Current Golden Circle
1.Why?
Mission: The mission of Brandy Melville Europe is to
satisfy his customers by giving them excellent service and high quality
products. They want to make sure that customers feel at ease and leave the
store with a warm feeling.
Vision: Brandy Melville Europe believes that women of
every age should be able to find something at Brandy Melville Europe to fit
their style, closet and budget. Their vision is to make (keep making) this
possible.
2. How?
Brandy
Melville Europe stands out because of its fresh and young clothing line. The
classic Italian fashion elements combined with vintage details, the high
quality and the lowbudget make this brand stand out. They also provide
excellent service at their stores. Brandy Melville Europe doesn’t sell his
products/clothing online, but does have social media campaigns. They
communicate with their audience via Instagram, Facebook, Twitter and Pinterest.
3. What?
Brandy
Melville Europe sells classic Italian fashion elements, combined with vintage
details with a high quality for a lowbudget.
BHAG
What are you deeply passionate about?
Brandy
Melville Europe is most passionate about making beautiful and comfortable clothes
for every woman.
What you can be the best in the world at?
They are
the best in the world at selling their trendy and unique clothing line without
using a online shop and a lot of advertisement.
What drives your economic engine?
Their
economic engine is placing their stores in many big and busy cities in Europe.
Communication 3.0: 4 C’s
Context: describe 2 principles of the Network
Society you think could possibly strongly affect the company’s future success.
How and why?
The two
principles of the Network Society that could possibly strongly affect the
company’s future success are:
1.
Trust as a new currency
2.
Open communications
Trust as a new currency: Nowadays trust is very important to
every company but I think especially for Brandy Melville, having trust as a new
currency will bring the company’s future success. If the customers really trust
the brand and the stores where they buy the clothes, they will buy more frequently
and they will tell their friends and family about the brand. This will lead to
more success.
Open communications: Brandy Melville Europe could
communicate more openly. At the moment it is really hard to find concrete
information about the company/brand/clothing so being more transparent and
sharing information about how the clothes are made and what other activities
the company does, would create more trust which leads to trust as a new
currency.
Community: Describe the online community’s
behaviour (buying behaviour, online media consumption behaviour etc.) Do
research and fundament your finding (at least 2 sources)
The
community Brandy Melville is currently focusing on is (young) women that share
their passion for fashion. It’s very interesting that Brandy Melville Europe
doesn’t make that much use of their Twitter account and on the other accounts
(Facebook and Instagram) they only post picture with the hashtag ‘BrandyMelvilleEU’.
They barely share information about the company itself only when they need new
employees for their stores.
Consumer: Describe the consumer you want to
focus on for your new community building plan (demographic, social-economic,
psychologic etc)
I would
like to focus on women in the age range from 16 till 30 who have a low to
average income and like the feminine style with an urban twist.
Connection: Describe the new value proposition
you would recommend (new why.) Make a link to the new context, consumer and
online community behaviour you’ll choose.