Justification:
The persona of Kaylee Young is the most appropriate fit for a Brandy Melville persona based on the biggest majority of the retail’s consumers. The research demonstrated that the majority of Melville’s current customers are young female adolescents (Perdomo, 2025) living in urban areas such as Los Angeles and New York (Tfl., 2024). The vast majority of people in these age ranges are either still in school whether that is high school or college or they are in the beginning of their careers. Due to the higher prices of the store and the average income of a person this age, the user would either need to come from a middle or upper class status or be making an income individually of around $30,000 (Haan, 2023). Furthermore, this age group -which falls under the category of Gen Z- has been more involved in sustainable practices and finding clothing that is made sustainably while also being affordable and matching their styles. 91% of respondents in a survey said they would prefer to purchase from a company that practices sustainable tactics (Technologies, 2023). Finally, due to Brandy Melville’s aesthetic of clean and simple (Brandy Melville, n.d.), we can naturally assume that individuals who prefer neatness and casual style will be the ideal users of the brand. With all of these factors, someone like Kaylee would be the ideal user for this brand.
Sources:
Brandy Melville. (n.d.). Brandy Melville USA.
Haan, K. (2023, May 23). Average salary by age in the U.S. Forbes Advisor. https://www.forbes.com/advisor/business/average-salary-by-age/
Perdomo C. (2025, March). Women’s Clothing Stores in the US. 44812. Retrieved from IBISWorld database.
Technologies, P. (2023, July 27). The Green Generation: Tracking Gen-Z Trends in Sustainable Purchasing Habits. PDI Technologies, Inc. https://pditechnologies.com/blog/tracking-gen-z-consumer-trends-sustainability/
Tfl. (2024, April 2). Brandy Melville: The Controversial Brand that Sells Exactly What TweensWant. The Fashion Law. https://www.thefashionlaw.com/brandy-melville-the-controversial-brand-selling-exactly-what-millennials-want/