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.

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