Can’t get enough of cropped tops and hippie-chic accessories? You got another shopping destination on your hands.
Brandy Melville, an Italian young fashion brand will soon debut in UK. It will directly compete with popular brand Topshop, which is owned by Sir Philip Green. Topshop is also famous for its collaboration with supermodel Kate Moss, whose own line has been extremely popular.
Brandy Melville has already started its social media campaigning, and it says that it will appeal to girls who are “feminine with an urban twist” and “chic in an effortless way”. The clothes have a ‘Woodstock’ and boho-chic vibe, but are better priced and affordable.
The brand is 30 years old, and already has presence in USA and Canada. It recently announced that it will be debuting in Toronto, its second Canada location. In UK, its first shop will open in London on King’s Road. The Independent quoted Marc Dorde, managing director of Brandy Melville in Europe and grandson of the founder, as saying "Opening in King's Road is the first step. Soon we will be looking for a flagship in Covert Garden, followed by Cambridge, Oxford and more."
The young fashion sector is busy in UK. Topshop is undoubtedly the biggest player, and there are several other high street labels. The battle has heated up further as more customers, especially youngsters, have been turning to online shopping.