For many retailers, removing fitting rooms would risk customer frustration and dissatisfaction. However, Brandy Melville has never operated like most retailers. Detached and apathetic customer service is intrinsic to the brand. Oddly, its success suggests that shoppers are willing to tolerate inconveniences and blatant disregard as a trade-off to be part of an inner circle. Abusing customers to earn loyalty is a unique approach.