Via Businessweek –
“Brandy Melville doesn’t do any traditional advertising. Storefronts carry discreet signage. The brand’s popularity is fed almost exclusively through social media buzz. It has 2.2 million followers on its main Instagram account, 65,000 followers on Twitter (TWTR), 218,000 “likes” on Facebook (FB), and a robust board on Pinterest. Instead of pushing branded merchandise (think Abercrombie logos on sweatshirts), the company sells clothing—loose T-shirts and long cardigans, flowing summer dresses and jeans—that presents shoppers with an opportunity to define their own look. “Brandy Melville is not a logo-oriented brand,” says Erinn Murphy, vice president and senior research analyst for global fashion and lifestyle brands at Piper Jaffray. “Style is more important,” she says. “It’s very basic styling with a unique approach to layering.”
This is an interesting read. Whilst success may come using social media, it clearly must be one of several ways to gain customers money. It is very simple. You need to make it as easy as possible for a customer to buy something. Look at Apple. EasyPay- in stores use iphone pay for goods. Twitter is also looking at shopping. Large department stores like John Lewis try to embrace social media, online and physical presence. Those that combine everything correctly, should remain in business, so long as their product is what the customer wants to buy. And this is where using Instagram in the manner Brandy Melville has is ideal to ensure the product line remains current at all times.