"BM Girl" Sweeps Across The City Beauty, Who Is Boosting "Sweet, Spicy And Thin"?

Overnight, across the river, there are a group of girls wearing small flowers, plaid skirt, with a short waist jacket. They have a unified name - "BM girl.". In the social spring ceremony of urban beauties, "BM girl" is often associated with good figure, sweet, spicy and thin.

"Taoyin, Weibo, taoyin, Weibo, etc. are all related. Fashion media, not to mention that "BM girl" is combined with the picnic craze. The plaid skirts on girls are mixed with the most classic check cloth in the picnic equipment, creating a kind of 3D xiaoxiaole feeling. Even the ancient fairy Li Ziqi, in the latest video, has put on a small flower jacket

Nowadays, the pursuit of BM style by urban beauties has the momentum of "all villains" in those years. However, compared with the loose fit "all villains", the small size, low waisted BM is not friendly to the body requirements. Do you have a lot of body shape first? It's a problem. But the more important question is: from UNIQLO, which is a joint brand, to BM, which is waiting in line to reveal the navel, how do these plain and ordinary clothing styles have been implanted into the user's mind and set up one by one foreign style people.

Standing in line for three hours, where is BM sacred?

What is BM for straight men? Pick up girls? dissatisfaction? Or noodles? BM is the abbreviation of Italian brand brandy Melville. As a country that gave birth to Gucci, Armani, Versace and other luxury brands, Italian fashion brands always give people the impression that they are exquisite, elegant, lazy and expensive. BM is different. The brand name comes from a fictional story about an American girl falling in love with an Italian boy. The target audience is mainly female high school students. It focuses on the hot girl style of "sunny as California in the United States", and the price is quite user-friendly.

The brand, which was founded in 1970, has been unknown in the past few decades. After opening its flagship store in the United States in 2009, it has become a little famous overseas. In 2019, BM officially settled in the mainland and opened its first store in Shanghai. According to the blogger's description that I am sister-in-law of Ximen, even if I have to queue up for three hours, the city beauties are still enthusiastic about BM. Bm's price is not high, about $10-40. The selection is mainly based on basic styles. Hard candy found that most of the products did not have a strong sense of design, mainly jeans, T-Shirts, skirts and cardigans. Broken flowers, solid colors and plaid are the biggest brand features of BM. It's similar to the top and bottom jacket of a girl's dress. The more you wear it, the more you wear it. Taking advantage of Dongfeng, many businesses doing plaid skirt and cardigan on the network call themselves "BM wind". In addition, the collective goods brought by Internet Celebrities and talents have expanded the meaning of the word "BM" from the clothing brand to a clothing style.

It is true that fashion is a circle. The style of BM's selection is quite similar to that of AA (American Apparel, the American brand) which mainly focused on campus and girlhood about a decade ago. AA has already withdrawn from the Chinese market. I don't know how long BM can hold on to this trend. In addition to the basic style and plaid fabric, the biggest feature of BM is also controversial. The main feature of BM is the average size of the brand, with and only s size. Such a politically incorrect approach has become the biggest selling point for BM to attract urban beauties.

Mr. hard candy learned from several BM girls and found that in fact, many people didn't like the style of plaid skirt with cardigan. Some even said that BM was old-fashioned. But it is the "small size" that drives these girls to abandon their favorite style and turn to BM. "BM has a high demand for body shape." Wuji, who once shared the secrets of a picnic with us, also joined the ranks of BM girls. It's not suitable for the body shape of "inverted triangle" Wuji said that girls with no fat on their hips can successfully put on BM plaid skirt, and girls with beautiful waistcoat line dare to wear bm's waistless jacket. In other words, to be able to wear BM, the subtext is that you are a size 0 girl with superior figure. Take a look at the so-called BM girl size chart circulated on the Internet. Women with a height of 170cm and a weight of only 51kg (the actual BM clothes are not so harsh, which is obviously to create a topic point), can they deserve the praise of "BM girl".

Of course, people who can dress BM well should not only be thin enough, but also have their own girlish spirit. It's better to have a little bit of sexiness if there's nothing like it. The perfect combination of these elements, Congratulations, you are "pure and lustful" BM girl Ben nu.

Who is boosting "sweet, spicy and thin"

There are different opinions on how BM became popular. Through consulting materials and communicating with several fashion editors, Mr. hard candy found that BM started its overseas business by relying on social media, or rather instagram. BM was initially promoted by the beauty bloggers on instagram. Bloggers showed photos of daily life, different scenes, different make-up, the same plaid skirt and jacket, and the topic of "brand Melville".

Instagram was originally the source of inspiration for domestic bloggers such as xiaohongshu and Shuo Yin. When BM entered China, it naturally followed the method of social platform promotion. Fashion editor Ethel said that as early as 2018, iris and other domestic fashion bloggers began recording vlog in BM clothing, introducing the concept of BM into China. BM brand also cooperated with some domestic fashion bloggers. However, since BM did not enter China at that time, the influence of BM style was mostly limited to first tier cities.

As BM's online shopping channels are no longer limited to BM's official website. In addition to fashion bloggers, many ordinary girls share their experience of trying on and buying in physical stores on platforms such as xiaohongshu and Shuo Yin. BM has completed the communication from KOL to Koc, and has rapidly become popular all over the country. Through the exchange of hard candy Jun found that the main channel for BM girls to learn about this style is xiaohongshu. On the platform, there are more than 20000 notes under brandy Melville and more than 10000 notes on "BM wind". It covers everything from the new product preview, wear evaluation to the challenge of a little fat girl. Another reason is that BM is popular. Jennie, a member of the Korean women's group, known as "Chanel on earth", has always been known for her hot figure; Ouyang Nana, whose acting skills generally rely on vlog, is regarded as a fashion vane by city beauties. These two girls with goods recently have a lot of floral, plaid skirt based modeling, also become an important promoter of BM style. By the way, it is felt that Yang Mi's position as a freight forwarder has been replaced by Jennie, Nana and Lisa.

Although the price is not high, BM's hunger marketing is quite smooth. BM girls said that every time the official website is updated, there are not many good-looking styles in stock, and some popular models will be sold out in a few minutes. Therefore, even if they are not sure about the style, but in order to prevent regret, BM girls will place an order for the first time, "it's not expensive anyway. It's OK to keep it if you can't turn the second hand."

The fitness boom in recent years has also boosted the popularity of BM. BM style has higher requirements on body shape, and the brand s size image is deeply rooted in the hearts of the people, just to meet the needs of fitness women "show". Although the mouth said that he refused to be single aesthetic, but who didn't want to show off a good figure? Whether it's the previous A4 waist challenge or the clavicle coin activity, behind the women's high enthusiasm for participation, are the psychological needs of showing their superior body shape. After practicing for so long, the leg, right shoulder and waistcoat line of the women's team finally have a chance to show it openly.

Fast fashion also needs to be set up by people

Bm's popularity in China is in sharp contrast to the miserable financial situation of the four fast fashion groups.

In addition, the sales volume of UnionPay and yiku are expected to decline by 24.7% year on year, and the sales volume of Youlian and yiku will not decline by 24.7% in the same period of last month; moreover, the sales volume of UnionPay and yiku will not decline by 24.7% in the same period of last month; moreover, the sales volume of UnionPay and yiku will not decline by 24.7% in the next half year The trend of further deterioration. Behind the different circumstances is the impact and opportunity of fast fashion brand brought by the change of shopping mode.

In the era of four fast fashion groups, shopping malls are the core of retail industry, and the construction of Internet channels and e-commerce is still in its infancy. At that time, offline shopping was the main channel of fast fashion brand sales, and the difference between brands was not high. We all relied on more, more comprehensive and cheaper to capture the hearts of the audience. With the development of social media, brand promotion channels have changed from advertising light box in the past to social platforms such as instagram and Youtube. Consumers are no longer satisfied with spending less money to buy more like high luxury brand imitations, and demand that the brand has a unique symbol and significance. However, after two rounds of shopping malls, fast fashion brands have changed from fake high-end sought after by Chaoren to low-cost hypermarkets with poor quality. Among the four fast fashion brands, H & M and gap are gradually declining. Zara is slightly better off relying on the big copy brands every season. UNIQLO is in the sea of joint names. The gentleman series invited Lei Jiayin to speak for it. It seems that they are "sinking" and ready to take the mass line.

Marisa Meltzer, a columnist for the New York Times, once wrote that "style is no longer synonymous with fashion, but more synonymous with lifestyle.". In other words, the brand also needs to be set up by someone, so that it can produce resonance and emotional connection with consumers. As pointed out by BOF from the beginning of 2000 to the beginning of 2010, in order to cater for the aesthetic value of various brands and retailers, BOF did not produce any aesthetic ties with the mass market. However, with the popularity of social media, the brand needs to create a product ecosystem with cultural value, and the aesthetic and values of brand transmission become more and more important.

At first glance, the price range of BM is not unique and the product design is not unique. However, it creates a topic space to make itself have the value of value argument besides aesthetic value: "BM does not advocate girls to become size 0, but first there are girls of size 0 before there is demand for small size clothes like BM." "White skinny beauty is also a kind of diversified aesthetic, and the appearance of BM meets the needs of this aesthetic group." That's what BM girls say. "Bm's zero size strategy is a single aesthetic, a PUA for women." "It's a woman's self discipline to try to wear BM. BM is suspected of body shape." So says the anti BM girl.

Of course, it can also be explained from the perspective of practical points. Fashion editor Ethel points out that small size is really a better production strategy for a girly brand like BM. "Bubble sleeves and Capricorn sleeves are not suitable for women with large sizes. The result of brand production of large sizes is unsalable. Taking the route of small size is conducive to de stocking." Maybe this is the original intention of the brand, but the concept of a size 0 girl is more attractive. In such an era of abundant material supply, it is necessary to bring a little story, a little bit of doctrine, and a little bit of self flaunting to sell anything. The beauty of "BM" can prove that you are faster than the beauty of "BM". Although this deduction is crude, it does have that atmosphere.

This year's girl fashion is actually very interesting. The most popular JK uniform and BM style are the combination of cheap strategy and hunger marketing. How to help young people achieve superior psychological satisfaction based on the reality of poverty? As the folk saying goes, "spend a little money to pretend big X", you can use your brains.