Insights from the Inside
By Jenny Petty
I’ll admit — I had no idea what Brandy Melville was until I overheard two young girls squeal with delight upon finding the Michigan Avenue store. Seeing as my entire career hinges on understanding and influencing youth, I became intrigued.
When I asked my 11-year-old daughter about it later, she gave me the look only a preteen can give — confusion, disdain, and cultural one-upmanship. “Yeah,” she scoffed. Message received.
A few weeks later, I stumbled upon HBO’s documentary Brandy Hellville & the Cult of Fast Fashion — partly to understand “the youth,” and partly to prove to my daughter that I am, in fact, still cool (no one uses that word anymore, do they?).
What started as curiosity quickly became a master class in brand strategy gone wrong. The documentary provides a sharp lens into the brand’s rise and questionable business practices and offers insights that are uncomfortably relevant for higher ed marketers.
Exclusivity Can Build Buzz, but It Undermines Belonging
Brandy Melville’s “one size fits most” and gatekept image created cultural buzz but alienated huge swaths of its potential market. Exclusivity can build hype, but in higher ed — and beyond — exclusion can erode trust and damage long-term reputation.
In today’s climate, where many prospective students and parents question whether college is worth it, we also have to understand that they’re asking if college is a place where they belong.
Actions for You:
- Audit your brand language and imagery for implicit inclusivity.
- Partner with enrollment to align messaging with institutional goals.
- Measure perceptions of belonging through brand sentiment and prospective student surveys.
Community Scales Faster Than Campaigns, but It Has to Be Healthy
Brandy didn’t market to teens; teens marketed for them. The brand’s community model — built on user-generated content and peer validation — was grassroots marketing at its best. But…Many influencers later revealed harmful side effects, including the normalization of disordered eating and toxic beauty standards.
For higher ed marketers, it’s a reminder that authentic communities outperform polished campaigns. Student ambassadors, alumni voices, and peer-generated content are invaluable. But it’s not only reach that matters — it’s the values those voices reinforce. Communities should amplify authenticity instead of encouraging conformity.
Actions for You:
- Provide student ambassadors with ethical storytelling frameworks.
- Monitor organic brand conversations for harmful trends.
- Center diverse voices in your community storytelling.
Brand Aesthetics Can’t Camouflage Cultural Problems
No amount of aesthetic branding can cover up a toxic internal culture. Eventually, it shows up in the headlines — or worse, in the lived experiences of customers.
Higher ed marketers can’t just sell the glossy side of campus life; they have to ensure the reality matches the promise. Aesthetics aren’t enough. The “Instagram look” may drive traffic, but hollow branding is fragile. Long term, substance beats style. Students — and consumers — want more than a vibe; they want value.
Actions for You:
- Partner with student affairs to track internal sentiment.
- Make sure your storytelling isn’t masking systemic issues.
- Use brand audits to align visual, verbal, and lived brand experiences.
Hype Doesn’t Equal Value
Fast fashion thrives on hype cycles. Brandy Melville generated traffic with scarcity, aesthetics, and influencer buzz. But hype isn’t loyalty, and hollow brand equity collapses under scrutiny.
For higher ed, aesthetically strong marketing might win awards, but prospective students and families increasingly look for substance — outcomes, belonging, and transparency.
Actions for You:
- Move from vanity metrics to intent-based metrics.
- Invest in content that clearly explains value — career outcomes, student support, and faculty engagement.
- Collaborate with admissions to ensure campaign claims reflect the student experience.
Cheap Giveaways Aren’t Brand Strategy
The film calls out the mountains of attire the fast fashion industry produces — most of it tossed aside after the hype fades. How often do we do the same in higher ed? Pens, stress balls, cheap T-shirts — all destined for a landfill. If your marketing “value” ends up in the trash, was it really value at all?
Actions for You:
- Audit swag budgets for ROI — do these items increase engagement or reflect your brand values?
- Prioritize sustainable, high-utility items with strong storytelling attached.
- Consider virtual swag or digital experiences.
The Bottom Line: Culture and Authenticity Are the Real Brand
A brand can explode in relevance and collapse just as quickly if the foundation is toxic. For higher ed, it’s a reminder that our most powerful brand strategy is authenticity, inclusivity, sustainability, and alignment with real values.
What other brand cautionary tales have shaped your thinking?
