DC Assignment 2

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.