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Success to Scandal : The Rise and Fall of Teen Fashion Brand Brandy Melville / Vera Hoelscher, Anabel Gutierrez, Gillian Hadfield.
- Format:
- Book
- Author/Creator:
- Hoelscher, Vera, author.
- Series:
- SAGE business cases.
- SAGE business cases
- Language:
- English
- Subjects (All):
- Business ethics.
- Physical Description:
- 1 online resource
- Place of Publication:
- London : SAGE Publications: SAGE Business Cases Originals, 2025.
- Summary:
- Brandy Melville was once a fashion industry leader for young teenagers driven by its social media-focused marketing strategy but has since declined due to claims of discrimination and bigotry. This case study portrays a viewpoint through the perspective of young Natasha Badger and Calliejeanxo, TikTokers whose videos discussing the brand's discriminatory business practices went viral. The case study highlights how the allegations have damaged the brand's reputation and raises concerns regarding the role of businesses and their impact in shaping global beauty standards. Companies can learn from successful marketing tactics that resonated with the target market and avoid similar situations.
- Notes:
- Description based on publisher supplied metadata and other sources.
- ISBN:
- 9781071961988
- 1071961985
- OCLC:
- 1483993457
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