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.