Social Listening

 Brandy Melville 

My Interest:

   I've been intrigued by Brandy Melville's presence in the fashion industry for a while, especially since so many people my age, including me, wear it so often. The brand is known for its cute, trendy clothes, simple designs, and that laid back, California girl vibe that’s super popular right now. It’s also affordable and easy to style, which makes it a go-to for everyday outfits. Walking into a Brandy Melville store feels cozy and familiar, with its minimalist decor, soft lighting, and shelves of comfy basics, it creates a very specific aesthetic that’s clearly intentional.

At the same time, I’ve seen a lot of posts and articles online calling the brand out for things like lack of diversity, unfair hiring practices, and even toxic workplace culture. That contrast between the polished image and the criticism made me want to look closer. Why is a brand so many people love also getting so much backlash? What are people really saying, not just in marketing campaigns, but in comments, reviews, and news coverage? I wanted to explore how the brand is seen today across both social media and major news sources to get a more complete picture. 

        What People are Saying:

    Brandy Melville is widely recognized for its signature look, often featuring skinny, white models wearing minimal, fitted clothing. While this aesthetic has helped the brand gain a loyal following, it’s also been the source of major criticism. One of the most controversial aspects of Brandy Melville is its “one-size-fits-all” approach to sizing. In reality, that one size tends to cater to smaller, thinner body types, leaving many customers feeling excluded or frustrated when the clothes don’t fit properly. This sizing policy has sparked conversations across social media, with users sharing their personal experiences of being unable to wear Brandy clothing, even if they loved the style.

Despite the criticism, there are still many people who enjoy the brand for its trendy, easy-to-style pieces and cozy store atmosphere. However, the lack of size inclusivity and limited representation in their marketing has led to a growing backlash. Many have called out the brand for not showing diversity in terms of race, body shape, and overall inclusivity — especially considering how influential it is among teens and young adults. As more people speak out online, it’s becoming clear that while Brandy Melville may have built its image on a specific look, today’s customers are demanding more from the brands they support.

On the News: 

    In recent years, Brandy Melville has faced intense scrutiny in the media, especially following the release of the 2024 HBO documentary Brandy Hellville & the Cult of Fast Fashion. The documentary uncovered serious allegations about the brand’s internal culture, including discriminatory hiring practices, racism, and body shaming. Former employees revealed that staff were often hired or fired based on their looks, and many felt pressured to conform to a very specific body image, typically white and very thin. Reports also exposed inappropriate behavior among executives and offensive jokes being shared at the top levels of the company.

In addition to the toxic workplace environment, Brandy Melville has been criticized for its role in the fast fashion industry and its environmental impact. Though the brand promotes its clothes as “Made in Italy,” investigations suggest that production often takes place under questionable labor conditions. Unsold clothing has also reportedly ended up as waste in countries like Ghana, contributing to global fashion pollution. Despite these issues, the brand remains popular with young shoppers, raising concerns about how much consumers value ethics over aesthetics.

Social Media: 

Brandy Melville gets a lot of attention on social media — both good and bad. On apps like TikTok, Instagram, and X (Twitter), people talk about how cute and stylish the clothes are, and many post outfit videos or shopping hauls from the store. The brand’s simple, laid-back look is really popular with teens and young adults, and their social media feeds are filled with trendy photos that fit a certain aesthetic. But at the same time, there’s been a lot of criticism. A big issue people have is the brand’s “one-size-fits-all” policy. In reality, the clothes mostly fit smaller body types, and many people have said they felt left out or upset when the clothes didn’t fit them. Some even said it made them feel bad about their bodies or pressured to lose weight just to wear the brand. On TikTok especially, there are lots of videos where people share how Brandy’s sizing made them feel insecure or hurt their self-confidence.

Even though the brand has been called out, it’s still really popular online. Tons of users still love the clothes and post about how much they like the style. But more and more people are starting to ask why Brandy doesn’t show more body types, skin tones, or sizes in their ads and social media. A lot of users are saying it’s time for the brand to be more inclusive and reflect the real diversity of its customers. Some influencers have even stopped promoting Brandy because of the lack of diversity and the stories shared by former employees. While Brandy Melville is still trending and has a big fanbase, the pressure from social media is growing. People are starting to care more about what a brand stands for — not just how the clothes look — and Brandy might need to change if it wants to stay popular in the long run.

Company Background - Value Proposition: 

    Brandy Melville is an Italian fast-fashion brand founded in the 1980s by Silvio Marsan. The brand gained significant popularity after opening its first U.S. store in Los Angeles in 2009. Brandy Melville targets teenage girls and young women, offering trendy, minimalist clothing that embodies a laid-back California aesthetic. Their value proposition centers on providing affordable, stylish apparel that aligns with the "cool girl" image many teens aspire to. Notably, the brand has adopted a "one-size-fits-most" approach, which has been both a defining feature and a point of contention.​

Social Media Presence & Marketing: 

    Brandy Melville has built its brand primarily through social media, especially Instagram, where it boasts over 3 million followers (@brandymelvilleusa). The brand's feed is curated to resemble a teenage girl's lifestyle, featuring candid shots of young women in everyday settings wearing Brandy Melville clothing. This strategy creates a sense of authenticity and relatability, encouraging followers to engage with the brand and aspire to the "Brandy girl" lifestyle. The company rarely uses traditional advertising, instead relying on user-generated content and influencer partnerships to promote its products. This approach has been effective in creating a strong community around the brand and driving sales through organic reach.

For me, I’ve never actually seen Brandy Melville’s official content pop up on my social media feeds. I didn’t follow the brand directly or see their ads, so my awareness of Brandy came from a different angle, mostly through friends and other content creators. A lot of the time, I would compliment someone on a cute outfit and they’d tell me it was from Brandy Melville. That’s how I started recognizing the brand’s style. It was always simple, trendy, and looked effortlessly put together. Over time, I noticed more people around me wearing it, and it sort of became a quiet trend in my social circle. Even though I wasn’t following the brand online, it still found its way to me through word of mouth and everyday conversations. That’s what actually made me more curious about the company, more specifically, how it could have such a strong influence without me ever directly engaging with their posts or marketing.

Marketing Analysis & Challenges:

    Brandy Melville’s marketing strategy has often been praised for how well it connects with its target audience, especially teenage girls and young women. Without relying on traditional advertising like commercials or magazine spreads, the brand has used platforms like Instagram and TikTok to grow its image and popularity. It focuses heavily on a specific look, minimalist, casual, and effortlessly trendy, and presents this through carefully curated photos of thin, white models in relaxed, everyday settings. This aesthetic has become easily recognizable, helping Brandy build a strong brand identity and a loyal following of customers who want to be part of the “Brandy girl” lifestyle.

However, this approach also creates major limitations. The brand’s heavy focus on one body type and one style of beauty excludes a large portion of potential customers who don’t see themselves represented. In a time when more people are speaking up about the importance of body positivity, racial diversity, and inclusive fashion, Brandy Melville’s narrow marketing risks making the brand seem outdated or out of touch. As cultural values continue to shift toward celebrating all shapes, sizes, and backgrounds, the brand faces a big challenge: how to stay relevant and expand its audience while staying true to its image. If Brandy doesn’t begin to embrace inclusivity in its marketing and products, it could lose customers to more diverse and forward-thinking brands that are better aligned with today’s social values.

Company Response and Recommendations:

To date, Brandy Melville has not publicly addressed the criticisms regarding its sizing policies, lack of diversity, or workplace culture. This silence may be perceived as indifference, potentially damaging the brand's reputation. As a brand manager, I would recommend the following actions:​

1. Expand Sizing Options: Introduce a wider range of sizes to accommodate diverse body types, demonstrating a commitment to inclusivity.

2. Diversify Representation: Feature models of various races, sizes, and backgrounds in marketing materials to reflect the diversity of the customer base.​

3. Address Workplace Culture: Implement transparent hiring practices and provide training to foster an inclusive and respectful work environment.​

4. Engage with the Community: Use social media platforms to engage in open dialogues with customers, addressing concerns and showcasing efforts to improve.​

    In summary, if I were the brand manager for Brandy Melville, I would take a much more active and intentional approach to social media, especially in responding to criticism and showing growth. Right now, the brand remains mostly silent in the face of controversy, which sends a message that they’re either unaware or unwilling to change. I would change that by first issuing a public statement across all major platforms (Instagram, TikTok, X, and the company website) acknowledging the valid concerns about lack of size inclusivity, diversity, and past workplace culture. It’s important not to be defensive, customers want honesty and accountability, not perfection.

I would then launch a visible campaign showing real changes: for example, featuring models of different sizes, races, and backgrounds in regular posts, and not just for one campaign, but as a permanent shift in branding. I’d also use Stories, Reels, and TikTok videos to share behind-the-scenes content from the design team or employees talking about efforts to improve sizing and workplace culture. I’d partner with a diverse group of micro-influencers to model Brandy clothes and share authentic content, rather than sticking to the usual "Brandy look."

Outside of social media, I would expand sizing in-store and online, and clearly label pieces with more than one size. I’d also suggest creating a diversity and inclusion team within the company to ensure these changes are reflected internally, not just in marketing. Hosting community events or pop-ups that encourage customer feedback could also help rebuild trust. Staying silent or ignoring feedback is not a good long-term strategy. Being open, responsive, and committed to change would help Brandy Melville keep its customers and earn the respect of new ones.

What I Learned: 

    From this assignment, I learned how important it is for brands to not only build a strong image, but also to be aware of how that image impacts people. Brandy Melville has been very successful at creating a recognizable aesthetic and building a loyal customer base without using traditional advertising, but that success also comes with responsibility. I realized how much influence social media has on a brand’s reputation, especially when customers start sharing their personal experiences. A brand can no longer hide behind perfectly curated posts if its practices don’t align with what people value, like inclusivity, representation, and transparency.

I also learned how important it is for companies to engage with their audience in meaningful ways, not just to promote products, but to respond to feedback and make real changes when needed. Through researching this brand, I got a better understanding of how marketing and public perception are deeply connected, and how companies must adapt their strategies to meet the expectations of today’s socially aware consumers. It reminded me that effective marketing isn’t just about selling something—it’s about building trust and standing for something people can believe in.