The paper deals with the well-known clothing company Brandy Melville (BM) and its future. On the one hand, the label is relatively trendy in younger age groups, and the concept of “one-size-fits-all” is unique compared to competitors in the segment. On the other hand, several news reports and equality advocates opened an ongoing controversy regarding its exclusive brand culture and stereotypical representations of women.
Nowadays, information spreads extensively fast. So this is a sincere legitimacy crisis for BM. Since the research is here to support the client BM from the trouble they met in their growth trajectory, the paper has developed both strategies and actions with the help of a literature analysis.
Table of Contents
- Introduction
- RQ: How should Brandy Melville approach a strategic new orientation towards their publicly perceived legitimacy to address the brand value issues of exclusiveness, gender and race discrimination?
- Organizational problem & media analysis
- Organizational problem formulation
- Short explanation of relevant organizational aspects
- Justification of the media analysis approach
- Media analysis
Objectives and Key Themes
The objective of this project is to analyze the legitimacy crisis faced by Brandy Melville due to accusations of exclusiveness, gender, and race discrimination and to propose strategic communication solutions to address these issues and regain public trust. The project aims to provide actionable strategies for improving Brandy Melville's brand image and mitigating negative consequences.
- Brand Legitimacy and Social License to Operate
- Strategic Communication and Stakeholder Engagement
- Impact of Social Media on Brand Image
- Diversity, Inclusivity, and Ethical Brand Practices
- Crisis Communication and Reputation Management
Chapter Summaries
Introduction: This chapter introduces Brandy Melville, a clothing company known for its "California girls" style and "one-size-fits-all" approach. It highlights the brand's popularity amongst younger demographics while also acknowledging the significant controversy surrounding its exclusive brand culture and stereotypical representations of women. The chapter establishes the brand's legitimacy crisis stemming from widespread negative publicity and the need for strategic communication to address these issues. The central research question is posed: How should Brandy Melville strategically reposition itself to address its brand value issues regarding exclusiveness, gender, and race discrimination?
RQ: How should Brandy Melville approach a strategic new orientation towards their publicly perceived legitimacy to address the brand value issues of exclusiveness, gender and race discrimination?: This section formally presents the research question guiding the analysis of Brandy Melville's situation. It emphasizes the need for a strategic reorientation to address the company's issues with brand legitimacy, focusing on the core problems of exclusiveness, gender, and race discrimination.
Organizational problem & media analysis: This chapter delves into the specifics of Brandy Melville's organizational problems. It details the criticism surrounding the brand's exclusive culture, stereotypical representations of women, and the "one-size-fits-all" policy, highlighting the discrepancy between its communicated and perceived corporate identity. The analysis examines how these issues negatively affect brand legitimacy and the social license to operate, particularly focusing on the lack of responsiveness to stakeholder concerns. The chapter also justifies the use of media analysis to understand public perception and informs the overall strategy.
Brandy Melville Legitimacy Crisis: FAQs
What is the main focus of this document?
This document provides a comprehensive overview of a project analyzing Brandy Melville's legitimacy crisis. It examines the brand's issues with exclusiveness, gender and race discrimination, and proposes strategic communication solutions to rebuild public trust.
What are the key themes explored in this project?
The key themes include brand legitimacy, strategic communication, stakeholder engagement, the impact of social media, diversity and inclusivity, ethical brand practices, and crisis communication and reputation management.
What is the central research question?
The central research question is: How should Brandy Melville approach a strategic new orientation towards their publicly perceived legitimacy to address the brand value issues of exclusiveness, gender and race discrimination?
What are the main chapters and their summaries?
The document includes an introduction outlining Brandy Melville's background and its legitimacy crisis. A section dedicated to the research question itself further clarifies the scope of the analysis. The core chapter focuses on Brandy Melville's organizational problems and a media analysis to understand public perception of the brand's issues.
What methodologies are used in this analysis?
The primary methodology appears to be media analysis, used to understand public perception of Brandy Melville and inform strategic communication recommendations.
What is the overall objective of this project?
The objective is to analyze Brandy Melville's legitimacy crisis and propose actionable strategic communication solutions to address the brand's issues with exclusiveness, gender, and race discrimination, ultimately aiming to improve its brand image and mitigate negative consequences.
What specific problems does the analysis address concerning Brandy Melville?
The analysis addresses criticisms surrounding Brandy Melville's exclusive brand culture, stereotypical representations of women, and its "one-size-fits-all" policy. It highlights the discrepancy between the brand's communicated and perceived corporate identity and the negative impact on its legitimacy and social license to operate.
What type of document is this?
This is a language preview which includes the title, table of contents, objectives and key themes, chapter summaries, and key words for a larger project analyzing Brandy Melville's brand legitimacy issues.
- Quote paper
- Julien Brühl (Author), 2021, Strategies for Brandy Melville to Address the Brand Value Issues of Exclusiveness, Gender and Race Discrimination, Munich, GRIN Verlag, https://www.grin.com/document/1172349
