5
INTRODUCTION TO STELLA MCCARTNEY Stella McCartney is a luxury fashion brand with a sustainable philosophy at the core of the business. They are known for their clothing being tailored and chic, with both ready to wear collections and high fashion. Founded in 2001 they have a ‘goal of bringing a conscience to the fashion industry’, believing heavily in ‘reducing and reserving the environmental degradation’ (McCartney, 2020). Part daughter of the Beatle, Paul McCartney, and Linda McCartney who was a pioneer of animal rights, environmental protection, causes that Stella, too, is focused on
headquarters located in London (McCartney, 2020). Stella has proven to the industry and set an exceptional example that it is possible to be a profitable, successful and desirable brand.
TA I L O R E D
55 freestanding stores in fashion cities including New York and Paris, with
CLEAN
Stella has a presence worldwide distributing to 77 countries and operating in over
TIMELESS
2.1 INTERNAL ANALYSIS
materials that mimic those of real fur and leather (McCartney, 2020).
FUNCTIONAL
(McCartney, 2020). Innovation is at the core of her brand as she strives to pioneer
BRAND AESTHETIC
of the business’ edge arises from Stella being a high-profile individual and the
