I am attracted by the “one size fits all” strategy of Brandy Melville, I am slim so I will definitely regard Brandy Melville as my first choice due a sense of vanity and I think it’s the same to most of the customers.
It uses the differentiation focus strategy, which will not only effectively reduce production costs but also arouse interest in customers. Actually I don’t think the strategy of the company violates the business ethics; on the contrary, it raises confidence in the customers and also encourage those who cannot fit into the clothes to keep a strong and handsome figure.
The idea is smart, however, the company should not keep itself in circle, and it shou
ld introduce new and fancy clothes from time to time for the limited targeted customers are teenagers and young adults who is the most capricious and fashion-mad. And to catch the wind vane is not an easy task. And for the other companies it can a good opportunity to fill the vacancy by producing clothes for fat people; but not very helpful because there is only one Brandy Melville who refuse to sell all sizes and customers would not like to go to a shop only sells big size clothes, because they do not want to be treated differently.