It was a real eye opener when Miss P went shopping for BTS clothing.
Dear <<First Name>>
BACK TO SCHOOL
I got a call from my daughter saying that she was taking my granddaughter Miss P to South Granville store Brandy Melville for BTS shopping. Brandy Melville was really off my radar, so I did some quick Google checking on this store. I wasn't sure what to expect, but my findings on the web weren't encouraging, to say the least.
Miss P has just turned 13. She's a great student, holds a black belt in Taekwondo , has good friends, and is really interested in fashion, even telling me sometimes "Grandma, that's not my style". She has a clear sense of what she likes. She is also heavily influenced by TikTok...hence the trip to Brandy Melville.
I'm going to show you some images of the store later in this post, but first I want to let you know my findings.
HERE'S WHAT I'VE LEARNED
They currently have 3 stores in Canada having closed 6 and have approximately 100 stores worldwide
Their sizing model is absurd - guessing size 0 - 2 They have a One Size Fits All sizing.
They cater to a very tight demographic of tweens and teens.
I looked on Instagram and found only 3 Women-of-Colour in their first 300 posts - so NOT inclusive
The "Brandy Girl" is Caucasian, tall, underweight and definitely no curves
It's really hard to believe that in 2020 this is happening!
Miss P is 5'7", athletic build, a little curvy and likely wears a size 6. She purchased a wrap skirt with a waist tie, a crop top, and sweatpants. As she was unable to try on the garments due to the dressing rooms not being open, two of the garments after being tried on at home didn't fit, and she returned the top and sweatpants. The store only issues credit notes for returns. So now we're talking about 4 hours of travel with 2 trips and waiting to be let into the store. Frustrating!
MY TAKE!
None of this is body positive. I can see how damaging this could be to the self confidence of an impressionable teenage girl in a society so focused on looks.
To see more of this brand, you might want to read this article. on Fashion and Body Image or this one on a Mom's take on Brandy Melville or this one on Body Positivity. It's impossible to find positive comments on this store.
LETS LOOK AT THE STORE
Unfortunately a very average entry. I never like bust forms placed on the ground, and the piles of clothing in the window aren't attractive. Signage all relates to Covid 19.
All front-faced merchandising and different hangers are not attractive and the entire wall is highly over-crowded.
I love the baskets with the hair scrunchies but the appearance of the cash desk leaves lots to be desired. I do like the wooden floors and the shiplap wall which feels very current and youthful. I also really like it when retailers put their name behind the cash desk...bhut couldn't it have been Canadian/USA flags?
Customer service is certainly needed with garments placed so high on the wall.
TIP OF THE MONTH FOR nearly NOVEMBER!
Tops are placed higher than bottoms - Display garments as you would wear them.
FINAL WORDS...
With Covid 19 affecting all our businesses, mine included, I am forever mindful of the value of Customer Service. (I am not saying that these companies below lacked Customer Service...but we are all vulnerable.)
Forever 21, once a hot destination for teen shoppers - Closed all CDN stores in November 2019
Swimco - Family owned and operated for 45 years, whose sales depended on active Cruise and International Travel - Closed all stores in October 2020
and the latest...Le Chateau - Canadian and 60 years in business with big offerings of Occasion Wear, Holiday and Party...closed all 123 stores October 2020. Miss P bought her Grade 7 Graduation dress and pumps there this year, and looked gorgeous.
I don't want to end this post in a negative way but want to 'lift us all up". In reading an article by Accounting firm "Deloitte" - Called "Voice of Canadians and Impact to Retailers" ...I am quoting them in part...
"This is a time for retailers to be authentic and show they care.
The Covid-19 pandemic has also created another front-line opportunity for retailers and other companies: the opportunity to live up to and demonstrate their values, to act with purpose, and to show they care about more than the bottom line.
As the coronavirus continues, consumers across Canada will be looking for moments of relief, escape and joy --anything to take their minds off the stress and anxiety of life under a pandemic. Today, they're turning to inspiring stories of communities helping and caring for one another, Tik Tok, and cat video's. Canadians are willing to have brands share informative, inspiring, and positive content that instils a sense of resiliency, normalcy, and happiness -- content that leaves consumers feeling better.
In addition COVID 19 is focusing Canadians' attention on the basics: human connection and community, both at a local and global level. Right now Canadians care about their families, their friends, their neighbours, and their cities -- but they also care about people around the world, the environment, and global health. This is a time for retailers to demonstrate authenticity, empathy, and a genuine commitment to their communities. Grocers are offering special store hours for healthcare workers or older consumers. Restaurants can deliver coffee, snacks, or full meals to those on the frontline of the crisis. Distilleries can make hand sanitizers. Apparel companies can make masks and gowns.
How companies respond to this time of need will vary depending on the nature of the business and their unique value proposition. Actions like these -- done authentically, not opportunistically-- have the potential to make a real difference in fighting back against COVID 19.. They can also help companies generate enormous goodwill among consumers and build a highly positive impression of their brand. And when the pandemic passes, that will prove to be a very valuable advantage."
Until next time...thank you all so much for reading my posts.
Do you have a burning question about your space....Just ask me!
The lovely Faye Smith, owner of Shoes n Such in Salmon Arm, did just that and I was happy to help.
I can't wait to see the changes she's making.
I work with both large and small businesses in retail, corporate and healthcare! If you're wondering how to update the look and function of your space then we need to talk.
Contact me - 778 340 8585
EMAIL ME - heddy@urbanspaces.ca
If you enjoyed this post, I’d be very grateful if you’d help it spread by emailing it to a friend, or sharing it on Twitter or Facebook. Thank you!
