Brandy Melville’s Social Media Marketing Strategy-Taking Girls in Generation Z as an Example

Sitong Lin

doi:10.54254/2754-1169/15/20230879

Research Article

Open access

Published on 13 September 2023

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Lin,S. (2023). Brandy Melville’s Social Media Marketing Strategy-Taking Girls in Generation Z as an Example. Advances in Economics, Management and Political Sciences,15,105-109.

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Brandy Melville’s Social Media Marketing Strategy-Taking Girls in Generation Z as an Example

Sitong Lin *^,1,

¹ Penn State University

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/15/20230879

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

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References

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Cite this article

Lin,S. (2023). Brandy Melville’s Social Media Marketing Strategy-Taking Girls in Generation Z as an Example. Advances in Economics, Management and Political Sciences,15,105-109.

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The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 2nd International Conference on Business and Policy Studies

Conference website: https://2023.confbps.org/

ISBN：978-1-915371-73-7(Print) / 978-1-915371-74-4(Online)

Conference date: 26 February 2023

Editor：Javier Cifuentes-Faura, Canh Thien Dang

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.15

ISSN：2754-1169(Print) / 2754-1177(Online)

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