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.