The Psychographics of Brandy Melville
The Psychographics of Brandy Melville Brandy Melville has become a household name for most households with people under the age of 20. Despite this, I have never seen an ad for Brandy clothes. This makes sense, considering that classic advertising, like that of other market-dominating brands like Nike, Adidas, Calvin Klein, Lululemon, etc is the opposite of what appeals to their target audience. Brandy Melville has found its marketing success in psychographics, the study and classification of consumers based on attitudes and aspirations. Brandy Melville has developed the perfect person to fit their store’s image. This imaginary person that acts as the ideal Brandy shopper is just vague enough to entice and appeal to a variety of consumers. This person tends to be a young girl as under the societally accepted heteronormative mindset, masculine-identifying figures aren’t usually respected for wearing the skirts and dresses Brandy sells (which...
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