Abstract
This study examines the consumption psychology of Chinese college students towards Brandy Melville, an Italian fast-fashion brand with a "one size fits most" policy, known for its California girl aesthetic and social media-driven marketing. The research is crucial for understanding how social media influences youth fashion choices and aiding Brandy Melville in strategizing for the Chinese market. Through a quantitative survey distributed on social platforms, 48 valid responses focusing on purchasing behavior, psychological motivations, and consumer feedback were collected. Key findings indicate that social media significantly shapes brand perception and purchase intent among students, with the brand's unique sizing strategy sparking mixed reactions. While the brand faces criticism for potentially promoting body anxiety, it also appeals to students seeking trendy and affordable fashion. The study concludes that catering to the diverse needs of this demographic could bolster Brandy Melville's market presence and consumer satisfaction, offering valuable insights for fashion brands to connect with the elusive youth market.
Published Version
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