STELLA McCartney: Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

STELLA M Cartney Case Study Solution

Introduction:

Stella McCartney was born in London and graduated in 1995 from Central St Martin’s.She became interested in designing clothes at a very young age. In her teenage Stella designed her first jacket, at the age of sixteen Stella was selected to work with Christian Lacroix. She worked at his haute couture collection and flourished her skills and gained an immense amount of experience which helps in her later career. In her graduation collection, her work featured her friends and some supermodels. The work received huge appreciation, and a boutique took the entire collection in London named Tokyo. She also designed her sister’s wedding dress which also got the attention of media and society.

Stella McCartney is keen to develop the fashion which is unique in its design and style;her collection shows the sexy femininity which is appealing in the eyes of men and women(Bastien, 2015). Because of her unique and creative ideas, she was appointed by Chloe in Paris in 1997 as the Creative Director, Her skills greatly flourished and welcomed by Chloe, and the brand itself got a huge amount of business in the span of her association with Chloe.

She did not use any fur and leather in her designs, which also plays a vital role in developing the brand.This factor also distinguishes her design and collection from other designers in the fashion industry.

Stella McCartney now directly operates 51 stores in various cities around the globe. 600 plus wholesale accounts are also distributing her collections worldwide(Baykal & Delagarde, 2011). The brand also provides the facility of online shopping, and its products are supplied to almost 100 countries online.Apart of the women fashion industry, Stella McCartney is also involved in designing high-class menswear and kids fashion.

Background:

Stella McCartney entered into a joint venture with King in 2001 and launched her first collection in Paris. After the success of Stella in the fashion industry, Stella launched her first perfume in 2003. In addition to this, Stella McCartney entered into a long-term contract with Adidas in September 20104, after this collaboration with Adidas;several athletes recognized her brand in the field of Yoga, Tennis, Swimming and cycling.

In May 2005, it was revealed that Stella McCartney would work in collaboration with one of the biggest players in fashion industry, H&M. Her collection was launched in November, and the H&M was astonished to see the results. Her collection was sold out immediately;H&M greatly admired her work. In 2007, Stella McCartney entered into another extensive collaboration with Australian budget store Target which also proves to be very successful for both parties.

In 2008, the brand introduced a new collection of creative and Aspirational designs of lingerie which fulfills the modern fashion requirements for women. Stella McCartney launches the new style of bags called Falabella Handbags in winter 2010 which are regarded as the best-selling item of the brand till now. 2010 proved to be the defining year for the brand, where Stella McCartney launched her first ever kids collection which helps her brand capturing the market share of kids fashion industry. Her designs were initiated to capture the market share in the boy's fashion industry and for newborn babies as well as boys and girls up to the age of fourteen. In late 2010, Stella McCartney was appointed as the creative director for team GB in London Olympics by Adidas. The designed uniforms were worn by British athletes in London Olympics and Paralympics.

In 2016, it also proved to be successful for the brand, and Stella McCartney launched the new fragrance as POP, bold, irreverent and at the moment exclusively for young women. In summer, she started her first full swimsuit collection which was designed in such a manner it fits accurately. Also, in Rio Olympics 2016, Stella McCartney was again appointed by Adidas as a creative director. In late 2016, Stella McCartney launches its very first men’s collection under her strong brand name.

The customers recognized the work of Stella McCartney, but also it got recognition by the fashion industry. She received various awards and nominations, She received the Vogue designer of the year in 2000, in 2000, she also received the Courage Award for work against cancer at Los Angeles, She Also got the Best Designer award in 2004 and 2007 in London. Her work was also appreciated all over the world, and she received the best artist award in Spain and New York also. She was also represented with the Red Carpet Award by British fashion council in November 2011.

Her work also got the attention of the public because of her absence of leather and furs in its clothes, her clothes and products consisted of vinyl, plastic, raffia and fabric.

Brand Positioning Strategy of Stella McCartney:

Brand’s positioning strategy can be defined as the position that an organization wants to achieve in the eyes of its customers.

Stella McCartney wants to be perceived as a market leader in the fashion industry; It wants to be recognized as an eco-friendly company operating in the fashion industry.

Unique Selling Point of Stella McCartney:

Unique selling point is referred to as what the customers of Stella McCartney will get from Stella which the competitors are not offering.

Stella McCartney’s unique selling point is that it provides the fashion products which are free from any animal products(Fournier, 1998).This is also known as environment-friendly. Unique selling points can be used as the slogan of the organization; Stella can use its eco-friendly policy as a slogan to appeal its target market.

Here is the six-step framework for Stella McCartney to define its Unique Selling Point:

1: Identification of Target Market:

Before proposition of the unique selling point, it is crucial that Stella identifies the class and type of customers which it wants to attract(Hampf & Repo, 2011). Its target market can be the people who are conscious about the eco-friendly products.

Clarify the Issue:

Here Stella McCartney should identify what the problem they are going to resolve, i.e. the ecological concern they are considering.

Explanation of the benefit:

Over here, Stella will address the benefits which its customers will get from its products, which the competitor’s products fail to provide.

Make a Promise:

Stella should then make a commitment to its customers that the company will fulfil above mention benefits.

Uniting:

In this part, Stella should combine and merge all the above-stated steps into one paragraph.

Scale down:

Here Stella McCartney will cut back the above-made item to just one sentence. Stella should be more precise and concise in this part of proposing a unique selling point.

STELLA McCartney Harvard Case Solution & Analysis STELLA McCartney Harvard Case Solution & Analysis

Brand’s Competitors:

The main competitors of Stella McCartney are Jil Sander Celine, because both the competitors are producing fashion items which are very similar to both of Stella McCartney.(Heding, et al., 2008)Apart from selling the similar fashion products, Celine is also following the strategy of providing eco-friendly fashion products which avoid the use of leather and fur....................

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