Rebranding Brandy Melville

The Ask

Pick a company of choice to create a pitch of innovative rebranding ideas to increase customer engagement.
Material

In addition to the ASK, we were required to use only primary images for this final project.
My Contribution

Aside from providing primary photos, I researched Brandy Melville’s customer demographic to develop a website rebrand and create the foundation of the Ambassador program.

Process

Brand History

When selecting a brand to focus on we decided to choose a company that has a strong customer target. Brandy Melville has issues of diversity and inclusion which was the perfect brand to rebrand. Focusing on their media presence and reputation.
Customer

Our primary target audience consists of trendy and quality-seeking girls and women aged 16 to 22 years old from middle to upper-middle-class backgrounds, who are inclined to fit in with their peers. Our secondary market targets younger girls aged 12 to 15, who are similarly influenced by current trends and look to assimilate socially, often receiving gifts from the primary target group.
Issue

Brandy Melville has been criticized for its limited sizing options, which alienate potential customers who don't fit into a narrow range. Additionally, the brand's weak media presence and lack of a compelling brand story hinder its ability to connect deeply with customers.
Rebrand Strategy

Our rebrand began with a strong media presence with a collaboration with Gracie Abrams. In addition to a college ambassador program to showcase the new “Brandy Melville Girl” image.