Brandy Melville is an Italian based, LA inspired clothing store. With its recent expansion into the North American market, this company has quickly become “the next hot brand in teen retail” (Business Insider). This company has done an exceptional job targeting their customer segment- young, trendy teens.

The company’s growth and success has a lot to do with their fantastic marketing strategy. Because Brandy Melville is targeting a teenaged demographic, they use social media marketing- especially Instagram- to capture their customers attention. The company’s Instagram account now has more than two million followers, making it a very useful tool. Brandy Melville hires young girls to snap pictures in their clothes and post it on their account

I feel this marketing strategy is a fantastic way to target their young demographic. In addition to reaching many of their customers, social media marketing is also ideal because it is free. This approach is very economically efficient for the company. I feel Brandy Melville should stick with this social media marketing, as they were one of the first brands to really position themselves on Instagram.

Works Cited

Peterson, Hayley. “An Obscure Italian Brand Is Suddenly The Hottest Name In Teen Retail.” Business Insider. Business Insider, Inc, 08 Oct. 2014. Web. 20 Oct. 2014.

Photo: “Miss Ivy: Brandy Melville – Spring Lookbook ’12.” Miss Ivy: Brandy Melville – Spring Lookbook ’12. N.p., n.d. Web. 20 Oct. 2014.

Photo: Screenshot from my personal Instagram feed

There is an ongoing battle between the First Nations people of British Columbia and B.C. Hydro. The hydro company is looking to expand their $8-billion Site C megaproject in the Peace River area. This project would “provide 1,100 megawatts of capacity, and produce about 5,100 gigawatt hours of electricity each year — enough energy to power the equivalent of about 450,000 homes per year in B.C” (bc hydro). This may sound appealing to some, but many First Nations issues come into play. The First Nations have significant land claims in B.C. and “Premier Christy Clark declared: “B.C. is Indian land” (Vancouver Sun).

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B.C. Hydro’s suggested project brings great strife to the First Nations community, as it would create destruction on the natural land. If the dam is built, it would cause flooding in the valley, and destroy the existing wildlife and farmland in that area. The Site C project would be built on First Nation lands, where the people hold ceremonies This project if approved, would change the practices of the people in that area, as well as the public opinion towards B.C. Hydro. What the company does next will influence the future of B.C. Hydro.

Works Cited

Hoekstra, Gordon. “”There Will Be No Pipeline”” Www.vancouversun.com. N.p., n.d. Web. 05 Oct. 2014.
O’Niel, Peter. “First Nation Chiefs to Stage Site C Showdown.” Www.vancouversun.com. N.p., n.d. Web. 05 Oct. 2014.

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We are living in a shrinking world. Every day people observe a myriad of different cultures, ethnicities and religions. Contrary to a previous blog post doubting the use of all-ethnicity marketing, I believe that this strategy can and should work. Living in a multicultural country like Canada, marketing towards all ethnicities should not be a problem.

“Sometimes when we conduct research focused on one ethnic group, our client realizes that the insights emerging from the research are actually relevant across their entire market” (Niel Golden). Changing your marketing tactic for the sake of a different target group is risky business. Consumers from different cultures are still motivated to buy for the same reasons. Ethnic insights can “drive a whole strategy—and not just enable the targeting of a narrow segment”. Large companies such as McDonalds have paved the way for all ethnicity marketing, and proven that this strategy works. At the end of the day, consumers from around the globe all have similar wants and needs. Ethnic insights is a strategy that can and will work in this ever changing world.

Works Cited:
Cheng, Kathy, and Robin Brown. “Ethnic Insights at the Heart of a Total Market Strategy.” Marketing Magazine Ethnic Insights at the Heart of a Total Market Strategy Comments. N.p., n.d. Web. 05 Oct. 2014.

Is there a Market Strategy that Targets All Ethnicity’s?