By Demi Scheunemann-Kujawa
Melzi is revolutionizing the collegiate clothing industry in Arizona by
blending quality, licensed apparel with a modern, fashion-forward approach.
The brand caters to the university communities of Arizona State University,
the University of Arizona, and Grand Canyon University. Officially licensed by
these institutions, Melzi has carved out a unique space in the collegiate market
with distinctive, high-quality designs that resonate with students.
In 2022, Jordyn Balduf, a recent business management graduate from U of A, founded Melzi from her college apartment.
“It’s just been so cool to walk through the process and turn it from a
hobby into an actual business,” said Balduf.
University of Arizona Graduate Jordyn Balduf
(Jordyn Balduf/The Chic Daily)
Melzi’s target audience is primarily college women at U of A and ASU.
The brand focuses on university-specific designs and phrases that reflect each
school’s unique culture. For U of A students, phrases like “Harvard of the
West” and “The Dirty T” are campus favorites. Jordyn incorporates these
popular sayings into her designs. For ASU, phrases such as “The ASU Effect”
and “Feeling Devilish” are featured. These familiar phrases help create a
strong connection with students, aligning the brand with the culture of their
universities.
(Jordyn Balduf/The Chic Daily)
“People really love that because there really aren’t any ‘Harvard of the
West’ merch. So it was kind of like a trendy saying that I took and ran with,”
said Balduf.
ASU student and Melzi customer, Julia Prickett, discovered the brand
through Instagram.
“Their quality is awesome and everything is so flattering,” Prickett said.
“I love how trendy and wearable everything is, and how their pieces can go
with everyday outfits, not just game day spirit wear.”
Social media plays a crucial role in reaching Melzi’s audience and
promoting the brand. Caitlyn Schultz, Melzi’s Director of Marketing and a
fashion student at U of A, develops strategies to engage customers and drive
sales.
“We like to follow college girls from schools we’re licensed to and DM
them asking if they’d like to model for us at a discounted price. The DMs help
with engagement and spreading the word about our product,” said Schultz.
Schultz also recently collaborated with local boutiques, including Boutique 816 and Collect Clothing, to get Melzi’s products in-store, expanding the brand’s reach to physical retail locations.
On social media, Schultz works closely with Balduf to strategize content.
This includes creating flyers, engaging with customers, and identifying
designs that resonate with the audience. On their official Instagram account
(@shopmelzi), Melzi shares customer content featuring their products,
helping foster a connection with the community.
Schultz highlights the success of their vintage drop campaign, which
garnered 360,000 impressions without paid ads.
“The advertising was perfect,” says Schultz, emphasizing the effectiveness of their marketing efforts and the growing recognition of the Melzi brand.
“It’s just been really cool seeing the brand grow on the campus itself,”
says Balduf.
She enjoys seeing her creations on gamedays and weekends. “The
best part of the brand is just seeing it in front of your face.”
Melzi sources its products from various manufacturers. The hats are
made in Los Angeles, while the clothing is produced in China at a Fair Labor
Association-approved factory, ensuring both quality and safe working
conditions. Additionally, some items are hand-sewn on the East Coast by a
team member from MMF Tailgate, adding a unique element to the production
process. This diverse manufacturing approach guarantees high-quality
products while offering a wide range of items.
The licensing process was a challenge for Melzi. Jordyn and her team
initially cold-emailed both ASU and U of A, starting as a small, unknown brand.
For ASU, they created a business strategy, marketing plan, and projected
revenue, which were presented to the licensing board.
After several presentations, Melzi was granted the license—a significant
milestone for the brand. Securing ASU was especially important for Jordyn, as
it opened up new opportunities and allowed her to work with the university’s
distinctive colors and spirit.
“ASU has definitely been our biggest milestone and my biggest achievement, in my opinion, just because ASU is such a bigger school than U of A. There’s a lot of opportunity there.”
Comments