Current performance
Stella McCartney and Kering have decided to part ways, Business Insider explains about the revenue of Stella McCartney while being with the conglomerate, “The conglomerate's latest financial report said revenue growth at Stella McCartney was buoyant but had slowed in 2017 compared to previous years.” (Business Insider, 2018) Due to this, The Guardian says, “ It has been rumoured that Sir Paul McCartney had helped her finance the deal.” (The Guardian, 2018) Which is showcasing at the time there was low profits from the luxury brand. The brand needs to gain the profits back elsewhere as well as providing new campaigns to keep the brand relevant while this process is underway.
McCartney said she will still be part of the Kering Foundation, Business Insider added, “McCartney will stay on as a board member of the Kering Foundation, which works to stop violence against women” (Business Insider, 2018). This showcases that Stella McCartney has a positive bond with Kering and the brand is continuing to stand by what they believe in, “We believe everybody in our supply chain should be treated with respect and dignity.” (Stella McCartney, 2019) This relates back to the violence towards women and how the brand will prevent these from happening.
The Business Insider continued, “The companies said she would collaborate with Kering ‘in the field of sustainable fashion’.” (Business Insider, 2018) This will be effective for the brand because Kering showcases these roles to increase sustainability into luxury fashion, “reflects the best performing businesses in relation to long-term economic, environmental and social criteria.” (Kering, 2019).
Collaborations for Stella McCartney are a good way for the brand to create a greater awareness of its customers and to be dynamic. However it is clear to say that the brand has not been focusing on other designer brands to collaborate with, the brand is establishing with other foundations and charities. Although this does look impressive to organisations however it is not bringing in the highest revenue, customers are not aware of these elements of collaborations.
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