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