While several teen retailers are closing stores and filing for bankruptcy, teen and millennial focused retailer, Brandy Melville, is thriving. The growing company appears to have cracked the code on how to use social media to not only build a following but to also sell product with sales growing from 20-25% per year. Rather than using traditional advertising, the brand reaches its millennial customer base almost exclusively through social media where it has 2.2 million followers on its main Instagram account, 65,000 followers on Twitter, 218,000 “likes” on Facebook, and a robust board on Pinterest.
Brandy Melville’s social media strategy is working for the brand so far. Do you think the narrow marketing strategy is a smart choice or a risky one? #MarsTalk