Free Essay

Stella Mccartney Fashion

In: Other Topics

Submitted By amariell
Words 548
Pages 3
Imagine this: racks emptied within 30 seconds and complete store sell-outs (bare shelves and naked mannequins) within 20 minutes. This craziness is the result of Stella McCartney’s collaboration with Target Australia. (Green, 2007). Prior to this, her only other collaboration was with H&M in Britain in 2005, which resulted in brawls at the cash register. (Hudson, 2007)
On March 12, 2007, Stella McCartney’s limited edition 42-piece collection ranging in price from $29.99 to $199.99 debuted at 100 Target Australia stores. The collection featured a trench coat, tailored jacket and pants, shirts, a day dress, and an embroidered cocktail frock. (Oakley, 2007) . “This is about exposing more women to our label, “she said, referring to her objective with the Target collaboration. (Hudson, 2007) McCartney believes the Target collection would complement rather than dilute her luxury brand. Though skeptics, including myself, believe otherwise. Photo credits: SassyBella.com
Granted, the general public (middle class) was able to afford a Stella McCartney piece. However, I feel that three factors contributed to a (short-term) dilution of the brand: the hype, the experience, and the fit. First, the hype…
Given the timeframe (approx. 3 mos.) between the initial announcement of the collaboration and the launch, the consumer’s expectation of the brand was heightened. Placing myself in the Australian’s shoes, I would be reviewing all of McCartney’s prior (or current) collections in anticipation of the Target launch. Thus, leading to high expectations, which can easily lead to disappointment. I’ll come back to that in a moment. Second, the experience…
Can you imagine the trampling of people that may have taken place within those 20 minutes? I envision clothes being ripped off mannequins (violently) instantly. Personally, that’s not my idea of fun. Additionally, within 24 hours of the launch, “clothing scalpers” were selling the designs on stores such as eBay at inflated prices. (Oakley, 2007). At that point, anyone can purchase the pieces at their traditional high-end price point, but at lesser quality. Again, I’ll get to that point in a moment.
Last, but not least, the fit. Picture this: let’s say you made it out of there alive, with pieces that are in your size. Fantastic! You rush home to try them on and show your friends. Big problem though, nothing fits you. In reviewing some of the blogs following this launch, bloggers repeatedly stated that the fits were too general (ranging in sizes 8-16) and people had to go down a size for the right fit. Essentially, a lot of the garments were returned (although quickly re-sold and then re-sold again on eBay).
This collection was definitely branded for Target. A very basic line that missed a lot of the signature Stella McCartney designs (e.g., intricate stitching and pocket designs). See, what I love about high-end lines is the customization and detailing of the clothing itself. A beautiful piece that fits you perfectly makes the price point worthwhile. The experience only complements the entire purchase.
To sum up the Stella McCartney/Target collaboration, as quoted by one blogger, “Over-hyped!” (Green, 2007)
Works Cited
Green, S. (2007, March 12th). Retrieved from Chic Alert.
Hudson, F. (2007, January 31st). Retrieved from The Fashion Spot.
Oakley, V. (2007, March 4th). Daily Telegraph UK.

Similar Documents

Free Essay

Heloo

...Stella McCartney -Stella McCartney was born on the 13th of September 1971 in London, England. -Stella is a English fashion designer, who is the daughter of Paul McCartney a former Beatles member, and her mother is Linda McCartney who is a American photographer and animal rights advisest. -As a young girl Stella traveled the world with her parents along with her siblings, half sister heather, older sister Mary and younger brother James. -While at school Stella was a victim of bullying, as well as being a bully herself. -Stella became interested in designing clothes at a young age, at age 13 Stella designed her own jacket. -3 years later Stella was working with Christian Lacroxi on his first fashion design collection. -Stella studied her foundation at a college of design and communication, and then moved on to fashion design at a college of art and design. -Her later work was modeled by friends and super models for free at the graduation runway show, the collection was shown into a song by her famous father and made front page news, the whole collection was sold to a London boutique. -in 1998 Stella designed her sisters marys wedding dress for her wedding to Alister Donald a tv producer.[pic] -As a lifelong vegetarian Stella does not use any leather or fur in her designs, she supports PETA. Some of her work designs have text that elaborates on her “no animal policy” for example on of her Adidas jackets says on the sleeves “suitable for sporty vegetarians...

Words: 341 - Pages: 2

Premium Essay

Sustainable Stella

...Sustainable Design Case Study on Fashion designer, Stella McCartney. • Stella McCartney would always touch on an element of a sustainable or eco collection in everything she did. • In her lingerie collection, she had a part of the collection that was organic, or with her Adidas collaboration again there were organic materials or recycled materials in the bags or shoes, and every part of her design at some stage comes into contact with that. • She wanted to isolate the collection and in itself make it completely sustainable .She stated she wanted to bring all those elements together and show the importance that it had within the brand. • The designer felt using conventional dyes was an efficient use of resources and had damaging consequences. Though she had to resort to using them in some of her collections she felt it was important to create high quality products for the consumer and not lose its desirability yet also try to be responsible in thinking how to source materials. • She usually sourced organic fabrics. • Some challenges she did face were playing by the rules and being limited. There were less colours, fabrics and different quality attributes she wasn't used to. • She agreed that "80 per cent of a product’s environmental impact is decided at the design stage". • She refrains from using fur or leather in her designs and she exemplified in the reason in the quote, "In the fashion world I think that most designers know fur is wrong. More and more of them also know about...

Words: 831 - Pages: 4

Premium Essay

Adidas

...EFE Matrix of Adidas In 1924 the Adidas Company was founded which was further registered in 1949 and Adolf Dassier was the founder. The company is based on the industry of apparel and accessories. The company is headquartered in Herzogenaurach, Germany Portland, USA. The company is executed and controlled by the Chairman Igor Landau and CEO Herbert Hanier. The company is providing its services all over the world. The products manufactured and produced by the company are footwear, sports equipment, toiletries and sportswear etc other than that company is also engaged in the production of shirts, watches, eyewear and bags etc. Adidas Company is considered to be the second biggest sportswear manufacturer in the world. External Factor Evaluation Matrix of Adidas External Strategic Factor | Weight | Rating | Weighted Score | Comments | OPPORTUNITIES |   |   |   |   | Mobile media used for advertisement | 0.1 | 3 | 0.3 | There is an opportunity for the company to advertise their products now by using the mobile media in order to target its customers. | Trends of the people targeted | 0.11 | 4 | 0.44 | The company can target the market by various aspects most commonly by knowing the trends of the people in the whole world especially in the North America. | Digital media in use | 0.03 | 2 | 0.06 | Digital media provides the company better transactional experience than that of the television or print media. | Product innovation | 0.12 | 3 | 0.36 | The company can improve...

Words: 679 - Pages: 3

Premium Essay

Organizational Planning Worksheet

...University of Phoenix Material Organizational Planning Worksheet Complete each section below. Be sure to cite your sources when necessary. Fortune 500 Company name Adidas The company’s internal and external stakeholders |Internal stakeholder’s |External stakeholder’s | |Mark Line |Employees of Adidas Group | |Vicky McAllister |Authorisers | |Francis House |Opinion Formers | |Francis Wilshaw |Customers | |Shaun McCarthy |Peers | Company’s mission and vision Company’s mission |Adidas strives to be the leader in sporting goods indsusty. Also committed to continuously strengthening their brands and products to be| |in a competitive position/ | Company’s vision ...

Words: 328 - Pages: 2

Premium Essay

Short Marketing Essay

...A MARKETING SUCCESS Ten to fifteen years ago, when I was at primary school, all “adidas” shoes and clothes were fakes, bought at the local market. When I started middle school I got my first pair of authentic adidas running shoes. For my ten-year-old self they were the coolest thing ever – comfortable, pretty and a source of great envy for my classmates. Back then, authentic adidas shoes were rare and we did not even know that other adidas products existed. A couple of years later the adidas logo could be found everywhere – on the streets, in the shops, gyms and schools. Why? What is the secret behind adidas’ success in Estonia? The Adidas Group has never launched advertising campaigns targeted at only one country, so to explain the reason for their success in Estonia we have to take a look at their international marketing strategies. Success of the brand relies heavily on how wise their promotions are. In the promotions of their adidas performance line (a line designed to maintain their devotion to the athlete) the Adidas Group extensively uses sponsorship of sports events, teams and individual athletes. They produce balls for UEFA Champions League matches and FIFA World Cup tournaments. Adidas, also, manufactures the kits for many football teams. The Estonian football team Levadia Tallinn’s kits are supplied by them. Another important thing in successful marketing involves selecting the right target market and correctly identifying and satisfying its needs. To reach...

Words: 568 - Pages: 3

Premium Essay

Sustainable Fashion

...designer for a label that is concerned with the issues surrounding sustainability. The term Eco fashion can mean many things, I see it as something has been made that considers environmental issues and social impact a product may have through out its total lifespan. Another term for this is ‘carbon footprint’ Sustainable fashion is all part of sustainable design. The purpose is to create designs that respect the environment and help poorer communities in developing countries. Clothes and accessories that meet the criteria are usually made using organic raw materials such as cotton grown without the use of pesticides; re used materials such as recycled plastic from coke bottles. Eco fashions don’t involve the use of harmful chemicals and bleaches – and are made by people earning fair wages in safe conditions. Eco fashion has always been seen as green and not very stylish! But over recent years developing techniques and more designers wanting to include these issues in their collections Eco Fashion has a new face designers are now incorporating sustainable practises into modern clothing. On trend fashion but with all sustainable issues covered. Celebrities, models and designers have really started to promote Eco fashion. One fashion designer who I have looked at Stella McCartney I found particularly interesting I never knew all her clothes considered environmental issues. All Stella McCartney stores, offices and studios in the UK are powered by Ecotricity, a company that invests the...

Words: 615 - Pages: 3

Free Essay

Subcultures

...Which Subcultures influence to modern fashion 1 Contents. Abstract………………………………………………………………………………………………3 Introduction……………………………………………………………………………………......4 Chapter 1. Cholo subculture………………………………………………………………...4 Chapter 2. Psychedelia of hippies……………………………………………....5 Chapter 3. Bloomers. Sport style………………………………………………..7 Conclusion…………………………………………………………………………………………..10 List of references…………………………………………………………………………………10 List of figures………………………………………………………………………………………11 2 Abstract Fashion is dynamic - it constantly changes. Moreover, some people choose the behavior or lifestyle influenced by fashion trends. Each subculture strive to create their own, such as to disassociate itself from the conventional, to preserve its originality and identity. However, some subcultures have other, and creating their own distinctive culture, they develop and enrich human culture in general. This article examines the relationship between few subcultures and the currently fashion through an analysis of Cholo subculture, psychedelia of hippie and sport style. Since the time of 20s century designers drew inspiration from street fashion and various subcultures that have their own unique style. 3 Introduction According to the 'Oxford English Dictionary online' defines a...

Words: 1716 - Pages: 7

Free Essay

Hm Analysis

...2010 9 2 143 75 H&M ( , , 。 , , , 100029) , 。 。 H&M H&M , H&M ; ; ; ; Abstract:Crossover marketing is one of the most popular marketing strategies. With the continuous practice, it has been gradually becoming a global trend. As the leader of fast-fashion industry, H&M gains huge success around the world. Its fabulous fashion style and crossover marketing , these made the brand closer to consumers. This thesis has analyzed about the crossover marketing strategy of H&M and concluded some inspiration to China clothing business based on the research result. Key words:H&M ;crossover marketing ;Crossover of design ;Crossover of region ;Crossover of promotion ;Crossover of channel F274 1947 100 H&M 2009 132.65 29 。 、 CROSSOVER 。 。 / 。 。 H&M 。 1、 H&M 。 。 H&M 。 。 。 Lagerfeld 2005 Stella McCartney 11 CHLOE 、 。2004 Chanel 。 Karl Lagerfeld 500 H&M 。 。 GUCCI —— —Stella McCartney for 400 。 Karl “Karl Lagerfeld For H&M” Fendi —— —Karl Lagerfeld 。 、 。 、 H&M H&M 。 。 2004 2 73000 28 2008 。 2007 。 4 12 34 104041 H&M Millward Brown 2009 H&M 120 。 。 · 100 。 — 4 2000 2003 120 mini cooper —— —mini motion 2 part shoe。 、 1700 。 H&M 。 。 。 。 A 1671-8089 (2010 )02-0075-03 76 H&M。 、 H&M 。 H&M 。2006 VICTOR&ROLF 2007 Roberto Cavalli 2008 H&M 。 2009 。 2、 H&M 。2007 。 。 。 H&M H&M 。 Kylie Minogue Kylie 。 H&M 2007 。 H&M 1947 。 。 H&M 。 H&M 2006 H&M Alshaya 。 H&M H&M 、 。 、 H&M H&M 。 H&M 2 。 H&M 、 、 。 2009 2 28 。 。H&M 1964 34 H&M H&M 1700 H&M H&M 《 6 。H&M 2》 H&M...

Words: 432 - Pages: 2

Premium Essay

Adidas

...“IMPOSSIBLE IS NOTHING” 1. History 1949-2005 Due to the death of Adolf’s son (Horst Dassler), the Company was bought in 1990 by Bernard Tapie. Back then Tapie was specialist of rescuing bankrupt companies. Next step was to change the place of production to Asia and make a promotion campaign by using a famous person as Madonna (famous singer). In 1992 economical problems lead Tapi to sell Adidas to Lyonnais bank. Lyonnais sold Adidas to Robert Louis-Dreyfus who was also the president of the Olympique de Marseille football team. In 1997, Adidas AG acquired the Salomon Group, and its corporate name was changed to Adidas-Salomon AG. Seven years later, top English fashion designer Stella McCartney launched a joint-venture line with Adidas. This line was a sports performance collection for women called "Adidas by Stella McCartney". After 2 years, Adidas introduced the Adidas 1, the first ever production shoe to utilize a microprocessor. In August 2005, Adidas bought rival Reebok. At the same time sales had been closer to those of Nike in North America. The acquisition of Reebok would also allow Adidas to compete with Nike worldwide as the number two athletic shoemaker in the world. Three months later Adidas released a new version of the Adidas 1, make it better, stronger and faster. On April 11 2006, Adidas announced an 11-year deal to become the official NBA apparel provider. 2. Products Adidas manufactures anything related to sport, like shoes, clothes, watches, balls, Sunglasses...

Words: 2018 - Pages: 9

Premium Essay

H&M Marketing Strategy

...H&M specializes in apparels and dresses that are moderately priced but made from fabrics of good quality and, most importantly, exclusively designed to perfectly satisfy the sartorial desires of the population of various countries and continents. H&M would have had to invest huge amounts if it went about designing dresses for each country on its own, so it took the most prudent way out of this crisis by entering into joint ventures with renowned retailers like Gap (to keep distribution costs at a minimum) and established companies and persona in the field of apparel designing like Stella McCartney. The planned brand ambassador of this new clothing line of Stella McCartney which was to be introduced in 2005 was Kate Moss. H&M did not hesitate to drop Kate Moss late in 2005 when allegations regarding drug abuse began to surface about this renowned personality of the glamour world thus sending a clear signal about its corporate stand on dubious and avoidable matters as drug addiction. This action of the company immediately generated enormous amounts of goodwill in entire western world and positioned the brand at an enviably high perch. (H&M, 2004) H&M has become one of the largest retailers in Europe. It has reached this iconic status by targeting each member of the consumer group by primarily dividing them into convenient groupings as men, women, teenagers, children and future mothers and has exclusive offerings to satisfy each group. Moreover, the company slots its customers into...

Words: 1864 - Pages: 8

Free Essay

Sustainable Fashion

...Gina Garza Sustainable Fashion Sustainable fashion also known as ‘Green,’ has been successfully promoted in the past years to become the new black. This is a new trend that will hopefully prevail not only for a season but also for years. If people keep supporting it, it could possibly prevail forever. As technology has developed the planet Earth has been deteriorating slowly. This new concept supports and promotes the idea for people to be environmentally conscious. The idea is to care for the place where we humans live. Green is now everywhere. When you go to the market to buy groceries you can find that there is sustainable packaging that will integrate to the planet after its use. Now people take their own cloth bags to carry the products that they purchase so they don’t use plastic bags. This has become a fashion as well. To be more environmental friendly, why not use sustainable clothes? Clothes are one of the major necessities that a human may have. People can look fashionable, in style, and support the planet at the same time. The nonprofit Sustainable Technology Education Project (STEP) defines eco-fashions as clothes “that take into account the environment, the health of consumers and the working conditions of people in the fashion industry” (West). Sustainable fashion is designed to be completely environmental friendly. This whole movement complements a larger trend of "ethical fashion," and according to the May 2007 Vogue appears not to be a short-term trend but...

Words: 3777 - Pages: 16

Premium Essay

Nature Parenting

... 256 The nature of parenting advantage in luxury fashion retailing – the case of Gucci group NV Christopher M. Moore and Grete Birtwistle Division of Marketing, Glasgow Caledonian University, Glasgow, Scotland, UK Abstract Purpose – Examines the application and nature of parenting advantage within the context of luxury fashion conglomerates principally as a means of understanding the synergistic benefits that accrue as a result of brand consolidation within the sector. Design/methodology/approach – Derived from company annual accounts, market analysts’ reports and other secondary sources, the paper delineates and evaluates the ten-year renaissance of Gucci brand from a company on the verge of bankruptcy to its emergence as the world’s second largest luxury group. Findings – Through the identification of intra-business group synergies, it is clear that the transference of brand management expertise and competence is the principal dimension of parenting advantage in the Gucci Group. Originality/value – From an examination of the Gucci Group’s brand management strategy, resource investments and business development activities, the paper proposes a model of the luxury fashion brand. This multi-dimensional model identifies the components of the luxury fashion brand, locates their inter-connections and illustrates how these collectively can provide and sustain advantage within this highly competitive sector. Keywords Fashion industry, Premier brands, Brand awareness Paper type...

Words: 7177 - Pages: 29

Free Essay

Clothing

...Yves  Saint  Laurent   Brand  Analysis   Moriah  Lutz-­‐Tveite   FASH  503   September  19,  2011                                                                     Lutz-­‐Tveite   2       Table  of  Contents                                                                                                                   Executive  Summary         p.  3   Brand  Introduction           History  of  the  Company       Brand  Description         Mission  Statement         Brand  Portfolio         Products  and  Services  Offered     Financial  Statistics         Management  Practices     Brand  Portfolio  and  Map         Brand  Portfolio         Brand  Concept  Board     Product  Development       Retail  Strategy         Marketing  Analysis           4  P’s             Ideal...

Words: 5042 - Pages: 21

Free Essay

Fashion Forecast

...Fashion fascinations for Spring 2010 Spring 2010 exemplifies clothes that are soft, feminine, not overtly frilly and most of all capturing that easy-sexy look effortlessly. Here are the fashion fascination highlights for Spring 2010. 1. Skater Dresses. Yes, every little girl’s favorite sport--figure skating is finally hitting the runways this season. This short dress is a favorite for A-list celebs such as Zoe Saldana and Chloe Sevigny. Skater dresses are so flattering because it flares from the waistline giving a girly & youthful feel. The soft, layered hemlines whether done in pleats or ruffles are sure to make any woman twirl with delight. This dress shows off your lean legs-instantly giving you that svelte look. This look is easy-sexy that comes in soft hues such as lavender, blush and peach. Spring shows are filled with this fantasy inspired look from Louis Vuitton, Christian Dior to Stella McCartney. It is highly recommended that you invest in this piece, as this dress will most likely be wearable for the summer. 2. Gray for day, silver for night. Gray is the new go-to color for day. It’s an easy flattering color that will suit almost everyone. Designers have handpicked a light gray color for spring 2010 shown in most skirts, shorts and blouses. Night time signals the need for some eye-catching hue--silver. Another color that is easy to wear but designers are gunning for the sequined, sparkly silver hue. Arrays of choices are available as designers such as...

Words: 931 - Pages: 4

Premium Essay

Eco Fashion

...Sustainable fashion, also called eco fashion, is a part of the growing design philosophy and trend of sustainability, the goal of which is to create a system which can be supported indefinitely in terms of environmentalism and social[disambiguation needed] responsibility. Sustainable fashion is part of the larger trend of sustainable design where a product is created and produced with consideration to the environmental and social impact it may have throughout its total life span, including its "carbon footprint". According to the May 2007 Vogue appears not to be a short-term trend but one which could last multiple seasons.[1] While environmentalism used to manifest itself in the fashion world through a donation of percentage of sales of a product to a charitable cause, fashion designers are now re-introducing eco-conscious methods at the source through the use of environmentally friendly materials and socially responsible methods of production. There are some organizations working to increase opportunities for sustainable designers. The National Association of Sustainable Fashion Designers is one of those organizations. Its purpose is to assist entrepreneurs with growing fashion related businesses that create social change and respect the environment. Sustainable Designers provides specialized triple bottom line education, training, and access to tools and industry resources that advance creative, innovative and high impact businesses. The organization’s mission is to create social...

Words: 1277 - Pages: 6