How Exclusivity Made Brandy Melville into the Empire it is Today

"In an era where retailers compete for attention via influencer partnerships and social media campaigns, one brand has achieved success by doing the opposite. Brandy Melville, a young-adult-targeted fashion company, has cultivated a devoted following through a distinct lack of traditional marketing. Yet beneath this apparent disregard is a complex narrative: one that reveals how even the most seemingly unyielding brands bend to market pressures in their own way."

"Brandy Melville has avoided nearly every conventional marketing tactic, such as flashy campaigns, official advertisements, brand collaborations and promotional discounts. This approach creates what is called " manufactured scarcity " of the brand's voice. By refusing to seek traction outright, the brand positions itself as one that does not need to request visibility, implying it is already secure in the market."

Brandy Melville avoided conventional marketing tactics such as flashy campaigns, official advertisements, brand collaborations and promotional discounts, creating a manufactured scarcity of the brand's voice. The company uses minimalistic photography and curated store layouts to reinforce an aesthetic of effortlessness and relatability for a primarily younger audience. Employees often serve as models and photographers, blurring consumer and ambassador roles while reducing costs. The brand achieved Gen-Z cultural status largely through word-of-mouth and social media virality instead of traditional advertising. The company lacks a public CEO, mission statement, or cohesive brand persona, and each store is owned by a different smaller company.

Read at Her Campus