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