How did it all begin?
"...it is evident that Brady has a certain body type, beauty standard, and economic bracket in mind."
Brandy Melville was first founded by an Italian father and son in 1970, and had its first store opened fifteen years ago. The sporty, Californian styled clothing intended for teenage girls and young women has become increasingly popular. In 2017, the store claimed 3.9 million followers on Instagram, and the sales have increased 25% each year since 2014. The brand continues to stay fully engaged with shoppers on social media by posting frequent pictures, sale notifications, and store openings, but never has any formal advertising. Celebrities and YouTubers do that for them. Stores around the country like to employ young customers in order to keep what is on the shelves current. Product research at Brandy Melville looks like a room full of 20 young girls brainstorming ideas for the clothing that they think would sell. And the brand ambassadors are there to help shape and guide the company's revenue, generating a strategy to get people to buy what they are selling.
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But what Brandy Melville is selling is not for everyone, meaning they are not trying to target to every teenage girl, only a small percentage. From looking at the girls the company decides to hire and post on social media to the location of their stores, it is evident that Brady has a certain body type, beauty standard, and economic bracket in mind. The controversy over their "one size fits all" clothing began in 2014 when the store became increasingly popular. That aspect of the store has remained the same to this day, and it's because teenage girls are letting it happen.