Terms such as ‘deadstock’ (implying an item is unworn and highly coveted), or ‘Y2K’ (referring to a particular retro-futuristic aesthetic from the turn of the century that is making an almighty comeback) are seen frequently as hashtags across the site. Depop - with its 15 million users - operates similarly to a social media site, using hashtags and key words to curate search options. The Brandy Melville mania on TikTok has bled into online, peer-to-peer social shopping app Depop, where Brandy clothing is often sold at marked-up prices. According to official company announcements, TikTok has over 500 million monthly users, and has been downloaded from the Google Play store over 1 billion times. PHOTOS: JESSICA FINCHĪppearing to be worn by all of TikTok’s most followed users, Brandy Melville has regained momentum with a new generation of young teenagers who are all active on the social media platform. PHOTOS OF THE LINE UP OUTSIDE BRANDY MELVILLE ON TORONTO’S QUEEN STREET WEST. This strategy seems to be working for the brand, however, as social media’s newest networking platform - TikTok - has catapulted Brandy Melville back into the limelight. The Brandy Melville Instagram account has 3.9 million followers and posts appear regularly, although not every day. SOCIAL MEDIA PLATFORM ‘TIKTOK’ TO THANK FOR BOOMING BRANDY MELVILLE SUCCESS?īrandy Melville is known for placing little emphasis on advertising, instead relying heavily on social media and word of mouth. Strangely, last year the Queen Street store was up for sublease but now it’s highly unlikely that Brandy Melville will be vacating anytime soon. On Toronto’s Queen Street West, Brandy Melville is the only store experiencing consistent lineups, despite its close proximity to popular brands such as Aritzia, Lululemon, H&M, and Adidas. This kind of traction has not been experienced by other brands in the wake of stores reopening. BRANDY MELVILLE SEEING SUBSTANTIALLY MORE TRACTION THAN OTHER RETAILERS POST COVID PHOTOS OF THE LINE UP OUTSIDE BRANDY MELVILLE ON TORONTO’S QUEEN STREET WEST. Since reopening stores this summer, all three locations have experienced exceptional in-store popularity, with abnormally long lineups day after day - so much so that the Vancouver Police Department was said to be concerned about crowds at that downtown store. Since June, the retailer has enjoyed consistent and lengthy lineups at its Canadian stores, partly due to the brand’s resurgence on social media.Ĭurrently there are three Brandy Melville stores operating in Canada - one on Queen Street West in Toronto, one on Saint-Catherine Street West in Montreal, and one on Vancouver’s Granville Street. Italian women’s clothing and accessory brand Brandy Melville has bounced back from the COVID-19 shutdowns seemingly better than ever.
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