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.