Brandy Melville PR Plan Final

Jessica, Taneema, Kara

Group 3

Situation Analysis

Brandy Melville is an Italian-founded clothing brand that quickly associated itself with American culture. Founded in the early 1980s by Silvio Marsan and his son Stephan Marsan, Brandy Melville originally started as a small boutique. The clothes were inspired by California and encompassed laid-back, minimalist fashion. The name Brandy Melville came from blending the American and English cultures of Brandy, an American girl, and Melville, an English boy. The company slowly created a name for itself as the brand took off with the defining American style that it captured. Brandy Melville expanded to its first location in the U.S. in Los Angeles in 2009. The brand quickly became a favorite among teens and young adults due to its simplicity and versatile clothing options. Entering the market at a time when the digital age had just taken off, Brandy Melville quickly entered the spotlight, surging popularity through Tumblr, Instagram, and YouTube. Controversies around the brand began around 2015, quickly after the brand had gained significant popularity and expanded its presence. The four main controversies surrounding Brandy Melville are one-size-fits-all sizing, lack of racial and body diversity, discrimination allegations, and cultural appropriation accusations. In April of 2024, HBO released a documentary titled Brandy Hellville & The Cult of Fast Fashion that resurfaced many of the allegations faced by the company over the years. While adding a new focus to the cheap and fast production of their trendy clothing, the documentary also touched on many other controversies such as the lack of overall diversity in the clothing and culture.

Our PR agency, JTK PR, will develop and execute a strategic public relations program for Brandy Melville aimed at rebuilding trust and enhancing its image by addressing key controversies transparently. It will help the brand strategically communicate its response to the allegations, repair its damaged reputation, and shift public perception. Brandy Melville has not suffered significant financial losses due to the documentary but has faced backlash and reputational damage to their brand. We feel a strategic PR program is needed to align its brand image with the values of modern consumers who prioritize diversity, inclusivity, and ethical practices. Without a strategic approach, the brand risks further alienating its audience and losing market share.

By implementing a strategic PR plan, Brandy Melville can demonstrate its commitment to change, rebuild consumer trust, and reposition itself positively. Through a PR plan, and our campaign “Re-Brandy Melville,” Brandy Melville can rebrand and build a new name for themselves while staying true to the laid-back, California-inspired fashion that they’re infamous for.

Background:

Throughout the emergence of the company, Brandy Melville has faced controversial issues including workplace discrimination, environmental concerns, a lack of ethical inclusivity, mental health implications, and a consequential risk of limited long-term consumer loyalty. Similar to many fast-fashion brands, Brandy Melville contributes significantly to textile waste, landfill accumulation, and inconsideration to local communities in terms of sustainability. Beyond their dismissive manner towards environmentally friendly practices, their one-size-fits-all approach has limited sales, affected the mental health of both employees and consumers and gradually damaged the reputation of their brand. By promoting an unrealistic body image through their clothing and employees, consumers’ self-esteem and happiness are significantly affected, forming an extremely unappealing portrayal of the brand.

The start of controversy on social media platforms towards Brandy Melville began shortly after the HBO documentary, Brandy Hellville & The Cult of Fast Fashion was released in early 2024. The documentary highlighted the discrepancies between what employees and consumers were seeing and brought the issues of racism, poor environmental practices, and toxic work conditions to light. Although many documentaries and talks have circulated the brand today, legal cases arose in 2020 when the Canadian licenses sued the company for racist-driven policies resulting in a costly settlement and the closing of several stores. Following this lawsuit, ex-employees of Brandy Melville launched a class-action lawsuit against the brand in 2022 which settled for $1.5 million. With multiple lawsuits encompassing serious allegations of racism along with documentaries and the continuous social media uprising against the brand, Brandy Melville requires serious action to see any type of change.

Research Recommendations:

To fully understand the challenges facing Brandy Melville and develop an effective PR strategy, it’s essential to go beyond existing data on past controversies, lawsuits, and public backlash. While the HBO documentary and lawsuits have revealed significant issues such as workplace discrimination, exclusionary practices, and environmental concerns, additional research is needed to gain a comprehensive understanding of the brand’s current standing. This includes exploring consumer perceptions post-documentary, analyzing social media content for patterns of exclusion, and evaluating internal practices to identify areas for reform. This research will provide insights that ensure PR strategies are impactful with messages that get across to the correct audiences. We recommend the following:

1. Consumer Sentiment Analysis
   We recommend consumer surveys to gauge current consumer perceptions of Brandy Melville's post-documentary. The focus of the survey will be identifying key concerns, such as exclusionary practices, and gathering suggestions for improvement. This data will help tailor messaging by highlighting specific areas for reform in future PR campaigns.
2. Competitive Analysis
   A competitive analysis will help evaluate how other brands Aerie and H&M have successfully navigated similar challenges. This research can identify strategies to remain competitive while adopting more inclusive and sustainable practices after their backlash.
3. Social Media Content Audit
   An analysis of Brandy Melville’s historical social media posts will help to uncover patterns of exclusionary content – what influencers and models have consistently been featured, and who has been left out? The results will be used to compare them to competitors’ inclusive strategies to further see social media gaps and opportunities to align with modern diversity and inclusivity standards.
4. Internal Culture and Practices Review
   We also recommend hiring a third-party HR consultancy to conduct anonymous employee surveys and interviews. This will help to understand employee perceptions and find where things are working, as well as uncover specific workplace issues, including potential discrimination and toxic environments, and provide a clear direction for internal reforms.
5. Focus Groups with Target Demographics
   We also recommend conducting focus groups with diverse consumer segments, including plus-size individuals and underrepresented communities, to explore their expectations for inclusivity in fashion. This qualitative research will inform more representative product offerings and marketing campaigns.

SWOT Analysis

Strengths:

1. Strong Brand Identity: Brandy is still perceived as a symbol of laid-back, California-inspired fashion, appealing to a specific aesthetic that resonates with Gen Z and young millennials.
2. Social Media Presence: Brandy leveraged social media platforms early to build a loyal customer base that stands with the brand even through controversies.
3. Cost Efficient: One-size production reduces manufacturing needs and inventory management, leading to higher profit margins, as clothes are quickly produced and sold for a lower cost.

Weaknesses:

1. Reputation for Exclusion: The one-size-fits-most approach and lack of diversity in marketing and hiring alienate a large segment of potential customers.
2. Ethical Concerns: Fast fashion, mass producing replicated trends to sell at a lower cost, tarnish Brandy’s reputation, even if they are cost-efficient. This does not align with Brandy’s target audience, Gen Z and young millennials, who are sustainability-conscious and hold brands accountable.
3. Limited Public Engagement: Over the years, Brandy Melville has been reticent in addressing public criticism, which has led to more negative perceptions. Not acknowledging controversy prevents the brand from managing its reputation.

Opportunities:

1. Rebranding and Diversity Initiatives: Introduce more inclusive sizing, diverse models, and representation in campaigns and social media to align with modern consumer values, particularly those of Gen Z. This will allow for the opportunity to address long-standing criticisms and controversy.
2. Transparency in Supply Chain: Brandy can rebuild trust with socially conscious consumers by being transparent about how their products are manufactured. They could address the concerns prevalent in the HBO documentary about the ethics of fast fashion.
3. Collaborations and Partnerships: Work with diverse influencers or organizations promoting inclusivity and sustainability to reshape brand perception. This could gain a whole new audience and reposition Brandy as a brand that caters towards social responsibility and diversity/inclusion.
4. Active Crisis Management: Use the HBO documentary as a turning point to acknowledge past mistakes and outline specific changes moving forward. This would show Brandy is a brand that can take accountability and has a willingness to evolve past controversy.

Threats:

1. Continued Backlash: The documentary Brandy Hellville has resurfaced old controversies, keeping the brand under public scrutiny. This ongoing negative media attention disproportionately affects the brand’s most important demographic – Gen Z – who consume the most media.
2. Competition: Competitors like H&M, Zara, and Urban Outfitters offer similar styles with more inclusive practices, potentially drawing customers away. These companies have been more transparent over business practices, and have taken accountability through improving diversity, sizing, and sustainability,
3. Shifting Consumer Expectations: Modern consumers like Gen Z increasingly prioritize transparency, ethical production, and diversity, making it hard for Brandy to be perceived positively after their controversies. With these new consumer expectations, Brandy will not be viewed the same as it was in 2009 when the first U.S. store opened.

Objectives

1. Informational Objectives

1. Increase brand awareness by educating 20% of the target audience about the inclusivity launch via social media.

2. Motivational Objectives

1. Boost participation in online campaigns, contests, giveaways, etc. by 15% within a year.
2. Achieve a 10% sales increase in sales for inclusive sizing lines within the first six months of launching inclusive sizes.

3. Reputational Objectives

1. Achieve a 20% increase in positive media impressions on social media and customer service platforms within the next 12 months.
2. Collaborate with 50 influencers with a reach of over 1 million followers within the first year.

Audiences

a. Define and segment the target audience(s) with clear, specific criteria.

1. Primary Audience

1. Demographics: Teens and young adults (ages 13-25), mainly female-identifying who have an interest in circulating fashion trends.

1. Financial background: middle to upper-class prospective audiences. Individuals who have the means for disposable income for fast fashion. Affordable, trendy clothing is desirable for them.
2. Geographic background: Urban and suburban areas in the U.S., Europe, and specific East Asian markets. The main focus is on larger fashion-centered cities with influence such as Los Angeles, Milan, New York City, London, and Tokyo.
3. Behavioral Background: active on social media platforms including TikTok, Instagram, Pinterest, and more. Influenced and inspired by media influencers and pop culture. Enrolled in school.

2. Secondary Audience

1. Demographics: Adults (ages 35-45), mainly female-identifying who may be interested in fashion trends.

1. Financial background: middle to upper class with a higher disposable income but are conscious of the value they receive for their dollar.
2. Geographic background: residence in major metropolitan areas such as Boston, Chicago, New York City, Los Angeles, and more.
3. Behavioral Background: Obtained job stability. Uses media platforms such as Facebook, Instagram, and Linkedin. Have children who like trendy clothes.

Strategies and Tactics

Objective: Increase brand awareness by educating 20% of the target audience about the inclusivity launch via social media

• Strategy: Increase brand transparency and inclusivity messaging that highlights Brandy Melville’s commitment to ethical practices, diversity, and inclusion.

• Tactic 1: We recommend adding an “About Us” page to the website detailing the brand's new inclusivity goals, sustainability efforts, and actions towards more ethical production.
• Tactic 2: You also could add a “Working Towards Change” section, with updates on diversity hires and progress toward offering expanded size ranges.
• Tactic 3: Release a press release about how Brandy will be offering traditional sizing in some of the most popular clothing styles.

Objective: Increase the number of repeat customers by 10% over a year, boost participation in online campaigns, contests, giveaways, etc. by 15% within a year, and achieve a 10% sales increase in sales for inclusive sizing lines within the first six months of launching inclusive sizes.

• Strategy:  Develop a multi-channel engagement plan that fosters a strong sense of community by directly involving consumers in brand conversations and initiatives.

• Tactic 1: We recommend increasing interaction on social media by replying to comments, liking user posts, and leaving thoughtful comments on videos like Brandy hauls.
• Tactic 2: Live Q&A sessions and other engaging events to establish a better connection with consumers.
• Tactic 3: Launch a user-generated content campaign, encouraging customers to share their own Brandy looks using #rebrandy. Select random posts for Brandy's gift card giveaway.

• Strategy: Drive repeat purchases through implementing a loyalty and rewards program.

• Tactic 1: Implementing a points-based loyalty program could get customers to frequently shop with Brandy and is something that many competing brands have.
• Tactic 2: utilize existing platforms as ways to gain loyalty points, such as points for those who engage with you on social media platforms.
• Tactic 3: Introduce exclusive rewards and experiences for loyalty members, such as early access to new clothes, members-only sales, or first access to events like pop-ups.

Objective: Achieve a 20% increase in positive media impressions and collaborate with 50 diverse influencers.

• Strategy: Showcase inclusivity that authentically reflects diverse identities, body types, and ethnicities through visual representation both online and in-store.

• Tactic 1: We recommend that you introduce an extended size range for at least some of the clothes, moving away from the “one-size-fits-most” that has been controversial. This emphasizes inclusivity by offering XS-XXL in popular styles and showing that Brandy is for anyone.
• Tactic 2: Update the Brandy website regularly to feature a diverse range of models representing different body types, ethnicities, and styles. We recommend that when you recruit models, you try to recruit a more diverse group of people, and when you use store workers as models, you are inclusive with who you choose.
• Tactic 3: For your influencer collaborations, choose ones from different backgrounds and different followings, Consider using micro-influencers occasionally to be sure to reach the goal of 50.

Additional Strategy and Tactic

• Strategy: Take initiatives to work with a non-profit organization, such as Textile Exchange whose goal is to drive beneficial impacts on climate and nature across the fashion industry, and The Body Positive, an organization founded to create a lively, healing community that offers freedom from harmful societal messages that keep people trapped in a struggle with their bodies.

• Tactic 1: Develop and promote collections in partnership with the non-profits.
• Tactic 2 : Add the partnerships to the website, regularly updating this page about the work being done.
• Tactic 3: Invite people from Textile Exchange and The Body Positive to do Instagram Lives and post on the Brandy social media accounts.

Key Messages Based on Strategies and Tactics:

1. Brandy Melville is now different than its past and has pivoted from its criticisms
   We acknowledge the past and are focused on creating a brand that reflects the values of inclusivity, sustainability, and self-love. We’ve listened to the feedback from our customers and have taken significant steps to evolve. Brandy Melville is not just about fashion – it’s about making a space where people feel accepted and supported, with a renewed commitment to creating a positive impact on both the fashion industry and the world at large.
2. Brandy Melville is committed to inclusivity
   We believe that fashion should be for everyone. Brandy Melville is dedicated to offering a diverse range of sizes, styles, and designs that reflect the variety and uniqueness of our customers. Our goal is to make everyone feel welcome and represented, celebrating all body types, backgrounds, and identities.
3. Brandy Melville is taking steps towards sustainability and being transparent about these steps
   At Brandy Melville, we are committed to creating a positive environmental impact. We are working to reduce our carbon footprint by adopting sustainable practices throughout our supply chain. This includes working towards using eco-friendly materials, sustainable manufacturers, and being transparent about our progress.
4. Brandy Melville cares about their consumers
   We prioritize the well-being of our customers and strive to create products and experiences that make them feel seen, valued, and celebrated. Our commitment goes beyond just selling clothes – we want to create a community where everyone feels empowered and heard. From our diverse range of products to our partnerships with organizations that promote body positivity and sustainable fashion, we are dedicated to making a positive difference.

Timeline

Budget

Evaluation

Quantitative

1. Social media reach, engagement, and impressions:

• Total number of users who saw/interacted with influencer campaign posts.
• Number of times users watched and interacted with videos.
• Comparisons in sales before each campaign post. The type of audience that the posts were reaching.
• Total number of reposts/views under #rebrandy.

2. Website traffic:

• The total number of people who visited, scrolled, and shopped through the Brandy Melville website after the PR plan became active.

3. Foot traffic:

• Total number of people who visited, browsed, and shopped through the Brandy Melville store after the PR plan became active.

4. Content Giveaways/Contests Engagement:

• Total number of entries in contests and campaigns linked to inclusivity and diversity efforts (15% target increase).

5. Sales:

• Total statistical value of purchases mainly those with size variations (10% target increase).
• Total statistical value of returning/repeat customers (10% target increase over 12 months).

6. Collaborations:

• The number of influencers who chose to collaborate with Brandy Melville (target goal = 50).

Qualitative:

1. Consumer perception:

• Quality of feedback posted on social media through comments on influencer campaign posts and Brandy Melville accounts.
• The general tone of media conversations.

2. Surveys:

• Intel provided from customer surveys about inclusivity efforts and the overarching campaign.

3. Media Outlook:

• The general tone of press coverage through larger media outlets especially those that covered the release of the Brandy Hellville documentary.

4. Employee and ex-employee feedback:

• Internal surveys among previous and current employees on their outlook on the new rebranding.

5. Influencer responses:

• Influencer responses to Brandy Melville’s outreach – Were they happy and willing to participate in the rebranding promotion? How did they feel about the collaboration?

6. Brand reviews:

• Degree of positive/negative reviews left on Brandy Melville’s website and third-party sites.

7. CSR evaluation:

• The extent to which consumers believe in the positive sustainability changes the company has made.