PART TWO:

Stella McCartney’s use of visual channels to convey brand values.

Luxury fashion brand Stella McCartney uses multiple digital channels to represent its ethics and values as a brand. Visual channels allow brands to be consistent across several platforms and promote their brand values authentically. These channels include its website, social media, in store experience and emails (Arruda, 2016). As a company, it prioritises the sustainable and ethical creation of its products, as well as aiming to reduce its environmental impact (StellaMcCartney.com, 2023). These brand values are showcased to consumers consistently over several digital channels, including social media and advertisements.

On Stella McCartney’s website, its brand values are represented through visual imagery, using animals and outdoor settings on its landing page to promote the idea that the brand are environmentally conscious. The images used are bright and emotive, using a colourful yet simplistic style. The use of natural colours such as green has a positive reaction as it connotes prosperity and growth reminding customers the importance of shopping sustainably, subsequently inviting the customer to purchase from Stella McCartney. (Lischer, 2023). On its social media handle, natural imagery and environments are used to promote the idea of its ethical and corporate social responsibility as a business (Instagram.com, 2023). Emotive imagery is theorised to influence the opinions and thoughts of the viewer (Huddy and Gunnthorsdottir, 2000), and by using endearing animals and a natural environment to showcase Stella McCartneys’s products, it promotes the idea that as a brand they value sustainability and protecting the planet. By consistently using visual imagery across several channels, the consumer can easily understand the brand values and ethics of Stella McCartney.