References

Brand

Stella McCartney. (2016). About Stella. Available: http://www.stellamccartney.com/experience/en/about-stella/. Last accessed 26 Feb 2016.

Stella McCartney. (2016). Materials. Available: http://www.stellamccartney.com/experience/en/material/. Last accessed 28 Feb 2016.

Vogue. (2013). Stella McCartney - SS14. Available: http://www.vogue.co.uk/fashion/spring-summer-2014/ready-to-wear/stellamccartney. Last accessed 21 Feb 2016.

Vogue. (2014). Stella McCartney - SS15. Available: http://www.vogue.co.uk/fashion/spring-summer-2015/ready-to-wear/stellamccartney. Last accessed 21 Feb 2016.

Vogue. (2015). Stella McCartney - SS16. Available: http://www.vogue.co.uk/fashion/spring-summer-2016/ready-to-wear/stellamccartney. Last accessed 21 Feb 2016.

Trends and Colours

Craggs, H. (2016). Colour Update, S/S 2017 - Women & Young Women. Available: http://www.wgsn.com/content/board_viewer/#/64525/page/1. Last accessed 5 Mar 2016.

Boddy, J. (2015). Encounter Culture, Spring/Summer 2017. Available: http://www.wgsn.com/content/board_viewer/#/59181/page/1. Last accessed 27 Feb 2016.

Boddy, J., Sinclair, R.. (2015). The Fashion Forecast Women & Young Women SS/17 - Encounter Culture. Available: http://www.wgsn.com/content/board_viewer/#/59275/page/1. Last accessed 28 Feb 2016.

Fabrics

MacCulloch & Wallis, (2016), No.9 Plastic Heavyweight Open End Zip [ONLINE]. Available at: https://www.macculloch-wallis.co.uk/p/61/open-endzips/mw/no9-plastic-heavy-weight-open-end-zip [Accessed 29 Feb 2016].

MacCulloch & Wallis, (2016), 23mm Metal Button [ONLINE]. Available at: https://www.macculloch-wallis.co.uk/p/B710-36/metal-buttons/mw/23mmmetal-button [Accessed 29 Feb 2016].

MacCulloch & Wallis, (2016), Black Ribbing [ONLINE]. Available at: https://www.macculloch-wallis.co.uk/p/2278/ribbings/mw/black-ribbing [Accessed 29 Feb 2016].

MacCulloch & Wallis, (2016), Bodycon Jersey [ONLINE]. Available at: https://www.macculloch-wallis.co.uk/p/21132/technical-fabrics/mw/bodyconjersey [Accessed 29 Feb 2016].

Top Fabric of Soho, (2016), Cotton Muslin - Unbleached Natural [ONLINE]. Available at: http://www.topfabric.co.uk/cotton-muslin-unbleachednatural.html [Accessed 29 Feb 2016].

MacCulloch & Wallis, (2016), Crepe de chine [ONLINE]. Available at: https://www.macculloch-wallis.co.uk/p/21149/crepes-drapeyfabrics/mw/crepe-de-chine [Accessed 29 Feb 2016].

Pongees, (2016), Crepe de chine [ONLINE]. Available at: http://pongees.co.uk/content/228 [Accessed 29 Feb 2016].

MacCulloch & Wallis, (2016), Creped Luxe Matt Jersey [ONLINE]. Available at: https://macculloch-wallis.co.uk/p/20910/plain-stretch-fabrics/mw/crepedluxe-matt-jersey [Accessed 29 Feb 2016].

Pongees, (2016), Duchess Stretch [ONLINE]. Available at: http://pongees.co.uk/content/2080 [Accessed 29 Feb 2016].

Joel and Son Fabrics, (2016), Fuchsia Pink Stretch Cotton [ONLINE]. Available at: http://www.joelandsonfabrics.com/uk/3748 [Accessed 29 Feb 2016].

Top Fabric of Soho, (2016), Ivory Satin Lining [ONLINE]. Available at: http://www.topfabric.co.uk/ivory-satin-lining.html [Accessed 29 Feb 2016].

MacCulloch & Wallis, (2016), Knitted Ribbing [ONLINE]. Available at: https://www.macculloch-wallis.co.uk/p/13544/ribbings/mw/knitted-rib [Accessed 29 Feb 2016].

Joel and Son Fabrics, (2016), Lemon Yellow Cotton Flannel [ONLINE]. Available at: http://www.joelandsonfabrics.com/uk/4226 [Accessed 29 Feb 2016].

MacCulloch & Wallis, (2016), Matt Stretch [ONLINE]. Available at: https://www.macculloch-wallis.co.uk/p/21140/technical-fabrics/mw/mattstretch [Accessed 29 Feb 2016].

MacCulloch & Wallis, (2016), No. 3 Brass Jean Zip 23cm [ONLINE]. Available at: https://www.macculloch-wallis.co.uk/p/85160-23/closed-endzips/mw/no3-brass-jean-zip-23cm [Accessed 29 Feb 2016].

MacCulloch & Wallis, (2016), Non-Fusible Waistband Stiffening [ONLINE]. Available at: https://www.macculloch-wallis.co.uk/p/8161/vilene-tapeswaistbanding/mw/non-fusible-waistband-stiffening [Accessed 29 Feb 2016].

MacCulloch & Wallis, (2016), Polyester 4-Hole Button [ONLINE]. Available at: https://www.macculloch-wallis.co.uk/p/B913/plastic-buttons/mw/polyester-4hole-button [Accessed 29 Feb 2016].

Pongees, (2016), Poly/Silk Duchess Majestic [ONLINE]. Available at: http://pongees.co.uk/content/2414 [Accessed 29 Feb 2016].

MacCulloch & Wallis, (2016), Polyester concealed zip [ONLINE]. Available at: https://www.macculloch-wallis.co.uk/p/81050-60/concealed-zips/mw/60cmpolyester-concealed-zip [Accessed 29 Feb 2016].

Pongees, (2016), Viscose/Silk Satins [ONLINE]. Available at: http://pongees.co.uk/content/1760 [Accessed 29 Feb 2016].

Top Fabric of Soho, (2016), White Anti-Static Lining [ONLINE]. Available at: http://www.topfabric.co.uk/white-anti-static-lining.html [Accessed 29 Feb 2016].

Logos and Icons

Winkreative, (2016), Stella McCartney logo [ONLINE]. Available at: http://www.winkreative.com/portfolio/stella-mccartney/ [Accessed 29 Feb 2016].

Appendices

http://www.chicobsession.com/spotted-stella-mccartney-cross-stitch-denim/

1. Customer Profile:

Age: 20 - 40

Gender: Female

Job: Creative industries

Income: £5000 - £9000 per month

Hobby: Listening to music, gardening, cooking, traveling

Favorite films: Indiana Jones, Velvet Goldmine

Favorite music: MGMT, Florence and the Machine, Tame Impala,

Moby

Favorite brands: Isabel Marant, Acne Studios, Max Mara, Jil Sander

Shopping frequency: A few times in a month

Designer awareness: Quite aware

Environmental awareness: Quite aware

2. Competitors:

The competitors of Stella McCartney listed here are chosen due to the similarities in the target customers, price range architectures and their comparable style aesthetics.

Isabel Marant is a French fashion house founded by Isabel Marant in 1994. Its style aesthetics are Parisian bohemian-chic with clean, modern touch.

Price Points Entry: £200-£500 Mid: £800-£1000 Exit: £ 3000+

Victoria Beckham is a fashion brand founded by Victoria Beckham in 2008. Its style aesthetics are modern, edgy with a hint of femininity and sophistication.

Price Points Entry: £300-£400 Mid: £800-£1000 Exit: £2000-£4000

3.1 Phillip Lim is an American fashion label founded by Phillip Lim and Wen Zhou in 2005. Its style aesthetics are modern, casual, and youthful.

Price Points Entry: £200-£500 Mid: £600-£1000 Exit: £1500+

Céline is a French fashion house founded by Céline Vipiana in 1945. Its style aesthetics are a combination of clean-cut, minimalist, innovative and classic pieces.

Price Points Entry: £700+ Mid: £1000-£3000 Exit: £4000+

3. Color Trend:

Fabrics:

Bodycon Jersey 97% Cotton, 3% Elastane Roll Width: 1.40m £12.50/m MacCulloch and Wallis

Stretch Cotton 97% Cotton, 3% Lycra Roll Width: 1.35m £41.90/m Joel and Son Fabrics

Italian crepe de chine 20% Acetate, 80% Silk Roll Width: 1.40m £12.50/m MacCulloch and Wallis

Cotton Flannel 100% Cotton Roll Width: 1.50m £18.90/m Joel and Son Fabrics

Matt Stretch 97% Polyester, 3% Elastane Roll Width: 1.40m £12.50/m MacCulloch and Wallis

Creped Luxe Matt Jersey

37% Viscose, 60% Polyester, 3% Elastane Roll Width: 1.55m £12.50/m MacCulloch and Wallis

Italian light-washed denim jacket 97% Cotton, 3% Elastane Roll Width: 1.40m £12.00/m MacCulloch and Wallis

Polyester/Silk Duchess 60% Polyester, 40% Silk Roll Width: 1.40m £25.08/m Pongees

Crepe de chine 100% Silk Roll Width: 1.40m £17.06/m Pongees

Viscose/Silk Satin

70% Viscose, 30% Silk Roll Width: 1.40m £13.26/m Pongees

Dutchess Stretch 42% Silk, 5% Lycra, 53% Nylon Roll Width: 1.40m £40.72/m Pongees

*Note that all fabrics are rounded up in order to match the pricing architecture breakdown of core, trendy cutting edge pieces.

Advantages of Key Fabrics

Cotton is a good fabric to use due to their ability to absorb, and is a relatively easy material to care for that will also last a long time.

Silk is a strong natural fibre that is absorbent, lustrous and is lightweight and convenient to use

Polyester is a strong material that has an advantage of being durable, resisting wrinkles, abrasion, scratches. It also dries quickly.

Viscose is a relatively affordable material with high quality performance. It also requires less cleaning than similar fabrics.

Supply Chain