In my opinion, Brandy Melville is not a cruel, excluding company by having a focus market on particular sizes – or in this case, one size. From my perspective, this is truly an amazing way to implement focus differentiation.
If one can judge Brandy Melville for catering to smaller sizes, one can also judge millions of other clothing companies who don’t carry larger plus sizes.
Having this specific market has various advantages for Brandy Melville. With no sizes on their clothing, production is reduced immensely. Factories only have to produce one size, and workers only have to deal with one size. There are also less returns or exchanges due to a confusion of size. From experience, I also know that Brandy Melville uses paper bags instead of plastic. Not only are these paper bags environmentally friendly, but they are also plain, black, and as simple as the bags one can purchase at the local dollar store. Brandy Meville simply takes the paper bag and staples their business card with each purchase.
I do not think that Brandy Meville is exclusive nor does it have poor business ethics.
From my perspective, Brandy Melville is a smart business company who knows the true meaning of brand positioning and differentiation.
Pictures taken from: http://miniandmelifestyle.blogspot.ca/2014/03/brandy-melville.html
Original blog post: http://www.lauraneuzeth.com/2013/06/why-i-wont-support-businesses-like.html