Digital marketing project Ishita Sawant

1. ISHITA SAWANT

2. TIMELINE
Graduated from Central
Saint Martins & 2 years
later became the creative
director of Chloe
Brand Stella
McCartney is
launched in a
50-50
partnership
with the Kering
Group
Launch of long-
term collaboration
with Adidas
Best British
brand of the
year
Menswear
collection is
launched
After 17 years,
Stella buys back
a majority stake
in the company
from Kering
1995 2001 2004 2015 2016 2018

3. ABOUT THE BRAND
- Stella McCartney is the first eco-friendly
luxury fashion house
- The brands product portfolio consists of
ready-to-wear, handbags and shoes for
women, men and kids
- Today they have 863 retailers globally.
The only Asian stores are in Singapore,
Hong Kong and Shanghai
- 2018: ￡180M in sales
- 2020: ￡250M in sales

4. DIGITAL ANALYSIS
- Nearly 50% of the website traffic is
driven from the US and UK. While
7% is driven from Japan.
- Website, Social and collaborative
content is heavily focused on a
matured audience in the sustainability
space
- Extreme sale and promotional
products pushes happen via retail
partners. The brand itself follows a
conservative route

5. PAID
- E-mail Corresponds to 1.62% of
the click's conversions to the Stella
McCartney Website. 1-2 emails
are sent out per week.
- Paid research is responsible for
12.44% of the website traffic.
1.41% of the display ads convert
to the website traffic. Brand is
prominent on Google shopping,
Yahoo Shopping and Bizrate.com
- Brand traffic is enabled through E-
Advertising, E-PR (Influencers),
Web Series, TV Shows and movies

6. OWNED
- Stella McCartney advances digital
strategy with content-heavy iPad app
- 61.87% of the referral visits are from
the Good On You website.
- Instagram: 6.5M Followers, 3.9K
Interactions/Day and 2.3 Posts/Day
- Facebook: 941K Followers, 1.7K
Interaction/Day and 1.7 Posts/Day
- Twitter: 1M Followers, 50
Interaction/Day and 1.67 Posts/Day
- YouTube: 18.4K Subscribers and 1
posts/month

7. EARNED
- Fairly positive reviews on quality of
product and customer service
- Multiple mentions, shares and
reposts by celebrities and Stella’s
personal account
- Sustainability related reviews
boosting SEO, driving 73.35% of
organic search traffic to the website

8. SHARED
- 34.87% of the social media traffic is
driven from Instagram
- Top celebrities such as Reese
Witherspoon and Kris Jenner have
reposted/posted about new collection
and initiatives
- Brand collaboration with Adidas serves as
a massive marketing campaign across
social media and shared media outlets.

9. DIGITAL COMPETATIVE ANALYSIS

10. VICTORIA BECKHAM
- Founded in 2008, UK. Targets
25-45 YO Women belonging to
the upper-middle class.
Positioned as Affordable luxury,
classic and feminine designs
- Business traffic is driven via
email marketing, paid research
traffic (16.96%) and Display ads
(1.45%).Presence across
Google and Yahoo shopping
platforms
- Brand traffic is driven via
campaigns to celebrate
milestones and collaborations
(Reebok X VB)
- Facebook: 3.1M Followers,
1.1K Interactions and 0.67
posts/day

11. ALEXANDER MCQUEEN
- Founded in 1992, UK. Target 20-
45 YO women who have a bold
style. Positioned as luxurious,
innovative and bold
- Business traffic is driven via email
marketing, paid research drives
15.93% traffic and display ads
drive 0.64%. Presence across
Google and Yahoo platforms
- Brand traffic is driven via
storytelling YouTube videos,
website and spin-off MCQ label
- Instagram: 7.7M Followers, 7.3K
Interactions and 2.17 posts/day

12. VIVIENNE WESTWOOD
- Founded in 1971, London. Targets
women and men who are artistic
bold, socially and environmentally
engaged. Positioned as a creative and
sustainable niche
- Business traffic is driven via email
marketing, Paid research drives
15.83% traffic, display ads covert to
0.54% traffic and the brand is present
on Google and Yahoo
- Vivienne keeps her audience
engaged through YouTube and
catwalks. Often updates blog posts on
her website regarding brand heritage
- Instagram: 1.5M Followers, 2.4K
interactions/post and 2.3 posts/day

13. ALO
- Founded in 2007, LA. this brand is for men
and women who put their clothing comfort
and quality at the forefront of their exercise
practice
- Business traffic is driven via email
marketing. An average of 7 email are sent
out in a week. Paid research drives 30%
of the traffic. Presence across Google,
Yahoo and Facebook platforms
- Brand traffic is driven via a diverse group
of influencers and sponsored content
across media outlets
- Instagram: 326K Followers, 3K
interactions/day and 4 posts/day

14. RECCOMENDED STRATEGY
Sustainability is a
norm for Gen Z
and thus Stella
targets Gen Z via
Social Media
channels.
Brand traffic can be
driven via plant-based
and veganism-based
messaging. Targeted ads
to individuals who are
looking to make the
switch
Emails sent
4/week with a
sustainability and
promotions
Focus on Stella’s world
to drive increased
organic reach and SEO

15. BUSINESS TRAFFIC: SEO
A tech giant and eco-luxury
brand plan to track the
environmental impact of
cotton and viscose, two of the
most used fibers in clothing.
Their goal: create a tool that
can quantify even the most
obscure links in the fashion
supply chain

16. BUSINESS TRAFFIC: E-MAIL
Email Marketing should be driven and targeted
towards customers who are just delving into the
realm of sustainable living. Thus, a good mix of
sustainability messaging coupled with subtle offers will
give the customer incentive to try out Stella
McCartney products

17. STELLA’S WORLD
- Stella McCartney keeps the public close
to her values and brand storytelling. It is
basically a webzine, and we can find
content regarding latest news and
sustainable development
- As Instagram and Pinterest driven greater
than 70% of the social traffic, Stella’s
World messaging can be leveraged via
these two platforms

18. SOCIAL MEDIA & INFLUENCERS
- Leverage influencers such as
@sustainably_vegan (94.3K) based
out of the UK and @eurgeenia
(10K) based out of Hong Kong
- Used UGC, Celebrity content and
Stella’s own features which drive
the most engagement on social
media

19. BUDGET
- Total Budget: 1M€
- 66% of traffic is from search: Invest in SEO to
ensure keywords- “Stella McCartney” and “Stella
McCartney Bag” results are optimized, average
customer acquisition cost for luxury e-commerce
is €85 (25%)
- 4.75% of traffic is driven via display ads: Invest in
getting placements in top-tier publishers such as
Buzzfeed which also appeal to Gen Z (25%)
- 0.67% traffic is driven via e-mails: Focus on
targeted emails marketing focused on forgotten
cart and browsers (25%)
- Invest in App beautification and functionality to aid
growth in Japan (25%)

20. DIGITAL MARKETING PLAN
- PAID: Focus on targeted ads in the APAC region and to
individual exploring a sustainable lifestyle
- OWNED: Focus on UGC, celebrity and creative director
focused content. Develop Stella’s world messaging
across platforms
- EARNED: Focus on top-tier media outlets which have a
global presence and a young audience. Engage with
celebrities and consumers to earn reviews
- MOBILE: Develop interactive app for mobile like new
IPad content-heavy app, will enable Gen Z and APAC
region to engage with the brand
- SHARED: Effective method of driving up engagement
rates on shared media outlets, leverage Adidas’s
prominence globally and tie up with their sustainability
initiative

21. QUARTERLY CALENDAR
Q1: Survey Asian markets and begin personalized
web and app development. Sign on Local Influencers
Q2: Produce and publish knowledge-based content
on top-tier media outlets
Q3: Create new fresh digital campaign on Stella
McCartney Bags
Q4: Launch Stella McCartney App with customization
options targeted towards Asia, Co-market with
Adidas

22. KEY PERFORMANCE INDICATORS
- Profit and sales boost: Net Operating Margin & Return
on Investment
- Conversion Rate, Lead Generation Traffic Sources:
Click-Through Rate, Social Shares, Bounce Rate, Media
Features, Engagement Rate and App Downloads

23. GLOBAL PERFORMANCE
- Drive up at least 1 more Asian country (Singapore,
China or Hong Kong) to the top markets of Stella
McCartney
- Focus on Growing Japan market with relevant
collaborations: Kireime Style – @reinahoshi
- Work on digital and social campaigns in Germany
and Italy to grow to a bigger audience

24. SUMMARY
- Stella McCartney and her
competitors conquered the e-
commerce space owing to their
superior percentage of organic
traffic
- The designer herself is a massive
asset to the brand and the
content generate directly by her
has a superior engagement rate
- Majority of the brands have
shown that mobile traffic is more
engaging than desktop thus
paving way for new and
innovative mobile applications

25. CONCLUSION
Stella McCartney has tremendous
opportunity to grow online as only
3.69% of her traffic is driven via social
media. This would require a re-invention
of their social media strategy. The brand
must continue to invest in the content of
their website and particularly “Stella’s
World” which will continue to grow the
organic traffic to the website

26. THANK YOU!

27. REFERENCES
- https://ww.fashionnetwork.com/news/stella-mccartney-expands-in-luxury-hungry-
asia,40487.html
- https://www.stellamccartney.com/gb/en/stellas-world/about-stella-mccartney.html
- https://www.similarweb.com/website/stellamccartney.com/#display
- https://www.businessoffashion.com/articles/sustainability/exclusive-stella-mccartney-and-
google-have-a-plan-to-fix-fashions-environmental-data-gap
- https://in.fashionnetwork.com/news/stella-mccartney-and-net-a-porter-partner-on-bespoke-
app,642498.html
- https://www.retaildive.com/ex/mobilecommercedaily/stella-mccartney-advances-digital-
strategy-with-content-heavy-ipad-app-luxury-daily
- https://www.mailcharts.com/companies/alo-yoga-email-marketing
- https://www.businessoffashion.com/articles/sustainability/exclusive-stella-mccartney-and-
google-have-a-plan-to-fix-fashions-environmental-data-gap
- https://www.japanbuzz.info/5-female-japanese-fashion-influencer-tribes/
- https://ww.fashionnetwork.com/news/stella-mccartney-expands-in-luxury-hungry-
asia,40487.html