The combination of Stella McCartney's corporate research, customer research, color and trend research, and a new concept and fashion board for a possible upcoming Stella McCartney line.

1. By Tanise Edwards
Raashi Raney
Jessica Sweitzer

2. ABOUT STELLA
MISSION STATEMENT
Stella McCartney was born and raised in London
and on an organic farm in the English countryside.
After graduating from Central St. Martins in 1995
and becoming Creative Director of Chloe in Paris in
1997, she launched her own fashion house based
on sustainability, cruelty-free materials, sharp
tailoring, natural confidence, and sexy femininity.
We are agents of change. We challenge and push
boundaries to make luxurious products in a way that is fit for
the world we live in today and the future: beautiful and
sustainable.
No compromises.
Each decision we make is a symbol of our commitment to
defining what the future of fashion looks like. From never
using leather or fur and pioneering new alternative materials
to utilising cutting edge technologies, pushing towards
circularity, protecting ancient and endangered forests and
measuring our impact with ground-breaking tools.

3. October
2001
Stella McCartney is launched
in partnership with Kering as
a 50/50 joint venture
The first collection is shown
in Paris
2003
Stella McCartney launched
her first perfume “STELLA”
September
2004
The long-term partnership
with Adidas was introduced
2008
A new lingerie collection of
aspirational styles that reflect
a modern woman’s needs
was launched
2010
The best selling item, the
Falabella handbag is
introduced
A kids collection is
introduced, capturing the the
energy and spirit of kids for
newborns and 14 year olds
2012 & 2016
For the summer olympic
games in 2012 and 2016,
Stella McCartney was
appointed Team GB’s
Creative Director by Adidas,
being the first fashion
designer to design apparel
for a country’s team
In 2016, Stella also launched
her new fragrance “POP”

4. Though it is noted that Stella McCartney has never been one of Kering’s top earning houses, it is estimated that the brand
earned between $150 - $200 million in 2015.
This estimation does not include McCartney’s menswear revenue, which was launched in 2016, or the collaborations and
partnerships with Proctor and Gamble, adidas, and Bendon Group, making the current full retail value much higher.
KERING
Stella McCartney was started as a 50/50 partnership
with French parent company Kering. After 17 years of
partnership, Stella McCartney bought back the
Kering’s half of the company in 2018, giving her the
complete ownership of her brand.

5. HEAD OFFICE
West London
GLOBAL COMMUNICATIONS
Based in New york, but there is an
extensive team in London and global
satellite offices
DISTRIBUTION
Wholesale and retail offices are
situated in Milan and Switzerland
PRODUCT DEVELOPMENT
AND PRODUCTION
In Italy just outside of Milan

6. There are currently 51 freestanding stores in locations such
as Manhattan’s Soho, London’s Mayfair, West Hollywood,
Paris, Milan, Tokyo, Shanghai, and Beijing.
The sales teams are expertly trained as brand
ambassadors who showcase the brand by providing an
inspiring, fun and luxurious experience through natural
confidence.
WHOLESALE
Collections are distributed in 77 countries and
863 doors including specialty shops,
department stores, and shipped to 100
countries online.
RETAIL

7. SUSTAINABILITY
Stella McCartney’s three themes of
sustainability:
Respect for Nature
Respect for People
Respect for Animals
McCartney believes in respect of the
environment, people, and animals because we
all depend on one another and should aim for
positive impact.
VEGETARIAN MANUFACTURING
Fur-Free-Fur
Bio-Tech Silk
Vegetarian Leather - The Falabella Bag
Cruelty-Free Wool

8. T-SHIRTS & SWEATSHIRTS
$230 $1,095
TOPS & BLOUSES
$545 $1,650
KNITWEAR
$685 $2,450

9. DEMIN
$465 $825
SKIRTS
$680 $2,350
PANTS
$565 $1,315

10. DRESSES
$1,140 $5,380
JUMPSUITS
$1,095 $1,930
COATS & JACKETS
$1,095 $2,450

11. Increasingly known for its strong
positioning as an aspiration yet
wearable day brand, Stella McCartney
enjoys a unique positioning as a
modern, lifestyle, designer brand
characterised by functional and eco-
friendly fashion.
Ethical values lie at the heart of the
brand's identity and are communicated
through the entire product range, from
organic products, which are in full
expansion, to non-leather shoes and
accessories.
Ready-to-wear remains central to the
brand's business and is continuing to
grow through the development of new
product categories.

12. adidas BY STELLA McCARTNEY
Stella McCartney has had an ongoing collaboration with adidas
for 13 years. The current partnership is set to continue until the
year 2020.
In 2012, adidas appointed McCartney the Creative Director for
the Team Great Britain at the Summer Olympics and
Paralympics. This made her the first main designer in Olympics
history to design for all competition.
She was re-appointed the Creative Director for the Team Great
Britain in 2016.

13. A sketch of the first garment to be created
from their partnership, made from protein
based silk
Eg. Vegan friendly silk created from yeast.
BOLT THREADS x STELLA McCARTNEY
Stella McCartney is partnering with Bolt Threads to create
fibers from scratch based on proteins found in nature and
closed-loop manufacturing processes.
BENDON GROUP
In 2008, Stella McCartney began a partnership with
Bendon Group to produce a lingerie and swimwear line.
PROCTER AND GAMBLE
In september of 2013, Stella McCartney got into a
contract with Procter and Gamble Company and issued a
license to launch fragrances under her brand name. PnG
wanted to extend Stella’s cautious thoughts about
sustainability into skin care and fragrances as well.

14. LEGAL
As a result of copying and infringement, a lot of the original
Stella McCartney designs are available in cheaper quality
as well as cheaper price, which in turn makes the product
less attractive to the original luxury customer. This brings
down the reputation as well as revenue generation for the
brand.
POLITICAL
If the tax rates for trade were to increase in the future, it
would majorly affect the sales for Stella McCartney, as a
large part of the revenue comes from sales at the airport.
Airport sales are high because of the strategic positioning of
Stella McCartney, as travel has become a crucial part of the
life of luxury customers, who are also potential buyers of
the brand.
ECONOMIC
If there is a rise in the labor costs, that would directly lead
into an increased cost of production for the brand, as being
a sustainable brand, Stella McCartney does not allow under
waged labor for their production.
COLLABORATIONS
Stella McCartney being a sustainable fashion brand
constantly runs the risk of collaborations with fast fashion
brands like Gap, adidas and H&M, as being fast fashion
brands, they may not be as cautious and thoughtful of
sustainable aspects as Stella McCartney would ideally want
to be. This could jeopardise its brand image of a thoughtful
and sustainable brand.

15. Major direct competitors for Stella McCartney are British
designers like Paul Smith with its sharp tailoring and
Victoria Beckham with its feminine and modern silhouettes.
Other luxury brands are indirect competitors for Stella
McCartney as their product range is varied and different
from what Stella McCartney offers, while they still fulfill the
category of luxury.
Additionally, these brands do not match the standards of
Stella McCartney in terms of ethics and morality, such as
usage of animal products in the lines and the commitment
to sustainability.

16. PAULSMITH
VICTORIABECKHAM
STELLAMcCARTNEY
SIMILAR
SILHOUETTE
DIRECTION
AND
AESTHETIC
SIMILAR STYLES
DIFFERENT
AESTHETIC
STELLAMcCARTNEY
CUTTING EDGE
COMPETITION IN
TAILORING AND
FINESSE

17. Since 1970, Paul Smith has been a staple of the
British fashion scene. His pricing allows him to be a
bigger competitor for Stella McCartney’s younger
customers with a smaller budget. Although
McCartney’s designs are unique in their own right,
Smith’s style tends to be more eclectic. He frequently
cites that he find inspiration everywhere from high art
to everyday life. Therefore, his designs could attract
customers that are looking for something that truly
stands out.
VICTORIA BECKHAM
PAUL SMITH
Both Victoria Beckham and Stella McCartney have
strong pop-culture ties to their names, strengthening
their popularity in British culture and worldwide.
Beckham is consistently higher priced, leading her to
be a bigger competitor for the older, more affluent
female shopper. However, her designs skew more
traditional and do not take the same risks, which could
lose the appeal of the quirkier McCartney customer.

18. VICTORIA BECKHAM PAUL SMITH
STELLA McCARTNEY
Tailored Slim Coat
$3,085
100% Cashmere
Sugar Cane Coat
$1,650
Fur-Free-Fur
100% Acrylic
Shearling
Aviator Jacket
With Bouclé Collar
$2,995
100% Sheepskin
Stella McCartney's outerwear stands out among
her competitors because of her commitment to
sustainability and cruelty-free materials. Her use
of “Fur-Free-Fur” and vegetarian leather allows
customers to achieve the same looks as her
competitors without harming animals or the
planet. She works with select mills to produce
her “Fur-Free-Fur” as sustainably as possible
and encourages customers to treat the product
as an heirloom, not a fade. Although she does
use cashmere in some products, McCartney has
reduced her environmental impact by 92% by
committing to using regenerated cashmere,
unlike Victoria Beckham’s virgin cashmere.

19. PAUL SMITH
STELLA McCARTNEY
Open Back
Drape Dress
$1,995
61% Acetate
39% Viscose
Tiffany Dress
$2,195
100% Silk
Satin Wrap
Long-Sleeve Dress
$1,195
100% Polyester
VICTORIA BECKHAM
Stella McCartney loses her competitive edge with
cruelty-free materials in the category of dresses
because of her frequent use of silk. Until the
synthetic silk with Bolt Threads becomes
available, McCartney’s use of real silk could send
regular customers to similarly priced Victoria
Beckham or Paul Smith for half the price
because of their use of animal-free fabrics.
The quirkiness of McCartney’s dress designs will
appeal to her niche customers. However, the
more traditional styles of Beckham and Smith will
appeal to a wider customer base.

20. PAUL SMITH
STELLA McCARTNEY
High Waisted
Pleated Circle Skirt
$1,775
100% Triacetate
Cynthia Gold
Jacquard
High Waisted
Pleated Skirt
$1,095
58% Silk
42% Polyamide
'Expressive Stripe'
Pleated Skirt
$880
100% Polyester
VICTORIA BECKHAM
Based on the comparative study, it can be
concluded that Stella McCartney is perfectly
placed in the center of the market because of an
average price range as compared to the
competitors, along with a decent use of fabric.
On the other hand, Victoria Beckham could viably
have a higher price as that is the only brand out
of the three to experiment with the silhouette of
the skirt and the pattern and positioning of the
pleats.

21. PAUL SMITH
STELLA McCARTNEY
Slim Flare
Denim Jeans
$365
98% Cotton
2% Elastane
Skinny Kick
Star Jeans
$650
98% Organic Cotton
2% Elastane
Indigo 'Acapulco'
Print Girlfriend-Fit
Denim Jeans
$295
100% Cotton
VICTORIA BECKHAM
In the denim category, Stella McCartney has the
highest priced jeans due to the fabric quality
used. Irrespective of the high price, McCartney
has the edge over its competitors in this genre
because of the superior quality of fabric as well
as the latest design trends with the prints as well
as the semi-flare fit of the jeans which are seen
missing in the other two brands.

22. PAUL SMITH
STELLA McCARTNEY
Cashmere
Polo Neck
$985
97% Cashmere
3% Elastane
Knit
Turtle Neck
Jumper
$865
95% Regenerated
Cashmere
Split-Side
Roll Neck Sweater
$495
100% Premium
Lambswool
VICTORIA BECKHAM
Stella McCartney has a competitive advantage
over Victoria Beckham because of her lower
price points. Even with her price points higher
than Paul Smith’s, customers are more likely to
shop with McCartney because of her sustainable
factors and common ground between risky and
trendy. Smith tends to be more risky, which is
why one shopper may pay more for McCartney.

23. PAUL SMITH
STELLA McCARTNEY
Contrast
Slim Trouser
$1,300
65% Virgin Wool
35% Wool Mohair
Carlie Trouser
$725
100% Wool
Slim-Fit
Wool-Blend Pants
$395
53% Polyester
44% Wool, 3% Elastane
VICTORIA BECKHAM
In comparison to her competitors, Stella
McCartney gives a large variety of silhouettes in
her women’s pants category, which explains the
different price points. Her price range meets in
the middle of competitors, giving her customers a
reason to spend less than Victoria Beckham, and
more than Paul Smith, for more versatility,
simplicity and sustainability.

24. THE ESTABLISHED CREATIVE
GENDER: Female
AGE RANGE: 40 - 70 years-old
INCOME RANGE: $85,000 - $165,000
ADDITIONAL DEMOGRAPHICS: Stella McCartney’s lifestyle brand targets the
established business women with a career that allows expression and creativity.
Some career titles include Gallery Director, Fashion Editor, or Interior Designer.
PSYCHOGRAPHICS: Being a business women in a creative field, calls for a lot of
traveling, social engagement and acknowledgement of current trends. Her day-to-
day wear is inspired by fashion, art, travel, and her workplace. That is why her style
is a combination of professional and edgy. She is also socially and ethically
conscious. She has a strong care for herself, the people around her, and the
environment.
WHERE SHE SHOPS: She spends her time shopping online and at luxury malls,
net-a-porter, and luxury-brand boutiques (Stella McCartney, Alexander McQueen,
Victoria Beckham), in search for professional, edgy, and trendy pieces.
SOCIAL MEDIA: She has a social media presence on Instagram, Facebook, and
Pinterest and posts frequently to show off work ventures, fashion/art, and travel
locations.
HER MUSES: Anna Wintour Iris Apfel
Lauren Cornell

25. THE ESTABLISHED CREATIVE
SHOPPING ATTITUDE: The established creative
woman chooses to shop with brands that offer a
beautiful and luxurious lifestyle. She wants products
that are feminine, but not too girly, and that make a
statement. She is socially conscious and cares for
the environment. She favors brands that have
everything a professional woman may need,
including trousers, blazers, dresses, shoes,
handbags, evening wear, etc.
COMPETITIVE BRANDS: Alexander McQueen
Vivienne Westwood
Yves Saint Laurent
ASPIRATIONAL BRANDS: Chanel Couture
Christian Dior Couture
Givenchy Couture

26. THE ESTABLISHED CREATIVE
Stella McCartney offers a variety of product offerings fitting to
the ‘established creative’s’ needs. She offers modern
workwear, which includes blazers, blouses, trousers, skirts,
and dresses, in a variety of styles and silhouettes. She offers
evening wear for social engagements and activewear, with her
brand and Adidas, for leisure wear while traveling. The
McCartney brand also offers outerwear, shoes, fragrances,
and accessories, which could be paired with any of the other
product offerings. Stella uses her products to meet the desires
of this customer by maintaining great quality and care,
sustainability, and social responsibility. Stella promises to
make all products with vegetarian materials and to always
respect people, nature, and animals.
The styles/silhouettes that would be more successful with the
‘Established Creative’ are styles that are conservative enough
for the older professional, but trendy enough for the creative
expression. When Stella McCartney finds the perfect mixture of
both, the Established Creative shops her brand on an impulse.
These styles would include Stella’s longline skirts, tailored
suits, midi dresses, blouses, and a variety of wool and trench
coats. These type of styles and silhouettes are successful
because they are made with good quality, makes a statement,
and appropriate for the workplace.

27. THE YOUNG TRENDSETTER
GENDER: Female
AGE RANGE: 22 - 32 years-old
INCOME RANGE: $40,000 - $70,000
ADDITIONAL DEMOGRAPHICS: Millennial generation, metropolitan,
international, no children, college-educated or higher, and in a higher paying
career field
PSYCHOGRAPHICS: Career-focused, values her self-sufficiency, will choose
the more convenient option, environmentally conscious, creative, and values
self expression
WHERE SHE SHOPS: She mostly shops online through a brand’s e-commerce
site or a multi-brand e-commerce retailer like Revolve, though she will stop in a
trendy boutique or a brand’s brick-and-mortar store for the experience.
SOCIAL MEDIA: She regularly uses Instagram and has a moderate to large
following. Her feed consists of brands and influencers and she checks it
multiple times a day. Although she posts about her everyday life, each image is
carefully crafted and a new, unique fashion find could inspire a new post. She
uses Pinterest for inspiration from time to time and keeps up with world events
on Twitter. Although she still has a Facebook account, she rarely checks it.
HER MUSES: Zendaya Gigi Hadid
Olivia Palermo Shay Mitchell

28. THE YOUNG TRENDSETTER
SHOPPING ATTITUDE: She values the quality that
luxury designers provide, but does not have the
financial means to consistently shop these brands.
Instead, she will save up and purchase select pieces
that she intense to keep for a lifetime. She views
these purchases as an investment.
She looks for pieces that will make her stand out.
She views fashion as a form of self-expression and
art. She frequently finds inspiration from street-style
blogs.
COMPETITIVE BRANDS: Scotch & Soda
Alice & Olivia
Reformation
Rag & Bone
AllSaints
Shrimps
AMUR
ASPIRATIONAL BRANDS: Gucci
Versace
Dolce & Gabbana
Yves Saint Laurent
Balenciaga

29. THE YOUNG TRENDSETTER
SUSTAINABILITY: She shops at Stella McCartney because she knows that she
does not have to sacrifice having a designer label to save the planet. McCartney
has been a pioneer and a staple in sustainable fashion for most of her life and is,
therefore, her first go-to designer when looking for that new, unique luxury that will
not weigh on her conscience the next time she reads an article about global
warming.
CRUELTY-FREE: She may be a vegan or she may just go meatless on Mondays,
but she recognizes the issues with animal products and does not want her shopping
habits to be part of the problem. She is grateful that McCartney’s technologies uses
of cruelty-free materials such as recycled cashmere, Skin-Free-Skin, and Fur-Free-
Fur allow her to show compassion without having to sacrifice style.
UNIQUE DESIGNS: She is not shopping McCartney for her everyday wear; she
wants something that catches the eye. She is drawn to the more risky of
McCartney’s designs because they are items that she cannot find anywhere else.
Specific styles and silhouettes that she gravitates towards include high waist,
dramatic sleeve, unexpected show of skin and oversized jackets. These items make
her feel sexy, powerful, and luxurious.
Stella McCartney is a brand that she can grow with. Right now, she only shops
items that are unique and under $1,000. She does not make these purchases on an
impulse; she saves and buys deliberately. However, she is constantly ‘window-
shopping’ the higher priced items and has personal goals to be able to afford such
items in the future.
ITEMS SHE IS BUYING NOW
ITEMS SHE ASPIRES TO BUY
$650
$895
$325
$1,650
$1,415
$2,350

30. THE TRENDY PROFESSIONAL
GENDER: Female
AGE RANGE: 25-32 years-old
INCOME RANGE: $60,000 - $90,000
PSYCHOGRAPHICS: Her choices are influenced by some factors
like her genuine interest in fashion, the need to feel a belonging to
the social media world, compulsive want to be up to date with current
trends and to have an upkeep with her peers, be the office mates or
acquaintances.
WHERE SHE SHOPS: The customer majorly shops online, taking
advantage of the door-to-door service provided by the brands, as
having a corporate job would give her very less time to go out
shopping in physical stores. Rarely, on weekends, she would go to
luxury malls or RTW garment stores of the brands.
SOCIAL MEDIA: She uses Facebook just for casual browsing in
breaks during her daily routine. She uses Pinterest in her spare time
on weekends to get inspirations and ideas about her wardrobe as
well as work. She used Instagram to keep in touch with current
trends being followed by the celebrities and peers. Twitter is used by
her to stay connected up to date with current affairs and people are
talking about.
HER MUSES: Blake Lively

31. THE TRENDY PROFESSIONAL
SHOPPING ATTITUDE: She is a corporate
professional, careful chooser, luxury class shopping
and hence only visiting places that carry the same.
Her style of clothing can be described as classic with
a trend twist. She is a little conservative with her
choice of shopping as she majorly shops for work,
but not too much because for her fashion comes
first.
COMPETITIVE BRANDS: Vivienne Westwood
Victoria Beckham
ASPIRATIONAL BRANDS: Gucci
Versace
Valentino
Moschino

32. THE TRENDY PROFESSIONAL
KEY REASONS WHY SHE COMES TO STELLA McCARTNEY: What
she desires is a workwear wardrobe because that is where she spends
majority of her time. She needs her looks to be trendy, in line with
current fashion trends, but also not going into the high end expensive
range. These are exactly the specifications she gets at Stella
McCartney, as Stella is known to always keep her collections in line with
current colors, moods and trends. Plus the added benefit of the brand
being a sustainable one gives the customer’s conscience a feel good
factor.
STELLA McCARTNEY AND THE CUSTOMER'S NEEDS: Stella
McCartney gives the customer exactly what she wants by offering a mix
and match option out of all of her RTW garments. So the customer is
free to put together a look that she favours or something that she draws
inspiration from, from social media, without a compulsion of abiding by
the designer’s styles. Stella also gives the customer the latest trendy
options in her desired price range. Sustainability is also a key factor
driving the customer to the brand, apart from its designs.
SUCCESSFUL STYLES/SILHOUETTES: Keeping the psychographics
and shopping attitude of the customer in mind, she would really like to
experiment with her ensembles, but staying in some stipulated “work
wear” limits. Classic trousers, jackets and coats with a variation in the
silhouettes or colors would be her best buy, like a coat dress, a pair of
flared trousers, a pastel overall or a bright colored two piece.

33. THE ANTITHESIS
Taking into consideration the trend forecasts,
this trend is inspired from ‘Antithesis’. It brings
the figure of speech to fashion. It combines
contrasting silhouettes, colors and surface
embellishments into the same ensemble. Using
shapes as a reference point, this trend shows a
strong silhouette direction. Using a combination
of a circular top silhouette and a cylindrical
bottom silhouette could be an example.
Antithesis in surface includes using floral and
colorful embroideries or prints on boxy,
structured garments.

34. DUSTED PASTELS
In the spring/summer 2019 color forecast, pastels are emerging as a
key direction for the upcoming season. Feminine shades of pastel
tones are used to add a pretty edge to contemporary easy-to-wear
shapes.
COSMETIC HUES
Soft blush hues continue to evolve with a sweet pink
undertone. Cosmetic hues are used to add a soft feminine
appeal to menswear-inspired cuts and to layer pink tinted
tones with a soft pastel pinks and dusty peach cut in soft fluid
materials. Sheer fabrics and lace are worn to sensual appeal!

35. MULTI-TONAL DENIM
For the Japanese cherry blossom concept, I am influenced by the artwork of Meike
Harde because of her soft treatment of blended pastels. A sample of her dyed fabric in
the lower right corner is an example of how the denim will be dyed for this concept.
These tonal dyes are cited to be the next style of dip dying for S/S 20. Dip dying can
also be used to create a flower petal-like fade to reference the cherry blossoms, as
shown in the lower left corner.

36. White Cherry
Cloud Grey
Ash Bark
Royalty
Twilight Blue
Deep Waters
Purple Petal
Mauvelous
Blossom Blush
Dusty Bloom

37. For the Japanese cherry blossom
concept, we focused on the
natural soft hues of the cherry
blossom, the intricate details of
the temples, and the modern
architecture of Japanese cities.
While the soft hues influence our
color palette, the temple details
gave inspiration for our trimmings
and contrast pieces. Opposite the
natural hues and temples, the
modern city architecture lends to
structured, linear silhouettes.

38. In keeping with the theme of natural
versus modern, we combined soft
knits with structured wovens for our
selected fabric. The soft knits will be
used to create sweaters and t-shirts
with rounded silhouettes, pulling
from Japanese lanterns and the
cherry blossoms symbolism of
clouds. The structured wovens will
be used to architectural created
suits, dresses, and pants, pulling
from the cityscape and temples.
Trims, faux shearling, and fringe
fabric will be used to give the
designs as additional three-
deminitional element, resembling
falling petals or temple decor. The
selected prints are graphic, modern
interpretations of the ancient nature
of the cherry blossom.

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