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Agenda-setting intelligence, analysis and advice for the global fashion community.

How Brandy Melville Became a Badge of Honour in China

By thumbing its nose at almost every market entry convention, the teen brand has quickly gained cult status among local ‘BM Girls.’ Though its current level of buzz may be hard to sustain, the brand’s experience in China reveals a lot about the rapidly changing market.
Brandy Melville campaign shot | Source: @brandymelvilleusa
By
  • Casey Hall

SHANGHAI, China — 

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