Silvio Marsan
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China
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.
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.