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
1. Introduction
2. Organizational problem & media analysis
2.1 Organizational problem formulation
2.2 Short explanation of relevant organizational aspects
2.3 Justification of the media analysis approach
2.4 Media analysis
3. Critical focused literature
3.1 Legitimacy
3.2 Corporate Social Responsibility
3.3 Code of ethics
3.4 Interaction on social media
3.5 Storytelling
3.6 Genuineness
4. Advice
4.1 Storytelling
4.2 Effective interaction with stakeholders
4.3 Crisis response strategy and Corporate Social Responsibility
5. Conclusion
Research Objectives and Themes
This project aims to address the ongoing legitimacy crisis faced by the fashion brand Brandy Melville, which has been severely criticized for its exclusive brand culture, stereotypical representation of women, and allegations regarding discriminatory hiring practices. The primary research question investigates how the company can strategically orient its communication to regain perceived legitimacy and effectively address these critical socio-political issues.
- Analysis of the brand's current legitimacy crisis and its impact on corporate reputation.
- Evaluation of media coverage and stakeholder perceptions regarding the brand's controversial practices.
- Development of strategic communication advice centered on storytelling and inclusivity.
- Implementation of agile crisis response strategies and corporate social responsibility (CSR) initiatives.
Excerpt from the Book
Storytelling
First of all, we need to consider the credibility disadvantage. To tell an appealing and cohesive story, the CEO should illustrate the initial ideas when funding the company, highlighting the mission to create affordable, good-quality clothes for free-spirited, youthful young women. Herewith, the label emphasizes the inexpensiveness, ease and comfort of their product range. This step gives the audience knowledge about Brandy Melville's brand values and culture. Then the story should continue with some struggles and obstacles the CEO overcame at the beginning of their business. Being established by two people in the 70s, Brandy Melville had no emphasis on advertising but purely relied on word-of-mouth. A vivid language with humour should be deployed to portray the details, add to the richness of the contents and enhance narrative transportations. The climax comes when the story reaches how Brandy Melville, with a “one-size” policy, opened its first store in Los Angeles in 2009, followed by rapid growth to a famous global brand in six years. Thus portraying the story of how a small brand struggled for decades and finally became successful might influence the affections, attitudes, and cognition of the audience towards the brand, shifting their attention from negative allegations to an appealing and sincere story of the journey of Brandy Melville. Moreover, Brandy Melville should state their ethical principles in conducting the business as a part of the story by portraying a working environment that is free from discrimination. So, the story indicates that they promote diversity and equity of opportunities in the organization.
Summary of Chapters
1. Introduction: Presents the background of the fashion brand Brandy Melville and identifies the core challenges regarding its brand legitimacy, body image ideals, and discriminatory allegations.
2. Organizational problem & media analysis: Formulates the central problem of declining follower counts and public criticism while providing a detailed analysis of media reports and social media dynamics.
3. Critical focused literature: Reviews relevant theories on legitimacy, corporate social responsibility, codes of ethics, and narrative persuasion to build a foundation for the proposed solutions.
4. Advice: Provides actionable recommendations for the brand, including the adoption of storytelling, improved stakeholder engagement, and a specific crisis response strategy.
5. Conclusion: Summarizes the study’s findings and reiterates that transparency and strategic changes in corporate communication are essential for restoring brand legitimacy.
Keywords
Brandy Melville, Brand Legitimacy, Corporate Social Responsibility, Crisis Communication, Storytelling, Stakeholder Engagement, Social Media, Brand Identity, Inclusivity, Fashion Industry, Reputation Management, Narrative Persuasion, Ethical Business Practices
Frequently Asked Questions
What is the core subject of this research paper?
This paper examines the ongoing legitimacy crisis of the fashion brand Brandy Melville, which is struggling with negative public perception due to its exclusive branding, discriminatory practices, and non-inclusive body standards.
What are the primary thematic areas covered?
The study centers on brand legitimacy, corporate social responsibility (CSR), stakeholder communication, organizational identity, and the use of narrative strategies to navigate crises.
What is the main objective of this study?
The goal is to determine how Brandy Melville can strategically adjust its communication to address public allegations of racism, sexism, and body discrimination while restoring trust among its target audience.
Which scientific methods were employed?
The research relies on a comprehensive media analysis and a thorough literature review, which are then synthesized to provide concrete strategic advice for the company.
What does the main body of the paper address?
The main body identifies the organizational problem, analyzes how the brand is framed in global media, reviews relevant literature on CSR and reputation, and concludes with practical advice on storytelling and crisis management.
Which keywords characterize this paper?
Key terms include Brand Legitimacy, Corporate Social Responsibility, Storytelling, Crisis Communication, Stakeholder Engagement, and Brand Identity.
How does the author propose using storytelling to help Brandy Melville?
The author suggests using storytelling to humanize the brand by sharing the CEO's journey, emphasizing humble beginnings, and clearly communicating the company's commitment to future diversity and equity.
What specific role does social media play in the proposed strategy?
Social media is identified as a critical tool for two-way communication; the strategy advises the brand to move beyond passive presence by actively engaging with stakeholder comments, using polls for listening, and monitoring sentiment on various platforms.
- 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
