Create a rebrand for an existing brand. Show what’s gone wrong and what could be done to fix that.
I was tasked with creating a moodboard showing who Brandy Melville currently is. Along with figuring out whats gone wrong within the company and what our new influencers and social media plan will do to change the brands image.
My Role
Process
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2010’s
Who is Brandy Melville?
Now
Brandy Melville is an ‘all american’ brand known for its trendy and minimalist clothing targeting teenage girls and young women. They fit the ruler archetype by segmenting their customer base between those who identify as their target customer and those aspiring to emulate this image, thereby exerting control over their brand image and perceived exclusivity. The brand was founded by Silvio Marsan and his son Stephan in Italy in the 1970s, with the first U.S. store opening in Los Angeles in 2009.
Who is Brandy’s Customer
Brandy has a distinct customer base. Nicknamed the Brandy Girl she is typically younger aged 15-24, thin and conventionally attractive. She is usually middle to upper class and is interested in trendy and quality clothes. A secondary market exists of younger girl typically in middle school,this age group is seeking to dress like their older counterparts. In addition Parents and significant others are also willing to invest in Brandy's clothing for these young girls.
What’s Gone Wrong?
A lot of what has gone wrong with Brandy Melville more recently stems from the release of the Brandy Hellville documentary last month. This documentary exposed a lot of the failures Brandy has had since its creation from racism and fatphobia to shady business practices. Their one size fits small approach is really only big enough for girls that are a size 4 and under. Prior to the documentary the brand was extremely vague on their sustainability practices and in the doc it was exposed how unsustainable they are. On top of all of this their brand promise and brand model is extremely unclear. Their instagram features captionless images and the link in their bio just takes you to the app store to download their app. Their tik tok is filled with random videos of girls singing in their stores, and the website has little to know information about the brand as a whole
New Brand Strategy
Size diversity/limited drops
The change we propose has several parts. First, increasing the sizing to go from xxs to xxl so that more people can wear the items sold. However because exclusivity is part of who the brand is, it is important to keep that in their makeup. To remedy this we propose switching product offerings to capsule collections and rotating, limited time collections for people to get their hands on. Not only will this retain the focus on exclusivity but encourage people to buy because there is a limited amount of each garment.
Social Media Rebrand
Next a rebrand of the instagram page to feature these influencers and the addition of links to their tik tok, website, etc as well as a hashtag for girls to share their brandy girl fits and a new profile picture that is more modern.
Influencers
Then, introducing influencers that are more diverse especially when it comes to size. Singer and actress Renee Rapp, Pink Pantheress, a singer and record producer, and social media influencers Jade Fiona and Grace Tutty, to help diversify the brand.
Mission Statement
Finally, part of what makes Brandy’s brand promise and model unclear is their lack of a mission statement so we propose to add one that will help people understand what the company is truly about.
The Outcome
This project taught me how to break down a brands weaknesses and figure out how to give them a new look and feel. Along with teaching me how to pitch a brand idea to a client.
