Introduction Traditionally, the marketing of products and services have always occurred either through a face to face conversation, magazines, billboards, television or even through a simple phone call. Yet, due to advances in technology where the scale and scope of the retail industry have come to encompass a global market place, the traditional processes by which marketing efforts have always followed has started to change. The internet has brought with it an unprecedented level of inter-connectivity on a global scale through which more and more transactions such as banking and even retail are conducted and this encompasses advertising as well. While lacking in sufficient market penetration, Brandy Melville has distinguished itself as a fashionable retail establishment that appeals to teenagers and young adults alike. Originating from Italy, the brand has spread to well over a dozen retail establishments around the world with plans for further expansion and market penetration. Upon investigation, it was noted that employees of the Brandy Melville store within the U.K. are apparently trying to enhance the store’s popularity in order to rival that of Top Shop’s. Unfortunately, its current way of doing things can be stated as under utilizing the store’s potential due to its lack of use of modern day online social media marketing campaigns as a means of reaching out to its desired target market demographic (the 16 to 26 young female adult range) (Grabowicz et al., 2012, pp. 1-9). It is based on this that this project will attempt to establish an online social media marketing campaign for the company that encompasses a wide variety of online social media platforms in order to penetrate multiple markets and enhance the ability of the company to reach the target demographic that it is after. By the end of this project, it is expected that evidence for sufficient justification for this approach will be shown, what approaches were utilized, and in the end will reveal whether the project was a success in terms of increasing the popularity of Brandy Melville. Market Examination When examining the current strategies to promote their products online, it was seen that the company primarily utilizes Facebook and other minor social networking sites, however, they merely post product updates and do not try anything beyond that. Dobson & Chakraborty (2008) in their examination of consumer trends within the U.K. in the past 3 years noted that people are generally becoming more self-conscious regarding their physical appearance and have focused on buying clothing options that are more “chic” or distinguish the owner through some unique design (Dobson & Chakraborty, 2008: 333 -341). While Dobson & Chakraborty (2008) do not precisely indicate whether this is the result of changing consumer perceptions regarding modern day fashion or the mass media which has popularized an assortment of clothing style choices, they do recommend that strategies in targeting today’s “brand of consumer” should therefore concentrate on campaigns and the creation of consumer products that emphasize “something that is chic and unique, yet is within an affordable price range” (Dobson & Chakraborty, 2008: 333 -341). It must also be noted that Beattie, Dhanani & Jones (2008) noted a