: "I am a brandy girl" , Tages-Anzeiger January 4, 2015; Retrieved July 26, 2016.
  10. ↑ Nina Piatscheck: Brandy Melville: New Teenie Swarm ( Memento of the original from July 26, 2016 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. . In: TextilWirtschaft , No. 3, January 15, 2015, p. 54; the information on the company's website differs slightly from this: the German website has 5 branches for Germany ( Locations (de) ), the American / international website has 3 branches for Germany ( Locations (us) ); all web links accessed July 25, 2016.  @1@ 2Template: Webachiv / IABot / www.textilwirtschaft.de
  11. ↑ Lisa Marsh: Brandy Melville: Instagram's First Retail Success , Bloomberg.com , December 12, 2014; Retrieved July 26, 2016.
  12. ↑ Lisa Marsh: Brandy Melville: Instagram's First Retail Success , Bloomberg.com , December 12, 2014; Retrieved July 26, 2016.
  13. ↑ Nina Piatscheck: Brandy Melville: New Teen swarm ( Memento of 26 July 2016 Internet Archive ), textile industry , No. 03/15, January 2015, p 54;. accessed June 16, 2019.
  14. ↑ If Brandy Melville doesn't suit you - you're too fat! , Brigitte.de 2016 (no statement of responsibility, no date); accessed June 16, 2019.
  15. ↑ Madison Mills: Brandy Melville: One size doesn't always fit most ( Memento from May 1, 2018 in the Internet Archive ), USA Today (College) , April 4, 2014; accessed June 16, 2019.
  16. ↑ Stephanie de la Barra: One-Size Mädchen , Wiener Zeitung , March 4, 2014; accessed June 16, 2019.
  17. ^ Cornelia Schmalenbach: New clothing cult: The hungry girls of Berlin , Berliner Kurier October 15, 2015; accessed June 16, 2019.
  18. ↑ Franziska Kohler: “I am a Brandy Girl” ( Memento from October 20, 2017 in the Internet Archive ), Tages-Anzeiger January 4, 2015; accessed June 16, 2019.
  19. ↑ Eliza M Dumais: These 'One-Size-Fits-All' Clothes Are Actually Size Zeroes , The Observer July 7, 2015; accessed June 16, 2019.