Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Business and Policy Studies
Series Vol. 15 , 13 September 2023
Open
Access | Article
Brandy Melville’s Social Media Marketing Strategy-Taking Girls in Generation Z as an Example
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Abstract
A fast fashion brand that has become topical and popular in recent years, it must be Brandy Melville. In the era of fast fashion dying out, BM really has a big market. People never see their advertisements because they don't advertise. Brandy Melville used social media marketing strategies to successfully create concepts such as BM girl, BM style, etc. Make the brand a representative of American style clothing. Brandy Melville is especially popular among Gen Z girls. This article analyzes the success and controversy of BM's social media marketing strategy by studying the relationship between BM and z-generation girls, the BM brand's 4P marketing strategy, and the social issues brought about by the BM brand.
Keywords
Brandy Melville, Gen Z, social media, body anxiety
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Business and Policy Studies
- ISBN (Print)
- 978-1-915371-73-7
- ISBN (Online)
- 978-1-915371-74-4
- Published Date
- 13 September 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/15/20230879
- Copyright
- 13 September 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited