Expanding the Brand: Brandy Melville

Expanding the brand:

Repositioning Brandy Melville into a more inclusive high-street market and strengthening the brand equity

210023347

Fashion Marketing

Tutor: Sarah Cooper

EXECUTIVE SUMMARY

Thebodypositivitymovementhasbecomeamajorsocialchangewhichhasaffectedthe wayconsumersshopwithinthefashionindustry(Cohenetal,2020).Businessesmustadapt theirbrandingtochangingexpectationsintermsofthegrowingneedfordiversityand representation(DeFreitasetal,2017) However,notallbrandsarewillingtodothis BrandyMelvilleisafashionbrandthatfocusesonexclusivityratherthaninclusivitywhich doesnotresonatewithmostmodern-dayconsumers(Armstrong-GibbsandMclaren, 2017).

Therefore,thisreportoffersrecommendationsforexpandingBrandyMelvilleby repositioningitintoaninclusivehigh-streetmarket,whilststrengtheningthebrandequity (Armstrong-GibbsandMclaren,2017) Itwillexploretheideaofbrandhealth(D’Arienzo, 2016)andhowBrandyMelvilleisconsideredasickbrandinneedoftreatmentaswellas howBrandyMelvillecanlearnfromitscompetitorssuchasAbercrombieandFitch.

INTRODUCTION

BACKGROUND OF BRANDY MELVILLE

BrandyMelvillewasfoundedin1970bySilvioMarsanandsonin Italy,butlateremergedintoothermarketsandbecameestablished intheUnitedStates(Fan,2021).Thebrandisknownforitscute basicsthathaveaCalifornianstyleandisnotoriousforitsonesize-fits-mostpolicy(Zhiyi,2021).BrandyMelvillewouldfitinto theexcitementbrandpersonalityasaccordingtoAaker’s(1997) personalitydimensionsitshowsspiritednessbybeingtrendyand youngthroughitsimageryonitsplatforms.ForBrandyMelville UK,itsnetcurrentassetswerejustover£2millionin2021 (Gov.UK,2021).Ithasstoresin97differentlocationswiththe majorityintheUnitedStates(BrandyMelville,n.d.)anditstarget customeristeenagewhitegirlswhohaveanectomorphbodytype (SeeappendixAforconsumerprofile).Thepricesoftheclothes areaffordableforateenagerwithlittletonoincome,asabasic tanktopsellsintheregionof£12.Thisischeaperthanthatofone ofitscompetitorsHollister,whichstocksasimilarstyleoffast fashionclothingforslightlymoremoney.

Therefore,BrandyMelville’scurrentpositionismassmarketfashionasitsproductsareproducedinmass quantitieswithaquickturnover(Posner,2015).

BrandyMelville’sbrandvaluesarenot communicatedsufficientlytotheconsumereven thoughbrandvaluesareessentialinbuilding customerloyalty(Christopher,1996).Forexample, thereisnomissionstatementonitse-commerce websitewhichH&M,acompetitorofBrandy Melville,isdoingsuccessfully(seeappendixBand C).BrandyMelvilleisalsonotbeingtransparent aboutitsbusinesspracticesasthereisno informationonitsenvironmentalorsocialimpact. Thissuggeststhatitisnotparticipatingin corporatesocialresponsibilitywhich,accordingto theonlinesustainabilityratingsiteGoodonyou (2021),BrandyMelvilleisrated“notgoodenough”

and“weavoid”overall.ThisgoesagainstthebrandidentitymodelassuggestedbyEdwardsandDay(2005), whichadvisesbrandstofocusonfourobjectivestobrandeffectively:ideology,whichincludesbrandvalues; theconsumer;capability,andthecompetitiveenvironmentinwhichthebrandissituated.InBrandy Melville’scase,itisneglectingtheideologyofthebrandasitsethosandvaluesareunclearwhichmakesits brandstrategymisledandunfulfilled(EdwardsandDay,2005).ThisideaissupportedbyBrown(2016)as theysuggestoneofthepurposesofbrandingistolimitconsumersmisunderstandingsothatitiseasierto makeapurchasedecision.

BRANDY MELVILLE'S RISE TO POPULARITY

BrandyMelvillerosetopopularitythroughitsuniqueresponsetomarketingsegmentation,wherethe consumers(D’Arienzo,2016)whoarenotspecificallytargeted,feelthedesireandmotivationtobecomethe targetconsumer(Yan,2019).Thismaybeduetotheconsumerself-identifying(Comunale,2009)andaspiring totheBrandyGirlmodelsastheyaredepictedascoolanddistinctiveforbeingabletowearBrandyMelville clothes.Therefore,theconsumerwantstoreplicatethisfeelingbystrivingtobelikethem(Hao,2021).Another waythatBrandyMelvilledifferentiatestootherfashionbrandsisthatitdoesnotadvertiseconventionallyasit onlyusessocialmediatoconnectwithconsumers(Mansikka,2019).ItsmainchannelisInstagramwhichisa suitableplatformconsideringtheirtargetdemographicisteenagers,notonlythat,butInstagramisalso consideredasanimportantaspectoffashionmarketing(BOF,2017).ThisisbecauseInstagramallows businessestohavemoreuserengagementtobuildbrandawareness(Tuten,2020).However,therearemissed opportunitieswithBrandyMelville’sonlineonlymarketingstrategyastraditionalcommunicationscouldhelp tobroadenthereachtoexpandthebrand(Rathetal,2015;Todor,2016).

ROOM FOR IMPROVEMENT

BrandyMelville’sbrandvoiceshouldbestrengthenedasthebrandvoicecancontributetothe developmentofbrandpersonalitieswhich,inturn,increasesbrandawareness.Forexample,Brandy Melvillecurrentlysitsintheexcitementpersonalityasitiscool,youngandtrendy(Aaker,1997). Although,duetotheissueswithtransparencyandvaguebrandvalues,itsuggeststhatBrandyMelville lackssincerity.Therefore,inordertoestablishemotionalconnectionswithconsumersandgetintouch withtheconsumer’sself-identity(Comunale,2009;Rodriguez-Moran,2019),thebrandvoicecouldbe reinforcedthroughthetoneofvoicethatiscommunicatedthroughcopywriting.BrandyMelvilledoes nothaveastrongbrandvoiceasthereisalackoftextualcommunicationonitswebsiteandsocialmedia platforms(seeappendixD).Forthatreason,thisisafactorthatshouldbeconsideredfor recommendationsofexpandingthebrand.However,brandpersonalities(Aaker,1997)maynotbe applicabletoallbrandsasitlacksgeneralisability(Austinetal,2003),also,certainbrandsmightnotfit intooneboxwhenitcomestopersonality,suggestingtherecouldbemoreoptions.Ontheotherhand, thereisevidencetosuggestthatbrandpersonalitiescanstrengthenbrandequity(FrelingandForbes, 2005)whichwouldbepositiveintermsofexpandingandrepositioningBrandyMelville.

Anotherareathatcouldbeimprovedfor BrandyMelville’sbrandingisthecontent distributiononitssocialmediachannels.A solutionforthisiscreatinganomnichannel, whichiswhereeachconsumertouchpoint offersthesamefunctionsacrosschannelsand bydoingthisitcouldbenefittheconsumer’s experiencewiththebrand(Schaefer,2021). BrandyMelvillehasawiderangeofsocial media,itsmainonesareInstagram,TikTok, TwitterandPinterest.However,itssocialmediaplatformscouldbeoptimisedtoimprove userengagementandimprovethe communicationfrombusinesstoconsumer (Molina-Pradosetal,2021).Forexample,even thoughBrandyMelvillegainedpopularity throughInstagram,theInstagramshopfeature isnotinaction.Thisisamissedopportunityas havingtheoptiontolookatandpurchase productsoneveryplatformwouldincreasethe conveniencefortheconsumers(Molina-

Therefore,ifthereisalackofinformationsuchashowtopurchasetheitem,thenitcould affecttheconsumerdecisionmakingprocessandcausetheconsumertoreconsiderthe purchaseasitcanbedifficulttoretaincustomer’sattention(Kimetal,2009).Also,Brandy MelvillehasaseparateInstagramaccountforeachcountrywhichalldistributesimilar contentthatignoresculturaldifferencesasthemodelcastingremainspredominantlywhite Caucasian.Forthatreason,itisevidentthatBrandyMelvillehasaglobalpresencewhere theexperienceisthesameinalllocationsandonlineplatformsacrosstheworld.Therefore, thebrandculturecouldbereinforcedtoencouragethedevelopmentofastrongerbrand image(Schroeder,2009).

LEARNING FROM ABERCROMBIE & FITCH

ThereisanopportunityforBrandyMelvilletolearnfromitscompetitorssuchasAbercrombie&Fitch. Abercrombie&Fitchwasonceabranddedicatedtooutdoorandsportingapparelbutturnedintoan exclusivefashionbrandinthe90stargetedtoteenagers(Hancocketal,2018).Thenewmodernimagewas ledbyMichaelJeffrieswhofocusedonmarketingtoconventionallyattractivepeoplewhichcanbe comparedtoBrandyMelville,asithasaspecifictargetconsumerthatexcludesmostconsumers.However, Abercrombie&Fitchhadtoresolvevariouspublicrelationissuesregardingtheethicsofthebrandsuchas hiringemployeesbasedonappearanceandonlystockingsmallerclothingsizes(Walters,2016)which resultedintherebrandofAbercrombie&Fitch.Therebrandhadtheinitiativeoftransformingitsbrand valuestoembraceinclusivityanddiversity.Thiswasshownthroughprojectssuchastheequityproject whichinvolvedvideosofconversationsaboutitsvalues.Therefore,thislinkstotheself-identity (Comunale,2009)oftheconsumersasthevaluesresonate(Armstrong-GibbsandMclaren,2017).This suggeststhatBrandyMelvillecouldlearnfromAbercrombie&Fitch’srebrandtocreateanewbrandimage thatispositionedintoamoreinclusivemarket.

EXPERIENTIAL BRANDING

Experientialbrandingengagesconsumersthroughinteractivitythat stimulatesthesensestocreateamoretangibleexperience(Schmitt, 1999).BrandyMelvilleismostprominentonlinebutdoeshavebricks andmortarstorestoo.However,itdoesnothaveanoticeableflagship storethatcanshowcasethebrand’sauthenticimageandstrengthen brandequity(DolbecandChebat,2013).Thisisbecauseaflagship storecancreatevalueforthebrand,allowingconsumerstoforman attachmenttothebrand(DolbecandChebat,2013).Someconsumers haveanincreasedneedfortouch(PeckandChilders2003),which suggeststhatbricksandmortarareimportanttosatisfythem.Also,the musicchoiceinstorecanaffecthowthecustomerperceivesthebrand (Vida,2008)suggestingthatitwouldbesomethingtoconsiderina flagshipstoreforBrandyMelville.ThereisanopportunityforBrandy MelvilletoattachacafétoitsflagshipstoreasBrandyMelvilleis associatedwithacafécalledChillSince93andanoliveoilbrand.This wouldfulfilthetasteandsmellsensestoprovideafullexperiencefor theconsumers.Therefore,aflagshipstorecouldsolidifytheimagethat BrandyMelvillewantstoportrayasitwouldbeafullrepresentationof thebrand.

BRAND SICKNESS

TosumuptherationaleforrepositioningBrandyMelville,D’arienzo’s (2016)brandhealthcanbeusedtoidentifywhereBrandyMelvilleissick toprescribetreatment.Forexample,BrandyMelvillehasunclearvalues whichcontributestouncertaintyregardingtheperceptionofthebrand. BrandyMelvilleisproduct-centricmeaningthefocusisonselling,not thecustomer’sneeds(GuptaandRamachandran,2021).Toillustrate, BrandyMelvillesellsoliveoilonitse-commercewebsitewhichdoesnot matchthelifestyleofthetargetdemographicmeaningthatconsumersdo notknowwhatisbeingpromised(D’Arienzo,2016).Thatbeingthecase, BrandyMelvillecouldbedescribedashavingmyopia(Levitt,2004) becausethereisnobackgroundstorytotheproduct,ithasjustbeenlisted onthewebsitetomakeaprofit.Notonlythat,butbecauseBrandy Melvillelackssincerity(Aaker,1997),thebrandisseenasuntrustworthy (D’Arienzo,2016).Consumersarecomplainingabouttheethics,quality oftheclothesandcustomerservice(SeeappendixE)whichcausesthemto choosecompetitorsinstead.Therefore,BrandyMelvilleneedstoconnect withitsconsumerstogainbacktheirtrust(D’Arienzo,2016).

BRAND VOICE

BrandyMelvilleshouldestablishabrandvoiceusingmoreconsideredcopywriteinitsproductdescriptions andInstagramcaptions(SeeappendixFforanexample).Foritsproductdescriptionsitwouldbebeneficialto getintouchwiththelifestyle(Hameide,2011)oftheconsumertocreateastorysotheconsumercanimagine themselvesinthenarrative.Takingthisapproachwouldincreasesincerityasthiswouldhelpstrengthenthe emotionalconnectiontotheconsumer(Comunale,2009),ratherthanbeingproductcentric.Intheexample,a summerpicnicissuggestedasitfitsthestyleofdress,anditbecameatrendonTikToktohavepicnicswith friendsandtheaverageTikTokdemographicmatchesBrandyMelvillesotheconsumermightidentifywith thescenario(Comunale,2009).Also,stylingtipsaresuggestedtogiveinspirationandthereisapossibilityto haveasectiononthewebsitewherecustomerscanuploadpicturesofthemselveswearingtheitemof clothing.Thiswouldcreateacommunityfeelandgivestheopportunityforimageryoftheclothingona diverserangeofpeoplewhichconsumersmayresonate(Armstrong-GibbsandMclaren,2017)withthese imagesmorethantheBrandyGirlmodels.IntermsofInstagramcaptions,thehashtagthatBrandyMelville usescanstillbeincorporatedintothecaption,however,itcouldhaveaddedsubstance(SeeappendixG).This exampleincludesthesaying“wheninRome”asitreferencestheItalianrootsofthebrandaswellasthe contextoftheshootsetting.ItisshortandsimplewhichgivesalaidbackfeelasifitistheInstagramaccount ofoneoftheBrandyGirlswhichfitsthecoolpersonality(Aaker,1997).

ONLINE CHANNELS

Arecommendationtodirectthebrandingtothe consumerwouldbetoimproveBrandyMelville’s onlinechannelsbymakinganomnichannel.Todo this,alltheonlinechannelsshouldhaveashopfeature enabled(SeeappendixH)wherepossible.However, Instagramshouldbeapriority,asitisthemainchannel fromwhichBrandyMelvilleoriginatedfrom.Another recommendationregardingBrandyMelville’sonline channelsisbringinginmoreculturalnuances.Even thoughBrandyMelvillehasanInstagramaccountfor everycountryitissituatedin,theimagerydoesnot reflecttheculturaldifferenceswhichcontributeto consumers’ideaofthebrandidentity(Vazirietal, 2021).Thismeansthatconsumersmightnotresonate (Hameide,2011)withtheimageryasitdoesnot representtheirownculture.Therefore,eithercut downtheamountofInstagramaccountsandhavejust onethatrepresentsBrandyMelvillewhichincludesa diverserangeofmodels.

OrtheotheroptionwouldbetoshapetheInstagramaccountstothecountrythatitis representingbyadaptingthemodelcastingandbecomingmoreculturallysensitive (Schroeder,2009).Thechangessuggestedwouldassistthedevelopmentofbrand valuesforBrandyMelvilleasitwouldshowthattheconsumerisattheheartofthe branding.

TREATMENTS

ThereareafewoptionsfortreatingBrandyMelville’sbrandsicknesstorepositionintoamore inclusivehigh-streetmarket.Firstly,aflagshipstorecanbeasymbolofwhatBrandyMelvillestands fortocreateconsumervalueandstrengthenbrandequity(JinandCedrola,2017).Thelocationofthe flagshipwouldbeinLondononRegentStreetasitiseasilyaccessibleandBrandyMelville’s competitorssuchasHollisterandAbercrombie&Fitcharealsolocatedthere.Thereasonforthis locationisbecauseRegentStreethastubeaccessandbeingclosetocompetitorsgivesproximitytothe targetmarket(Arrigo,2015).Attachedtotheflagshipwouldbeacaféthatcouldsellfoodandcoffee thatisfuellingforadayofshoppingthatfeaturesMarsan’soliveoilandItalian-inspiredantipastithat goesbacktoBrandyMelville’sroots.Thefoodwouldbeaestheticallypleasingtoencouragethe consumertotakephotosandpostitonsocialmedia,butitwouldalsobesuitableforthe complementaryconsumers(D’arienzo,2016)whoarethemothersorcarersoftheteenagegirls.Thisis becausethetargetdemographicisyoungandstillneedssupervision.Thecaféwouldrepresentthenew imageforBrandyMelvilleas,inanidealworld,thesizerangeoftheclotheswouldbeexpandedwith theopeningoftheflagship.Themarketingofthecaféwouldspreadthemessageoffoodbeinghealthy fuelsothattheconsumerscanparticipateintheactivitiesthattheyenjoy(SeeappendixA).Therefore, movingBrandyMelvillefromexclusivetoinclusivebyprovidingclarityinbrandvalues.

IntheBrandyMelvilleflagshipstore,allthesenseswillbeaccountedfor.Forexample,forsight,an installationofobjectslikesurfboards,carnumberplatesandrecordscanbeputonawallasastatement. ThisisbecauseBrandyMelvillehassimilarobjectsinitsnormalstoressothiswouldmaintain consistencyinbrandimage(Hameide,2011).Intermsofauditorysenses,localindiebandscouldbe invitedtoperformperiodically,asonBrandyMelville’sInstagramreelstherearemanyvideosof BrandyGirlsplayingtheguitaranditwouldalsodrawinteenstothestoretoenjoythemusic.The caféwouldstimulatetasteandsmellandwouldprovideasocialhangoutspottoencouragethe consumerstostaylongerinthestore.Also,inthecafétostimulatethetouchsense,awarmsea-like breezecouldbeblowntorecreatethefeelingofbeingonthebeach,whichmatchestheactivitiesthat thetargetconsumerenjoys.Therefore,allthesefactorswouldcreateanexperientialflagshipstorethat stimulatesthesenses.

AwaytotreatBrandyMelville’sproblemofbeingpercievedtobeuntrustworthyistodoacollaboration withatrustedbrand.Forexample,Glossierisamakeupandskincarebrandwiththemissionofgiving voicethroughbeautyandencouragingconversationabouttheideaofnaturalbeauty(Glossier,n.d.). InclusivityisasignificantbrandvalueforGlossierwhichmeansifBrandyMelvillecollaboratedwith Glossier,thiswouldshowthatitsvaluesalignwiththosethatGlossierhas.Notonlythat,butitwould expandBrandyMelville’sreachintheattemptstogainbacksalience(Hameide,2011).Thecollaboration couldinvolveanexclusivelipshadenamedBrandythatmatchesallskintonestoembracediversityandso thattheconsumercanachievetheaspirationofbeingaGlossierandBrandygirlcombined.Thismight increasethehypeforBrandyMelvilleandassociateitwithstrongerandmorepositivebrandvalues. Therefore,strengtheningthetrustthatconsumershaveforthebrand.

CONCLUSION

Tosumupthisreport,BrandyMelville’sbrandinghasbeeninvestigatedforthepurposeof providingsuggestionsonrepositioningintoamoreinclusivehigh-streetmarketand strengtheningbrandequity.ThemainproblemthatarosewasBrandyMelville’sabilityto establishmeaningfulconnectionswithitsconsumersasithasalackofsincerityand trustworthiness.Therefore,thesuggestionsincludedimprovingthebrandvoiceand copywritingaswellasdevelopingclearbrandvaluesfortheconsumertoidentifywith.It wasalsoevidentthattheproductisbeingputbeforethecustomerwhichisthereasonthat experientialbrandingwiththeintroductionofaflagshipstorewouldbebeneficialasitputs theconsumerbackintofocus.Inadditiontothat,anomnichannelcanbemadetofurther establishtheconnectiontotheconsumer’sneedsbycreatingaconvenientenvironmentfor purchasing.Also,abrandcollaborationwithGlossiercanhelptoexpandBrandyMelville byreachinganewmarketandconsolidatethebrandvaluesasitwouldalignBrandy MelvillewithGlossier'spositivebrandvalues.Bytakingontherecommendationswithin thisreport,BrandyMelvillecanexpandwithpurposeofmaintainingresponsibilityofits consumerswhilststillmakingtheall-importantprofit.

BIBLIOGRAPHY

Aaker,J.(1997)`Dimensionsofbrandpersonality` Journal of Marketing Research,34(3),pp.347-357.Doi:10.1177%2F002224379703400304.

Armstrong-Gibbs,F.,McLaren,T.(2017).`BrandManagement`.In MarketingFashionFootwear:TheBusinessofShoes(pp.180–201).London: BloomsburyVisualArts.

Arrigo,E.(2015).`Theroleoftheflagshipstorelocationinluxurybranding. Aninternationalexploratorystudy`. International Journal of Retail & Distribution Management,43(6),pp.518–537.doi:10.1108/ijrdm-08-2013-0158.

Austin,J.R.,Siguaw,J.A.andMattila,A.S.(2003).`Are-examinationofthe generalizabilityoftheAakerbrandpersonalitymeasurementframework`. Journal of Strategic Marketing,11(2),pp.77–92. doi:10.1080/0965254032000104469.

Bottomley,T.(2022).`InPictures:H&M’srevampedRegentStreetstorewith BeautyBarandH&MRental`. TheIndustryfashion,24November,Availableat: https://www.theindustry.fashion/revamped-hm-regent-street-store-reopenswith-beauty-bar-and-rental-launches/(Accessed:23December2022).

BrandyMelville(n.d.). Brandy Melville Locations.Availableat: https://locations.brandymelville.com/.(Accessed:30October2022).

Brown,S.(2016).Brandsandbranding.LosAngeles;London:Sage.

Christopher,M.(1996).`Frombrandvaluestocustomervalue`. Journal of Marketing Practice: Applied Marketing Science,2(1),pp.55–66. doi:10.1108/eum0000000000007.

Cohen,R.,Newton-John,T.andSlater,A.(2020).`Thecaseforbody positivityonsocialmedia:Perspectivesoncurrentadvancesandfuture directions`. Journal of Health Psychology,26(13), Doi:10.1177/1359105320912450.

Comunale,A(2009)`Youarewhoyouwear:Aconceptualstudyofthe fashionbrandingpracticesofH&M,Forever21andUrbanOutfitters`Journal ofCultureandRetailImage,2(1),(Accessed:3October2022).

BIBLIOGRAPHY

D’Arienzo,W.(2016).`ConsumerBrandEngagement`.InBrandManagement Strategies:LuxuryandMassMarkets(pp.231–254).NewYork:FairchildBooks.

DeFreitas,C.,Jordan,H.andHughes,E.K.(2018).`Bodyimagediversityinthe media:Acontentanalysisofwomen’sfashionmagazines`.HealthPromotion JournalofAustralia,29(3),pp.251–256.doi:10.1002/hpja.21.

Dolbec,P.-Y.andChebat,J.-C.(2013).`TheImpactofaFlagshipvs.aBrand StoreonBrandAttitude,BrandAttachmentandBrandEquity`. Journal of Retailing,89(4),pp.460–466.Doi:https://doi.org/10.1016/j.jretai.2013.06.003.

Fan,J.(2021).`BrandyMelvilleandtheYoungGeneration:visualrepresentation ofwomeninsocialmedia-Howwomenareconstructedintheadvertisements, andwhatmessagesaboutwomenaregiventoaudienceviaadvertisements?` 2nd International Conference on Humanities, Management Engineering and Education Technology,Qingdao,China,28-29August.Availableat:Y0425.docx (clausiuspress.com)(Accessed:30October2022)

Freling,T.H.andForbes,L.P.(2005).`Anempiricalanalysisofthebrand personalityeffect`. Journal of Product & Brand Management,14(7),pp.404–413. doi:10.1108/10610420510633350.

GoodOnYou.(2021). How Ethical Is Brandy Melville? Availableat: https://goodonyou.eco/how-ethical-is-brandy-melville/.(Accessed:30October 2022).

GOV.UK(2021).BRANDYMELVILLEONLINELTDoverview-Findand updatecompanyinformation-GOV.UK.Availableat:https://find-andupdate.company-information.service.gov.uk/company/09634040(Accessed:30 October2022).

Gupta,S.andRamachandran,D.(2021).`EmergingMarketRetail:Transitioning fromaProduct-CentrictoaCustomer-CentricApproach`.JournalofRetailing, 97(4).doi:10.1016/j.jretai.2021.01.008.

Hameide,K.K.(2011).FashionBrandingUnraveled,London:FairchildBooks.

Hancock,J.H.(2018).Abercrombie&Fitch’sBrand&StorePositioning. BloomsburyFashionBusinessCases.doi:10.5040/9781474208796.0041

BIBLIOGRAPHY

Hao,R.(2021).`TheInfluenceofSmallOne-sizeClothesontheFemale-With BrandyMelvilleasanExample`. Advances in Social Science, Education and Humanities Research: Proceedings of the 2021 4th International Conference on Humanities Education and Social Sciences, China,29-31October.Availableat:TheInfluenceofSmallOne-size ClothesontheFemale-WithBrandyMelvilleasanExample|AtlantisPress(atlantispress.com)(Accessed:2October2022).

Jin,B.,Cedrola,E.(2017)FashionBrandingandCommunication:CoreStrategiesof EuropeanLuxuryBrands.London:PalgraveMacmillan.

Kim,J.,Kim,M.andKandampully,J.(2009).`Buyingenvironmentcharacteristicsin thecontextofe‐service`. European Journal of Marketing,43(9),pp.1188–1204. doi:10.1108/03090560910976438.

Lancley,M.(2018). tutor2u,Availableat:https://www.tutor2u.net/hsc/reference/sociallearning-theory-bandura(Accessed:2October2022).

Lascity,M.E.(2018)Causeforcollaboration:understandingandexploringUniqlo’s co-brandingefforts.BloomsburyPublishing.

Levitt,T.(2004)`MarketingMyopia`HarvardBusinessReview,Availableat: marketing-myopia20190910-82259-6uld8v-libre.pdf(d1wqtxts1xzle7.cloudfront.net) (Accessed:10December2022).

MetaforBusiness.(n.d.).HelpYourAgencyClientsBuildBrandAwareness.Available at:https://www.facebook.com/business/goals/build-awareness/agencies.(Accessed:2 November2022).

Molina-Prados,A.,Muñoz-Leiva,F.andPrados-Peña,M.B.(2021).`Theroleof customerbrandengagementintheuseofInstagramasa‘shopwindow’forfashionindustrysocialcommerce`.JournalofFashionMarketingandManagement:An InternationalJournal,26(3),doi:10.1108/jfmm-12-2020-0275.

Peck,J.andChilders,T.L.(2003).`IndividualDifferencesinHapticInformation Processing:The‘NeedforTouch’Scale`.JournalofConsumerResearch,30(3),pp.430–442.doi:10.1086/378619.

BIBLIOGRAPHY

Posner,H,Williams,S,&Posner,H(2015).MarketingFashion,Secondedition: Strategy,BrandingandPromotion,London:LaurenceKingPublishing.

Rath,P.,Bay,S.,Petrizzi,R.andGill,P.(2015).Thewhyofthebuy:Consumer behaviorandfashionmarketing,NewYork:FairchildBooks.

Rodriguez-Moran,M.(2019).`EmotionalConnection:TheImportanceofthe BrandVoiceinSocialMediaforGlobalGrowth`.InP,Rana, Digital and Social Media Marketing,Switzerland:Springer,pp.305–312.

Schaefer,K.(2021).Swipe,scan,shop:interactivevisualmerchandising.London: BloomsburyVisualArts.

Schmitt,B.(1999).`ExperientialMarketing`. Journal of Marketing Management,15(13),pp.53–67.doi:10.1362/026725799784870496.

Schroeder,J.E.(2009).`Theculturalcodesofbranding`. Marketing Theory,9(1), pp.123–126.doi:10.1177/1470593108100067.

TheBusinessofFashion.(2017).`WhatMakesAGreatInstagramCampaign?` The Business of Fashion,31October,Availableat: https://www.businessoffashion.com/articles/marketing-pr/what-makes-a-greatinstagram-campaign/(Accessed:2October2022).

Todor,R.D.(2016).`Blendingtraditionalanddigitalmarketing`. Bulletin of the Transilvania University of Brasov. Economic Sciences. SeriesV,9(1),availableat: MicrosoftWord-06_TodorR.doc(unitbv.ro)(Accessed:11November2022).

Tuten,T.L.(2020). Social Media Marketing.SAGEPublicationsLimited.

VanSlette,S.andWaymer,D.(2016).`ExclusiveandAspirational:TeenRetailer BrandyMelvilleUsestheCountryClubApproachtoBrandPromotion:Special Section:BREAKINGTHERULES.` Case Studies in Strategic Communication,5(1), Availableat:https://cssc-ojs-utexas.tdl.org/cssc/article/view/187(Accessed:21October 2022).

Vaziri,M.,Llonch-Andreu,J.andLópez-Belbeze,P.(2021).`Brandclarityoflocal andglobalbrandsinfast-movingconsumergoods:anempiricalstudyinaMiddleEast country`. Journal of Islamic Marketing,doi:10.1108/jima-01-2020-0018.

BIBLIOGRAPHY

Vida,I.(2008)`THEIMPACTOFATMOSPHERICSONCONSUMER

BEHAVIOUR:THECASEOFTHEMUSICFITINRETAILSTORES`, Economic and Business Review,10(1),pp.21-35,70.Availableat:THEIMPACTOF ATMOSPHERICSONCONSUMERBEHAVIOUR:THECASEOFTHE MUSICFITINRETAILSTORES-ProQuest(Accessed:23December2022).

Walters,K.(2016).`MallModels:howAbercrombie&Fitchsexualisesitsretail workers` Sexualization, Media, & Society,2(2),doi:10.1177/2374623816643283.

Zhiyi,Z(2021)`AnalysisofFastFashionBrandMarketingStrategyBasedonThe FourPsofMarketingTakingBrandyMelvilleasanExample` 3rd International Conference on Economic Management and Cultural Industry,Guangzhou,China,22-24 October.Availableat:AnalysisofFastFashionBrandMarketingStrategyBasedon TheFourPsofMarketing|AtlantisPress(atlantis-press.com)(Accessed:30October 2022).