Few stores are surrounded by as much controversy as Brandy Melville. The new Walnut Street location is no exception, drawing a constant flurry of both positive and negative reactions.
As a Brandy Melville patron, I was excited by the opening of the Walnut location. That excitement quickly led me to a question: why was I so excited in the first place? The store rarely advertises in traditional ways, and yet it has become a cultural phenomenon that has prospective customers waiting hours in line just to enter stores that are often cramped and chaotic. So, how did the brand become so popular, and what will its presence mean for Walnut street?
Brandy Melville relies on an inconspicuous yet carefully cultivated sense of exclusivity. Rather than utilizing conventional advertising techniques, the brand leans heavily on word of mouth and social media to build its popularity. Its products are often available only in select locations, making an in-person presence more significant to shoppers.
The Walnut location has thus far earned a modest 3.2 stars on Google reviews. Disgruntled patrons have reported a messy and unorganized store, rude employees, and disjointed layout. Conversely, some customers praise the wide selection and overall shopping experience.
No matter your stance on the store, it is indisputable that foot traffic on Walnut street has increased significantly in the few weeks since the store’s opening. For some local businesses, this surge may be welcome. For others, it has raised concerns of changing the identity of the neighborhood. The brand has been exposed time and time again for promoting a toxic work culture, maintaining a “one size fits all” policy, and contributing to growing fast fashion issues. This ongoing controversy makes the store’s presence a bigger statement than that of comparable retailers.
Ultimately, the controversy and popularity of Brandy Melville will undoubtedly have an impact on Walnut Street, whether it is in the customers it attracts or the identity of the neighborhood. Only time will tell exactly how these impacts will manifest.
