One Size Fits All Analysis

I remember the first time I went into the store myself. The top 40 pop hits blasting, and beautiful girls everywhere folding clothes and welcoming you with a smile. I walked over to a cute shirt I liked and began rummaging through the rack to find my size. I pushed past shirt after shirt before I noticed the tag reading “one size fits all”; in that moment my heart sank. Brandy Melville, the clothing company, tries to create an image of this welcoming environment for their shoppers; yet their largest slogan and policy completely contradicts this considering they are anything but open and inviting to consumers. Brandy Melville may not advertise this idea blatantly through their commercials, but it is through their clothing tags around the world

Brandy Melville is an up and coming clothing brand that was created about 15 years ago by an Italian designer Silvio Marsan and his son Stephan Marsan. The brand is marketed towards teen girls and has only been getting increasingly popular as years go on, their popularity spiking up mainly in 2014. The frightening thing to me is that it is not just the clothes that are becoming popular, but their slogan and ideology along with it. If you walk into any Brandy store and look at the tag on their clothing you will see “Brandy Melville – One Size Fits All”, the first question that pops into my head when seeing this is, “What the fuck?” Why would a company want to only target one specific audience of people and limit their range of consumers? Well, I believe it is because Brandy may not admit it, but they only WANT to sell to one specific group: skinny, beautiful girls. By only creating outfits that are marketed towards tiny teen girls that fit the ideal “one size” (and that one size is often a size small or extra small) they are targeting a specific group in society, makings their company anything other than accepting of different