1. Service Design • Kyra Foley
Brandy Melville
Service Design • Kyra Foley

2. 5 consecutive days going into Brandy Melville.
0/5 times did the employee working greet me or talk to me during my time in the store.
Store seemed relatively busy most days, customers included young girls with their moms to college girls in their 20’s.
Employees looked like models and didn’t socialize with each other.

3. Clothing seems aimed at a 12 year old girl who dresses very sexy
Tiny T-shirts, One size fits all, Short shorts, Chokers
Store Display is minimal to non-existent
Clothing folded on tables, Clothing falling off hangers, Piles of clothes in the window
White walls, bare floor
Clothing is well made and comfortable
Prices vary Reasonable for sweaters $30-38
Over priced for T-shirts $15-25

4. SO who is the Brandy Girl?

5. She’s Skinny She’s Tall She’s Blonde
And she’s “cool” in a way that she rolls her eyes and doesn’t care what you think.

6. So how has this company become so successful when they have no advertisements, few stores, and only sell a size 0?

7. The answer is social media
Their models casual photo taking is enticing and relatable
You want to be that girl, even if you can’t fit into a size 0
It doesn’t matter if they have no store decorations and horrible customer service
You want to be the girl eating ice cream and taking polaroids with her friends.