What Shopify theme does Brandy Melville use?
Answer: Dawn v2.0.0
Teardown of brandymelvilleusa.com, checked 2026-10-27
Brandy Melville runs on the Dawn Shopify theme (version 2.0.0), renamed to "BM_US/main" in the admin. We detected 4 apps and tools on the storefront, including Klaviyo, Zendesk, Google Tag Manager. The public catalog lists 250+ products priced from $3.00 to $80.00. The homepage passes 13 of 18 teardown checks.
Theme details
| Field | Value |
|---|---|
| Theme | Dawn |
| Name in admin | BM_US/main |
| Version | 2.0.0 |
| Source | Not from the Shopify Theme Store, or a custom build |
| Currency | USD |
Apps and tools on Brandy Melville
Email & SMS: Klaviyo
Support: Zendesk
Analytics: Google Tag Manager
Accessibility: UserWay
Catalog snapshot
Top product types: TopsTanksLong SleeveSweatersAccessoriesNecklaces
Top vendors: Brandy Melville
Teardown: 72/100
What Brandy Melville could improve
- ✕Homepage title is 30-65 characters SEOCurrent: 19 characters.Write a title that names the brand and the main product category. Search results truncate after about 60 characters.
- ✕Homepage HTML under 250 KB SpeedHTML is 438 KB.Large HTML usually comes from inline app code, huge mega menus or many hidden sections. Remove unused sections and apps.
- ✕Under 40 script tags on the homepage Speed80 script tags.Consolidate tracking through one tag manager and remove leftover app snippets from theme.liquid.
- ✕Free shipping offer visible on homepage ConversionShipping cost is the top reason for cart abandonment. If you offer free shipping over a threshold, say so in the announcement bar.
- ✕Product reviews app detected ConversionShow reviews on product pages. Shoppers trust other customers more than product copy.
What Brandy Melville gets right
- ✓Meta description is 70-160 characters SEOCurrent: 116 characters.
- ✓Homepage has exactly one H1 SEOFound 1.
- ✓Canonical tag present SEO
- ✓Open Graph image for link previews Social
- ✓Structured data (JSON-LD) SEO
- ✓At least 90% of images have alt text Accessibility32 of 32 images have alt text.
- ✓Below-the-fold images are lazy loaded Speed25 of 32 images use loading="lazy".
- ✓10 or fewer third-party script domains Speed6 third-party domains load scripts.
- ✓Mobile viewport configured Mobile
- ✓Page language declared Accessibility
- ✓Favicon set Brand
- ✓Email or SMS capture tool detected Conversion
- ✓Public product catalog found Catalog250+ products found.
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Questions about Brandy Melville
What Shopify theme does Brandy Melville use?
Brandy Melville uses the Dawn theme, version 2.0.0. In the Shopify admin it is named "BM_US/main". Checked 2026-10-27.
What apps does Brandy Melville use?
We detected Klaviyo, Zendesk, Google Tag Manager, UserWay on the Brandy Melville homepage.