Stella McCartney Brand and Merchandising report

CONTENTS

Executive summery

History of the brand

Target market – pen portrait

SWOT

PESTLE

AIDA Model

Brand Positioning Map

Competitor analysis

Marketing Mix

Marketing Strategies

Merchandising

Store analysis

Brand Aesthetic

Reinvigorating and Adapting

Planogram

Store design plan

New ranges

Costing

Fabric swatches

Evaluation

Future plans

Executive Summary

I will be analysing industry leading, female designer, Stella McCartney. This Luxury fashion house was founded in 2001 by Stella herself - A lifelong vegetarian, who has never used leather, feathers, skin or fur in any of her designs since day one (Stella McCartney, 2023). Originally partnered with Kering for 17 years, in 2018 Stella parted her own way and took leadership to herself (BoF, 2023). As of today, she has 46 stores in places such as New York City, London, Paris, Milan, Tokyo, Shanghai and Beijing. In addition, I will be researching how the brand retail presence could be reinvigorated to increase custom.

History of Stella McCartney

1999

British Designer of the Year, The ELLE Style Awards, London

2005

Launched adidas by Stella McCartney, a collection of high performance sportswear for women across a wide range of disciplines including running, yoga, tennis and swim

Successful one-off collection “Stella McCartney for H&M”

2011

Launched an ongoing partnership with the International Trade Centre’s Ethical Fashion Program.

First Stella store opend in London.

2016

All viscose used in Stella McCartney products is sustainable in the order to help prevent deforestation.

2003

Launched Absolut Stella campaign with illustrations by David Remfry also featured in her own brand’s ad campaign that same year.

2007

Launched care by Stella McCartney, the first luxury skincare range with 100% organic active ingredients.

2014

London Stella McCartney Green Carpet Collection, a sustainable eveningwear collection.

First fashion brand to join the Wildlife Friendly Enterprise Network.

2018

Stella repurchases Kering’s stake in company

2019

Stella X Taylor Swift collaboration

2021

Released the world’s first-ever vegan football boot, in collaboration with adidas and Paul Pogba

Target Audience

Stella targets those with a higher income and able to afford the luxury market. The idea consumer would have an interest in new fashion trends as well as being environmentally aware. Due to the sustainable efforts of the brand this creates a loyal customer base who supports this cause. The demographic of people who shop at Stella McCartney are females, aged 25-45 and due to the location of the stores, people who live in big cities or tourists. The psychographics of Stella consumers would be sophisticated, fashion forward and environmentally conscious people.

Maslow’s Hierarchy

Maslow’s hierarchy of needs is a theory in which people are motivated in different ways, in order to move up the hierarchy of life. A Stella McCartney consumer would start at the bottom of the pyramid needing clothing as a basic necessity to survive. However, would move up to the love and belonging category as they purchase from a brand, they feel connected to and believe in, then form a loyalty towards it. A customer could buy from a sustainable brand for their self-esteem, and to better themselves as a person. Resulting in self-actualization, as they feel happy with their choices and feel they are being the best version of themselves.

Pen portrait

25-45 years old Females and parents

UK based, city living

Wealthy, sophisticated, fashion forward

Brand Values

“We are committed to always being responsible, honest and accountable today, with a positive impact on people, the planet and all its creatures so that we can protect it for tomorrow. Our sustainable vision is guided by and accountable to our bold values – making every action count, inspiring trust and celebrating life.”

(Stella

McCartney, 2018)

“We strive to create the most beautiful, desirable products with the least impact on our environment. Our conscious values are also the inspiration behind our innovation.”

(Stella

McCartney, 2018)

Stella strives to show consumers how high fashion doesn’t have to come at the cost of the environment (Kenny, 2015).

The brand continues to find ways to become even more ethical, setting the bar high for competitors.

SWOT

Strengths

s. Sustainable – customers become loyal to the brand and its morals. Never used any furs, skins, leather or feathers in their products

s. Ships globally

s. Has a good social media presence

s. Collaborations with well-known brands –Adidas x Stella McCartney. Means they can branch out to a new range of custom

s. An informative website that explains the history of the brands, allowing people to know exactly where they are buying from – Transparency

s. Prices range from £20-£6000, meaning people with varied income can still purchase from the brand and share the brand values

s. Clear and consistent branding

s. Support many charities - Animal Defenders, International, Comic Relief, Greenpeace, Hoping Foundation (Look to the stars, 2020).

Weaknesses

w. It is expensive to produce sustainable clothing, could mean potential loss for the company

w. Some people only know the brand because of the partnership with Adidas

w. No recent adapting to the technology changes. “The starting point is not design, the starting point is sustainability,” - Stella McCartney (ROBERTS, 2018)

w. Lacks brand identity within stores, resulting in confusion from consumers

Analysis

Opportunities

o. Activewear is one of the biggest selling designs, ‘the global activewear market is worth $380 billion in 2022’ (Seetharaman, 2022)

o. Opportunity to grow their retail presence

o. Started to branch into health and beauty

o. They utilise advertising through Instagram and YouTube as it doesn’t cost

Threats

t. other brands over taking in terms of sustainability as it is in high demand

t. collaborations with brands that don’t have the same ethos may result in some backlash – Adidas isn’t a sustainable brand

t. People only support her brand because of her name and family fame

PESTLE Analysis Political

The current government situation leaves businesses uncertain of what the future will hold for them.

Economical

As the UK has left the EU, the cost of production and labour will increase, and due to the cost-of-living crisis people have less disposable income to spend on luxury items meaning there could be a loss in sales.

Social

People are constantly demanding new styles and products that the company has to keep up with. It’s become a trend itself to buy sustainably, benefiting the company.

Technological

They use proprietary recycling technology to process leftover mixed nylon and polyester from Stella McCartney’s collections into new material for use in new clothing, footwear or other products (SHOAIB, 2022). “Lenovo collaborates with Stella McCartney and Central Saint Martins to champion the future of sustainable fashion design through technology” (Lenovo, 2022). This collaboration allowed 38 students to gain a new laptop, so that their creativity could push boundaries.

Legal

Stella McCartney supports many charities that help animal welfare, breast cancer and children’s charities.

Environmental

Stella’s unique selling point is their sustainability and environmental consciousness, however with an increase in brands trying to become more ethical this USP could be in jeopardy.

From this research I have found that to improve Stella McCartney they need to focus on more brand identity within their stores worldwide, to keep consistency within their brand. In addition, the brand needs to be known more for its designs, instead of Stella’s fame and the collection with adidas. Therefore, within my new store design I will only include Stella McCartney designs, new and old, and create clear branding that can be used consistently amongst new stores to create a store identity.

Stella McCartney Winter 2022 Campaign : Sadie by Stella

A/W 2017 Campaign in Scottish Landfill site

AIDA Model

The AIDA Model, invented by businessman Elias St. Elmo Lewis, is an advertising model that identifies the stages that an individual goes through during the process of purchasing a product or service. (CFI Team, 2022)

• Attention

– Stella McCartney draws attention by making their message on sustainability clear, and clearly explaining their efforts to be fully environmentally conscious. They use powerful advertisments to raise awareness on important matters.

In terms of my project I will draw attention through the fully sustainable element in the store, it can be seen through the logo on the outside of the shop.

• Interest

– gets consumers engaged and interested by showing the sustainability effects. The brand also uses celebrity endorsement for specific collections, for example Sadie Sink had a collection in winter 2022, she is a animal lover and vegan, making her an ideal face for the brand.

People will be interested in the concept of my store and want to visit it.

• Desire

– People will want to be a part of this inspiring community and support and buy from the brand will benefit them in being a better person. As well as being kind to the environment the clothes are stylish, increasing their appeal.

People will feel inspired by the store and want to buy into the concept and be a part of the community

• Action

– all this then leads to a customer purchasing from stella McCartney and building a loyalty to the brand.

People will then purchase the new range in this concept store.

Brand Positioning

From my research it is clear that in terms of sustainability, Stella McCartney is way ahead of competitors, and the price isn’t as high as some other brands within the same sustainability agenda. A very similar brand is Victoria Beckhams clothing company, however when looking into this brand they are not environmentally conscious at all, and the price of the garments are similar to those at Stella McCartney, therefore people are more likely to purchase from Stella’s brand as it allows the to be sustainable.

Formal clothing map shows that Stella in-between formal and casual branching out to many different people, and leaving room to involve new designs in the loungewear category or more sophisticated wear.

Competitor

Brand

Value Proposition

inspired by her parents’ eclectic and free sense of style

Target Audience

Range of Authority

Relationship with consumers

Females aged 24-45 years old

Bold, intuitive and refined. “Victoria adapts her own personal style to the needs and desires of the international women who swear by the label’s luxurious and flattering garments”

28-45 aged female

Bags, shoes, apparel, accessories for women and children

Store Attraction

Have a lot of loyal customers that like to shop sustainably A new campaign for spring 2023 is ‘rechilding’ – which is encouraging people to bring out their inner child and express what makes them feel young and free.

Dresses, Gowns, Jackets & Coats, Knitwear, Shirts & Tops, Trousers, Skirts, Denim, T-Shirts & Sweatshirts, Bodysuits, Sleepwear

Uses Victoria Beckhams personal account for brand social media, confusing for consumers.

No new campaigns

Analysis

Westwood liked to be influenced by historical eras and often uses heavy materials like wool fabrics, tweed and tartan. high quality, shapes, colours and have attitude in their style with a chic/punk edge

18 - 24 year old females

‘I describe the brand as ‘livable luxury’. Beautiful pieces made with luxurious fabrics that can be worn everyday, they are designed to be lived in...’

(PIERI, 2028)

Optimistic, playful, feminine, empowering and freeing.

H&M is a multi-functional fast fashion clothing store that keeps up with new emerging trends. They offer fashion and quality at the best price in a sustainable way.

28-45 aged female

women between 20 and 34

Clothing, bags, shoes, jewellery, accessories and sunglasses

Vivienne Westwood has a loyal customer base. The brand supports charities and share their contributions on their social media.

Shirts & Blouses, Tops, Dresses, Blazers, Coats, Pants, Knitwear, Sleepwear Skirts

Maggie Marilyn have a really creative and aesthetic online presence, which is really refresing to see. They post user-generated content to engage with consumors.

women, men, teenagers, children and babies clothes. As well as sportswear, underwear, cosmetics, accessories and shoes.

H&M connect wth consumers through their social media, website and in-stores. The brand has a members club where people can get exclusve access to certain products to feel connected with the brand.

A company Stella has collaborated with

Marketing Mix

• Product

– stella McCartney bring the newest fashion trends to the market without damaging the planet. She sells luxury sustainable items, such as, apparel, accessories, shoes, kids wear and newly release a beauty and skincare range. The products are stylish, feminine and sophisticated to appeal to the intended customers. In the new range I curate I want to include ready-to-wear designs that include loungewear and lingerie items to follow the stylish and feminine tone of the brand.

• Place

– There are 46 freestanding stores and an online store. The collections can also be found in Harrods, Selfridges, Net-a-Porter, Adidas and Harvey Nichols. The location of a store is a big factor to their success, I want to place my store in Manchester city centre. Manchester has been named the most vegan-friendly hotspots in the UK, according to Manchester World. “Results revealed that 22% of people in the city claim to be vegetarian or vegan, with 29% considering a vegan or veggie diet and 41% of meat eaters wanting to reduce their consumption”. Making it an idea place for Stella’s store. it would be surrounded by other luxury fashion houses that attract similar consumers.

• Price

– The price range for Stella McCartney ranges between £20-£6000, meaning there is always something for people to afford if they want to support the brand. I am going to include loungewear, such as tracksuits and active-wear, these are priced at around £700. And lingerie is usually priced around £200.

• Promotion

– the brand uses social media advertising to develop brand awareness, and they generate conversations between consumer and brand by asking for engagement. This is a good way of advertising as it doesn’t cost the brand anything. Earned advertisements include A-list celebrities like Natalie Portman, Gwyneth Paltrow, and Madonna have all been seen sporting a Stella dress or top on their red carpets (LILI, 2022). Also people such as Taylor Swift have been pictured wearing items out and about.

•

Marketing Strategies

Owned

– Stella McCartney has amny social media platforms such as Instagram, Facebook, Twiter and TikTok. They also have a easy to naviagate website. I found that they reach the most people through Instagram where they have a following of 7.2 million. This can build longer term relationships with existing and potential customers

• Paid

– Stella McCartney spent $100 million on advertising in digital in the last year (mediaradar). Stella McCartney recently placed a direct ad on www. ebay.com/

•

Earned

- Celebrities such as Taylor Swift, Kate Hudson, Rihanna, Beyoncé and Cameron Diaz have all been seen wearing Stella McCartney to red carpet events as well as in everyday life. This can generate recommendations betweeen different people.

• Social

– Creating a good relationship between consumer and brand is key to their succsess. This develops brand awareness, and conversations. This involves brand mentions in the full range of social media within & outside of the brands influence. A recent campaign from Stella is their REWILDING project, inspiring people to show what makes them feel child-like again. This creates user-generated content they can reshare.

Store Analysis

46 freestanding stores

Located in New York City, London, Paris, Milan, Tokyo, Shanghai and Beijing.

Old bond street London store : ‘swathes of rare stone or glossy metals to clad walls’, built in speakers into the ceiling playing calm, Mello music. The first floor has a rock display, and after researching I found out they are ‘black limestone from a quarry in Durham and rocks straight from the McCartney farm in Campbeltown’ (wayward, 2017). The store is one of the most sustainable fashion stores and everything is made with recycled materials, and it is also able to purify the air.

Store Aesthetic

Reinvigorating and Adapting

I want my store design to reflect the quote ‘We are all here on planet earth together’ from Stella McCartney. I want my store to be a place for like minded people can come to form a community and shop the brand. The featured range will be all about wellbeing and comfort as this is a forecast theme for the season.

Neutrals, grey and pink

– grounding natural colours will continue to be a trend in A/W 23/24. “Promoting balance and slowing down, as a timeless shade with trans seasonal and long-term appeal” (WGSN, 2023). Pink is scientifically proven to make people feel calm, it relates to wellbeing, also the breast cancer awareness colour which is something important to stella as its what her mother died from.

Copper

– I will use copper rails to give a minimal and sleek look to the store, according to wgsn, it is forecast Apricot Crush as a key colour for A/W 23/24. Clare Smith, Colour Strategist for WGSN “This balancing bright is an activating vitamin tone that embodies a full spectrum approach to health and wellbeing.”

Wooden textures

– brining nature inside, calm, wellbeing, natural

Fully sustainable store

– recycled materials for everything, natural light, tree for clean air, vegan café, the theme of community throughout, likeminded people. A step to overtake in the sustainable industry. All products will be stella McCartney designs, no adidas.

Centre piece

– cherry blossom tree “Cherry blossoms symbolize both birth and death, beauty and violence.”. In Japan cherry blossom trees are a place where communities gather together. Also, from my research I saw cherry blossom trees in places such as Blue Sakura restaurants, people can be seen taking photos in front of the tree and this promotes the brand.

Pantone Colours

I want to place my store in Manchester city centre. Manchester has been named the most vegan-friendly hotspots in the UK, according to Manchester World. “Results revealed that 22% of people in the city claim to be vegetarian or vegan, with 29% considering a vegan or veggie diet and 41% of meat eaters wanting to reduce their consumption”. Making it an idea place for Stella’s store. it would be surrounded by other luxury fashion houses that attract similar consumers.

back wall

right wall

left wall

Range Plan

After reading Mintel’s Global Consumer Trends 2030, I saw that health and wellbeing is becoming a trend itself and people are looking after themselves more. In addition,’ People are becoming more familiar with, and questioning, products and ingredients that promise previously-niche or unheard of solutions’. Activewear is one of the biggest selling designs, ‘the global activewear market is worth $380 billion in 2022’ (Seetharaman, 2022), and Stella have an opportunity to grow with this as they are well known for their Adidas x Stella collection. Loungewear and gym clothes are not only seen in fitness setting but people are styling it day to day for a more urban style.

A report on WGSN forecasts trends for 2024 and a concept called ‘Transformative’, this is where businesses explore the creative possibilities that AI tools allow. This involves a sensory experience, where the ‘dual aspects of these new designs drive a new take on modularity by offering multiple looks in one. Use these characteristics to elevate key items into interactive, eye-catching and playful pieces. The trend focuses on the movement of fabrics with soft layered sheers and stretch jerseys that moves as the body moves. Transformative prints allow garments to have multiple appearances, meaning multiple uses –therefore producing fewer options, and in the long term, less over production.

I felt inspired by Influencer @chantelle_paris, Chantelle continues to stay one step ahead with a modern aesthetic and a sustainable mindset. She designs romantic/grungey lingerie sets, which are forecast to become popular within the new season.

The new range will attract a new younger audience, expanding the brand consumer ages. The wellbeing theme will be reflected in the lingerie sets, in which people wear to feel sexy and good in themselves. In addition the lounge and sports sets can be worn to excersie or styled as urban fashion. The statement piece will be a baby blue trackset that can be styled alone or with the other items from the collection. I included a few nightwear garments to relate to the stay-at-home theme running through the collection.

Dungerees

Lingerie sets

Tracksuit

Gym tops

Night gown

Range Price

Fabric Swatches

JERSEY

Super soft and comfortable, perect for lounge wear

CREPE SILK

Soft and smooth, would be good for nightwear. Silk is very absorbant.

BETSY SATEEN

Patterened silky fabric, ideal for lingerie and details.

CAPRI STRETCH TWILL

lightweight fine cotton twill that will be used for dungarees.

FINE POPLIN

fine and densely woven poplin with a smooth finish. 100% cotton

Store Mockup

Evaluation

From my research on Stella McCartney and the success of their physical retail presence, I found that in order to improve and grow in the industry they need to follow the emerging trends. For example, designing their own lounge and sportswear collection and move away from adidas, therefore creating more sustainable efforts and attracting more custom. There needs to be more identity within the stores which trickles across all freestanding stores, making it easy for consumers to recognise the brand. Using all this I designed and created a Stella McCartney visual merchandising store mock-up with a new SS 23/24 collection. My main goal for the store was for it to be fully sustainable to reflect the brands ethics, therefore when creating my store, I used all recycled materials to reduce waste even within the production stage. The main colour that flows within the store is baby pink, I chose this as its seen as feminine and has scientifically been proven to promote calmness, also this is the colour which can see seen within breast cancer awareness charities. These are charities close to Stella’s heart as her mother died from breast cancer and she actively raises money for it through her campaigns. My design features a main centre piece, which is a cherry blossom tree, the tree would produce oxygen making the air clean inside the store, relating to the environmental efforts of the brand. To make the store easy to recognise I had the name boldly across the top of the shop and also the logo printed onto the glass window, to draw customers in via the window display. In addition, I added a sustainable icon I designed which can be used across all the fully sustainable stores to gain interest and lure people into the shop to experience this new concept. The aesthetic of the store is really minimal and helps the customer to focus on the garments in a light and airy environment. The range of clothes featured in the shop include a range of lingerie sets with the addition of lounge and sports clothes to pair with it. I wanted to promote self-care and wellness within the garments.

Future Plans

Vegan cafe where like-minded people can gather and meet new friends. Gives the copmany oppertunity to expand and create an identity without Stellas fame.

My store design gives the oppertunity to grow and design stores with the tree as the centre piece to make the shop easy to identify. It’s relevent to the brand as it reflects the sustainable theme and produces clean air within the stores.

References

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Images

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