Ishika Shandilya | Prachi Mohapatra

CONTENTS Introduction
History
Highlights of key achievements and milestones.
Global reach.
Sales/Revenue
Product category
Target Customers
Competitors
Vendor Selection Criteria
CSR Policies
Case studies
Conclusion
References
.
INTRODUCTION
Stella McCartney is a renowned fashion
brand known for its sustainable practices
and innovative designs.
Collaborated with H&M on a design
collection, showcasing the brand's
versatility.
Stella McCartney's brand aesthetics differ
from other luxury brands like McQueen and
Yves Saint Laurent.
The brand's marketing strategies focus on
increasing visibility and improving the
brand image .
 The long-term partnership The best selling item, the
Stella McCartney is launched Falabella handbag is
in partnership with Kering as with Adidas was
introduced
a 50/50 joint venture introduced A kids collection is
HISTORY

introduced, capturing the the

The first collection is shown energy and spirit of kids for
in Paris newborns and 14 year olds

2003 2008 2012 & 2016

October September 2010

2001 2004
For the summer olympic
Stella McCartney games in 2012 and 2016,
A new lingerie collection of Stella McCartney was
launched appointed Team GB’s
aspirational styles that reflect
her first perfume “STELLA” Creative Director by Adidas,
a modern woman’s needs being the first fashion
designer to design apparel
was launched for a country’s team
In 2016, Stella also launched
her new fragrance “POP”
 ACHIEVEMENTS

Launching her eponymous fashion label in 2001, becoming one of the most successful and influential designers in the industry.
Collaborating with major brands and retailers such as Adidas, H&M, and Target to create successful and innovative
collections.
Opening flagship stores in major fashion capitals around the world, including London, New York, Paris, and Tokyo.
Dressing numerous celebrities and high-profile figures for red carpet events, including the Met Gala and the Oscars.
Being appointed as a Global Ambassador for the United Nations Environment Programme, advocating for sustainability and
environmental awareness in the fashion industry.
Presented with a CBE, Commander of the Order of the British Empire, award for contributions to fashion and sustainability and
INSEAD Society for Progress – Progress Medal Laureate, London in 2023.
 GLOBAL REACH

McCartney is known for her commitment to sustainability, as

seen in her partnership with Nativa and highlighting sustainable
practices.
She is also a signatory of the Ellen MacArthur Global
Commitment, aiming to eliminate all virgin plastic packaging by
2025.
McCartney's influence extends beyond her label, as she has
engaged with world leaders at events like the G-7 and the U.N.
Climate Summit.
Additionally, McCartney collaborates with other fashion brands
like Burberry, H&M, and Hugo Boss to combat climate change.
Through innovative material and supply chain practices,
McCartney continues to shape the future of sustainable fashion
globally .
SALES AND REVENUE

“Trajectory towards break-even.”

Stella McCartney reported revenue of 40.1
million pounds, approximately $50.8 million, for
the 12 months ended Dec. 31, 2022, marking a
23% increase over the previous year. Physical
store sales contributed 6.3 million pounds,
representing 16% of the total revenue.
Stella McCartney's operating loss for the year
ending December 31, 2022, shrank to £8.76
million from a previous operating loss of £30.3
million.

Stella McCartney Ltd. Revenue up to March

2024 is 200M - 500M
 PRODUCT CATEGORY

110
T-Shirts

890
 Sweatshirts

PRODUCT CATEGORY

450 890
 PRODUCT CATEGORY

550
Knitwear

1550
 Tops and blouses

PRODUCT CATEGORY

4500 1690
 PRODUCT CATEGORY

Skirts and Pants

110
575
990

1790
 Denim skirts and pants

PRODUCT CATEGORY

575 3500
 PRODUCT CATEGORY

575
Dresses

4900
 Coats and Jackets

PRODUCT CATEGORY

130 3150
 Jumpsuits

PRODUCT CATEGORY

1290 2900
CUSTOMER PROFILE
THE ESTABLISHED CREATIVE

The styles/silhouettes that would be more successful with

the
‘Established Creative’ is a style that is 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 STELLA McCARTNEY STELLA McCARTNEY
appropriate for the workplace. Kaiya Cropped Canvas Cargo trousers | Green
Tapered Cargo Trousers Oversize shirt
CUSTOMER PROFILE

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. 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
Stella McCartney Kids | Teen Vogue
CUSTOMER PROFILE
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, her 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 little 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
inspiration 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 Celebs in Boots: Blake Lively in Stella
her to stay connected up to date with current affairs and people are talking McCartney Thigh High Boots Blake lively, Hot
about. leggings, Celebrities

HER MUSES: Blake Lively

SUPPLIER ETHICAL CODE OF CONDUCT

Stella McCartney (SMC) expects both direct SMC suppliers and their subcontractors to comply with the Code to
the same standard, regardless of the manufacturing process, type or size of their operation. All SMC suppliers are required to
post the Code in their factories in a place that is visible and accessible to all personnel.

Points 1-9 of the Code are based on the fundamental conventions of the International Labour Organisation (ILO) and are
aligned with other industry social standards.

1. FORCED LABOUR & MODERN SLAVERY

2. FREEDOM OF ASSOCIATION & COLLECTIVE BARGAINING
3. HEALTHY & SAFETY
4. CHILD LABOUR
5. COMPENSATION
6. HOURS OF WORK
7. DISCRIMINATION
8. EMPLOYMENT RELATIONSHIP
9. HARASSMENT OR ABUSE
 SUPPLIER ETHICAL CODE OF CONDUCT

Points 10-15 are specific to the SMC brand.

10. MIGRANT, TEMPORARY, AGENCY WORKERS AND HOMEWORKERS

11. SUBCONTRACTING
12. TRANSPARENCY & MATERIAL TRACEABILITY
13. ENVIRONMENT
14. ANIMAL WELFARE
15. REMEDIATION & CONTINUOUS IMPROVEMENT
 SUCCESSFUL PARTNERSHIP
PROCTER AND GAMBLE
BOLT THREADS x STELLA McCARTNEY
In september of 2013, Stella McCartney got into a contract
Stella McCartney is partnering with Bolt Threads to create
with Procter and Gamble Company and issued a license to
fibers from scratch based on proteins found in nature and
launch fragrances under her brand name. PnG wanted to
closed-loop manufacturing processes.
extend Stella’s cautious thoughts about sustainability into skin
care and fragrances as well.

A sketch of the first garment to be created

from their partnership, made from protein LVMH x STELLA McCARTNEY
based silk
In 2019, Stella McCartney entered into a partnership with
Eg. Vegan friendly silk created from yeast.
LVMH to further develop her brand, while retaining a
majority ownership. She will also serve as a special
BENDON GROUP advisor on sustainability to Bernard Arnault and the
In 2008, Stella McCartney began a partnership with conglomerate’s executive committee.
Bendon Group to produce a lingerie and swimwear line.
Stella McCartney and LVMH
announce the launch of STELLA, a
new LVMH Beauty Maison
COMPETITORS

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.
COMPARISION ACCORDING TO THE PRODUCTS

OUTERWEAR

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 without harming the
animals.
COMPARISION ACCORDING TO THE PRODUCTS

DRESSES
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.
COMPARISION ACCORDING TO THE PRODUCTS

SKIRTS

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.
COMPARISION ACCORDING TO THE PRODUCTS

PANTS

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
COMPARISION ACCORDING TO THE PRODUCTS

KNITWEAR
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.
SUSTAINABILITY PROCESS Raw Material
Cultivation and extraction of
4 raw materials from the earth,
USED BY STELLA MCCARTNEY Extraction
plants, or animals

Processing of raw materials

Environmental Profit & Loss (EP&L) tool provides an in- Raw Material
3 into yarn and other
depth analysis of our environmental impacts Processing
intermediate products
highlighting key areas of environmental impact and
opportunities to mitigate impact. Production and finishing of
materials (e.g. fabric, trims)
This includes the greenhouse gas emissions, water 2 Material Production
that go directly into finished
use, water and air pollution, waste and land use product
required from raw material production and
manufacturing. 11 Finished Production Assembly and manufacturing
1
Assembly of final products
Stella McCartney will go through the results of the EP&L
in detail, using the key findings and identified areas of Corporate real-estate not
Office, retail &
impact to inform internal guidelines and policies. 0 involved in production
distribution centers
process

Supply chain tiers and a description of processes that take place at each stage
 SUSTAINABILITY PROCESS USED BY STELLA MCCARTNEY

In 2021, our total valued impact on nature was estimated

at €3.1 million compared to €5.3 million in 2020 and €8.2

2022 material usage across

Stella McCartney products
million in 2019.

Most-used materials are-

Cotton
78% of which was organic
Polyester and polyurethane
Wool, including regenerative wool
Forest-friendly viscose
Brass
No leather, feathers, fur or skins
PVC free
No cotton from China, Syria, Turkmenistan or
Uzbekistan
Angora free
No viscose from ancient and endangered forests
No Perfluorinated Compounds (PFCs) or azo dyes
No sandblasting
Against animal testing
CORPORATE SOCIAL RESPONSIBILITY

Responsible Supply Chain

They maintain transparency.
Each of their suppliers is unique. They always aim to build a personal
relationship with them and work together to understand their practices and
systems.

Monitoring Programme
Before they start working with a new supplier, they visit them in-person to assess
their practices against our standards
Immediate action must sometimes be taken to ensure workers’ wellbeing and rights
are protected, and we will take urgent steps to rectify any serious issues identified.

Collaborative Approach
Have been a member of the Ethical Trading Initiative (ETI) since 2012.

Stella McCartney unveils summer

campaign with animal sanctuary
CORPORATE SOCIAL RESPONSIBILITY

They believe in circularity

It will be restorative and regenerative by design and the clothes we love
never end up as waste.

They use technical, renewable and

biological materials
They use materials that are non-renewable and very much technical like nylon,
polyester, plastics and metals. When optimally recycled, they can be used many
times over without any loss in quality.
They are natural fibers that, when manufactured for the circular economy and
under the right conditions, can safely decompose into the natural environment circularity and economic fashion
(soil, water, etc.)
CASE STUDY-
SUPPLIER CASE STUDY: MANTERO SETA S.P.A.

Stella McCartney’s supplier, Mantero, was onboarded onto the Clean by Design programme, which
included a third-party assessment to understand and assess the current situation of Mantero’s
facilities.

The following actions were implemented due to programme’s recommendations:

Enhanced metering practices and data management
Upgrade of Heat Exchanger Steam production optimisation
Automatisation of water consumption in cold washing machine
Automatisation of water consumption in hot washing machine

As a result, Mantero reduced energy usage by 28%, GHG emissions by 21%. and water
consumption by 54% through 2022.
CASE STUDY: UNITED NATIONS ECONOMIC COMMISSION FOR
EUROPE (UNECE) BLOCKCHAIN PILOT

The Stella McCartney and SÖKTAŞ project piloted the collaboration with United Nations Economic
Commission for Europe (UNECE) to develop and implement blockchain technology across the supply chain.

1. Aims to improve and increase both transparency and traceability within the garment and footwear
industries through exploring the use of innovative technologies.
2. By implementing UNECE blockchain traceability technology into their regenerative cotton supply chain,
they follow pioneer and transparent path forwards and hope that other fashion houses will also join
them.
3. The partnership is an opportunity to evaluate and apply UNECE methodology for transparency and
traceability, as well as assess the feasibility of new technologies to measure climate impact and
explore the future potential of regenerative agriculture.
CONCLUSION
Stella McCartney stands as a beacon
of hope and inspiration in a rapidly
evolving fashion landscape. With its
unwavering dedication to ethical
principles and forward-thinking
creativity, the brand continues to
lead by example, proving that fashion
can be both beautiful and As we look towards the future, let us
responsible. celebrate the legacy of Stella
McCartney and strive to build a fashion
industry that values people, planet, and
progress above all else.
REFERENCES
https://www.stellamccartney.com/gb/en/stellas-world/about-stella-
mccartney.html#:~:text=In%202019%2C%20Stella%20McCartney%20entered,and%20the%20conglome
rate%27s%20executive%20committee.

https://fashionunited.uk/news/business/stella-mccartney-cuts-losses-revenues-up-23-percent/2024010273341

https://www.stellamccartney.com/on/demandware.static/-/Library-Sites-
StellaMcCartneySharedLibrary/default/dw75f86b51/report/SMC_Code_of_Conduct_English.pdf

https://www.similarweb.com/company/stellamccartney.com/#overview

https://www.stellamccartney.com/on/demandware.static/-/Library-Sites-
StellaMcCartneySharedLibrary/default/dwa4ea4b5c/report/StellaMcCartney_ImpactReport_2023_4.pdf
THANK YOU