Stella McCartney
“There’s no excuse for fur in this day and age.”
Table of
CONTENTS 0 1
DESIGNER
0 2
COMPANY
0 3
PRODUCTS
About Stella
Mission Statement
In her collection
0 4
ACTIONS
0 5
SWOT
0 6
CONCLUSION
Organizations
Strength & Weakness
My thoughts.
About Stella “I represent something for women. I’ve built up trust with them and that’s important.” -Stella McCartney
Stella McCartney,
Signature Style of sharp tailoring, natural confidence and sexy femininity.
Born and raised in London and the English country side.
Company
“I design clothes that are meant to last. I believe in creating pieces that are not going to get burnt, that are not going to landfills and that are not going to damage the environment. For every piece in every collection, I am always asking what have we done to make this garment more sustainable and what else can we do. It is a constant effort to improve…” -Stella McCartney
Overview 1
IN THE BEGINNING In 1997 she was appointed creative director of Parisian fashion house Chloe, succeeding Karl Lagerfeld in the role. In 2001, Stella McCartney launched her own fashion house under her name in a partnership with Kering as a 50/50 joint venture and showed her first collection in Paris.
COLLABORATION
2
She launched a joint-venture line with Adidas, establishing a long-term partnership with the corporation, in September 2004. The collection, called simply Adidas by Stella McCartney, has since grown to include a wide range of dierent sportswear including yoga, tennis, winter sports and golf.
3
NEW LINES
In 2008, a new lingerie collection of aspirational styles that reflect a modern woman’s needs was launched. Also in 2010 the first Stella McCartney Kids collection debuted, capturing the spirit and energy of kids today for boys, girls and babies ages newborn to 14 years.
Company Statement We are responsible for the resources.
Responsible We understand that it is our responsibility to do what we can to become a more sustainable company. We are responsible for the resources that we use and the impact that we have. We are always exploring new and innovative ways to become more sustainable.
We’re always trying. Honest
We are dedicated to continuing our work towards being able to replace what we have taken from the environment. We will continue to consider the impact we have on the planet as we design clothing, open stores and manufacture our products.
We’re considering the future of planet. Modern
We think that being modern means considering the future, not just the future of design, but also the future of the planet. We are dedicated to helping change people’s perception of eco fashion. We think that sustainability can take the form of beautiful and modern clothing and accessories.
Products “As a designer, I like to work with fabrics that don’t bleed; that’s why I avoid all animal skins.” -Stella McCartney
Eco Friendly Products ECO FRIENDLY EYEWEAR Their sustainable eyewear collection is the result of extensive research into the use of raw materials from natural origins such as castor-oil seeds and citric acid. The collection is made from over 50% natural and renewable resources.
ECO ALTER NAPPA A new eco materials for our vegetarian friendly shoes and bags. This innovative material has a coating created with over 50% vegetable oil, a renewable natural resource. This enables us to use less petroleum in our products. The vegetable oil used in this material comes from non-animal sources. All of the bags are lined with fabric made from recycled plastic water bottles.
Eco Friendly Products SUBSTAINABLE WOOL Stella McCartney has partnered with the Nature Conservancy and Ovis XXI in a new ground breaking project using sustainable and cruelty free wool. The wool originates from the sheep of Patagonia in Argentina and has been produced specifically in accordance to new sustainability standards and developed by the internationally renowned conservation organization.
CRUELTY FREE MATERIALS They do not use leather, skins (i.e. python, crocodile and other exotics), or furs in any products or licensed products. They also make sure that none of the glues contain animal products. Stella McCartney products are ever tested on animals.
Eco Friendly Products
SUBSTAINABLE WOODS All of the wood used in their accessories is sustainability certified. They also use sustainability certified wood in their stores with features such our signature herringbone floors.
BIODEGRADABLE SOLES All of the rubber soles used in their
collections are made from bio plastics called APINAT sourced from renewable raw materials. This means they will degrade when placed in mature compost.
Eco Friendly Products THE NOEMI TOTE – MADE IN KENYA Stella McCartney has created a range of hand-made recycled canvas tote bags in collaboration with the International Trade Centre’s Ethical Fashion Initiative. The programme goes beyond charity and aims to generate economic independence for participating artisans. By providing work and training, sustainable livelihoods are being created within some of the most disadvantaged communities in Africa.
STELLA LINGERIE Stella lingerie line uses recycled metal for hardware and organic cotton for the gussets. It’s a wearable everyday range, incorporating cutting-edge technology to create one of the thinnest, lightest and most invisible collections in the world.
Eco Friendly Products ADIDAS BY STELLA MCCARTNEY DRY DYE T-SHIRT They launched a revolutionary DryDye t-shirt as part of the Autumn 2012 collection. The first of its kind, this innovative DryDye technology uses no water to dye clothing and it only requires 50% of chemicals and energy that traditional dye uses.
ADIDAS BY STELLA MCCARTNEY The adidas by Stella McCartney collection is part of the adidas Better Place Program. To make the grade, the materials must come from a sustainable source, be produced without dangerous chemicals, and be manufactured under the highest workplace standards with waste and energy management systems. All adidas by Stella McCartney products are PVC free.
Actions “I’m a real believer that just doing a little something is a lot better than doing a lot of nothing..” -Stella McCartney
Organization
Clean by Design by NRDC
Ethical Trading Initiative
International Trade Centre
They are an innovative program that uses the buying power of multinational corporations as a lever to reduce the environmental impacts of their suppliers abroad. Clean by Design focuses on improving process eiciency to reduce waste and emissions and improve the environment.
An alliance of companies, voluntary organizations and trade unions, all working together to improve working conditions around the world.
The program goes beyond charity by providing work and livelihood to disadvantaged communities in Kenya. Stella McCartney created tote bags in partnership with the UN made by hand. Since 2012 they’ve reached 160 people.
Organization
Actions taken
“I Am Eco Warrior” Stella McCartney featured in the 2013 awareness campaign, ‘I Am Eco-Warrior’ by Roger Moenks for her commitment to running an environmentally conscious business and creating products that do not use leather, fur or exotic skins.
PETA Stella McCartney appears in a video by People for the Ethical Treatment of Animals released in 2012. The subject is animal suffering in the leather industry and the risks to human health and the environment from tanneries.
“Everyone can do simple things to make a difference, and every little but really does count.” -Stella McCartney
SWOT
SWOT Analysis Strength Weaknesses Opportunities Threats
1
Famous Parents - Daughter of former Beatles member Sir Paul McCartney and American photographer and animal rights activist Linda McCartney.
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Cruelty Free Fashion- Reputation ensuring her products are cruelty-free and does not use anything animal.
3
Environmentally Friendly- She uses materials that are sustainable and recycled.
4
Support of Animal rights- A spokesperson for PETA.
5
Sustainability Summary- Outlines its commitment to organizations every year.
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Strong Brand Recognition- Chic and environmentally friendly.
SWOT Analysis Strength Weaknesses Opportunities Threats
1
Faux Leather- Loss in potential sales in leather accessories.
2
Not 100% environmentally friendly- Stella McCartney admits that she is not 100% environmental friendly.
3
Group that she belongs- Although Stella McCartney campaigns for animal rights, the company that owns the brand, endorses the use of fur in many of its other fashion brand.
4
Connections- Stella McCartney company is connected to a ring of brands that conflict with her morals.
SWOT Analysis Strength Weaknesses Opportunities Threats
1
Campaigns- Work with famous celebrities which do not use fur.
2
Make their own fabric-They don’t make their own fabric, can only use what is available in the market. Colors can be very limited in organic ranges, lack richness of texture.
SWOT Analysis Strength Weaknesses Opportunities Threats
1
Collaborations- She has involved, including partnership with Adidas, a collection for H&M, Gap, which are fast fashion brands that sanctum cheap labor in underprivileged Asian countries, and therefore sweatshop manufacturing practices to produce garments.
2
Limited Choices- They don’t make their own fabric, can only use what is available in the market. Colors can be very limited in organic ranges, lack richness of texture.
3
Questioned by the Social- Claim to be animal friendly company while still using silk and wool in the collection.
Conclusion
“You have to be hopeful that people will be more educated in how they buy things, and hopefully more luxury brands will start to think that way on a long term basis.� -Stella McCartney
References "Stella McCartney - Official Website. Women's Ready-to-wear, Accessories, Lingerie, Sports Performance Collection." Stella McCartney. N.p., n.d. Web. 15 Oct. 2014. "Luxury Brands Must Wake up to Ethical and Environmental Responsibilities." Green Living Blog. N.p., n.d. Web. 16 Oct. 2014. "Stella McCartney Explains Why She Doesn’t Use Leather in PETA Video." Ecouterre Stella McCartney Explains Why She Doesnt Use Leather in PETA Video Comments. N.p., n.d. Web. 15 Oct. 2014. "Stella McCartney | Discover Stella McCartney's Company Page | The Business of Fashion." Stella McCartney's Page. N.p., n.d. Web. 15 Oct. 2014. "Our Members." Ethical Trading Initiative. N.p., n.d. Web. 15 Oct. 2014.
Thank You For Listening.