Custumer Profile:

Name: Emerald Evergarden.

Age: 27

Lives in: Tlanta, Georgia.

Occupation: Nutritional theropist.

Life style: Friendly and approachable.

Hobbies: Voluntury and approachable, gardening, photography, fashion styling.

Omnichannels:

Sustainably:

The Stella McCartney brand values the developmental change on restoring our planet as well as searching for new and improved ways of creating fashion, but with sustainable materials and in general reducing the earth carbon footprint that is especially gone into the construction of clothes. They are guided by these bold values of “making every action count, inspiring trust and celebrating life”. One of the actions that this brand has put in place to better our environment is Mirum fabric, a 100% plastic-free alternative to animal leather, first known scalable. Developed by Natural Fibre Welding (NFW). Stella McCartney has always been loyal to Mother Earth and the environmental communities, so they would never source from animal skin because of the impact on biodiversity loss, as well as the inhumane treatment for animals. One of their determined goals to achieve by 2025 is to have 100% recycled sources. In which Mirum has achieved this through environmental factors but also the social and luxury quality standards. The NFW company has been invested by Stella McCartney SOS Fund to develop Mirum, a vegan alternative, inspiring the rest of the fashion industry to be encouraged to take responsibilities for their own production and consumption, and drive them to find other friendly solutions. Furthermore, Stella McCartney focuses on the negative impacts of conventional farming and agricultural production used. As the heavy usage of machinery, chemicals and the harsh techniques has long-term consequences by leaving the soil in a horrible state as it takes the ability to support life by stripping it of nutrients that then leads to global impacts. The future for Stella McCartney is the ‘nature-positive’ approach to farming to ensure that the process will not destroy land and soil and instead restore it. Some of the benefits that come from regenerative agriculture is; that the soil nutrients are actively restored, it also increases the soil’s ability to store water and carbon, as well as increasing the resilience and reliability of crops, and enhances and increases biodiversity. On top of that, Stella McCartney’s brand has only used recycled cashmere since 2016, along with their knitwear being made certified recycle Re.Verso cashmere. This provides the same impact as virgin cashmere by offering the same soft and insulating qualities , yet the environmental impact is several times lower. For a single typical cashmere sweater to be made it would take four goats to produce enough fibre, however for five sweaters it would take only one sheep as it produces enough fibre. This is an example of why cashmere traditionally is seen as a luxury material to own. In addition the use of cashmere in 2014 accounted for 28% of our total environmental impact, despite only making up 0.1% usage. On the other hand by 2016, they were able to reduce it to 11% on impact, which the brand achieved by increasing its use of cashmere and eliminating virgin cashmere. In conclusion, Stella McCartney’s brand has many other solutions and impressive methods and materials to improve our environmental health, and the well being of animals.