The Market Marketing Strategy Analysis of Brandy Melville and Its Guiding Role in Female Body Image Anxiety

Abstract

With the development of The Times, the current society is very strict on women's body requirements, girls often in order to maintain a thin body, the perfect proportion, in order to obtain the praise of others, social recognition. Body anxiety has also emerged, which has caused a lot of attention in society, academia and industry.Brandy Melville's clothes, which only feature a single size, have spawned body anxiety among women who are unhappy with their bodies. This paper will describe the complex issue of body anxiety in today's society. First, it discusses the marketing strategy of Brandy Melville brand market, collects terms and texts related to BM, and conducts corresponding text analysis and research to discuss and analyze the orientation of bm style to the spread of body anxiety. Secondly, this paper will explore the interaction between positive body image and brand marketing strategies, while proposing some trends in brand and aesthetic development based on current marketing strategies.