With only a fraction of the retail outlets as the leading teen brands, the company needed to raise awareness among American teens, differentiate from its competition, and drive traffic to its website. Italian clothing store Brandy Melville entered the American market in 2009, poised to compete against established American brands including Abercrombie and Fitch, Hollister, American Eagle, and Forever 21. Southern Illinois University Edwardsville Available online: Įxclusive and Aspirational: Teen Retailer Brandy Melville Uses the Country Club Approach to Brand Promotion Case Studies in Strategic Communication, 5, article 7. Exclusive and aspirational: Teen retailer Brandy Melville uses the country club approach to brand promotion.
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