Political factors in the UK showcase doubt for fashion brands, Brexit has not had a final decision, which means Stella McCartney is unable to plan for the next seasons because of the uncertainty. State of Fashion says, “The processing of the pulp into a viscose filament takes place in Germany and our fabric and yarns are made in Italy. This means that we have a fully traceable, transparent European supply chain.” (Anonymous, 2018) This will affect the countries to trade with each other especially at the beginning when laws need to be divided between the UK and EU. Which will consequently delay lead times of distributing to consumers on time.
Factors of the economical state effects the delivery to overseas countries, including delivering stock to overseas stores, BOF says, “In May 2017, the company announced that it would open four new store locations, including a second store in Paris, one in Florence, in one Costa Mesa, California, and a second location in New York City.” (Business of fashion, 2018) Tariffs will increase after Brexit when Stella McCartney is exporting their products from Italy, Standard explains, “Hard Brexit — where existing trade deals disappear, and designers, retailers and manufacturers would have to pay to trade with the EU — would mean clothing and footwear tariffs of about 11 per cent.” (Standard, 2018) To conclude, if custom unions accounted for the UK it would allow zero charge on goods and services however Theresa May has declined this request.
Social factors entail more demand for new styles, Stella McCartney ranges from genderwear, lingerie to activewear, with this demand Stella McCartney will need to keep a consistency of new styles for all categories, activewear has been a high for the brand while collaborating with Adidas however this shows Stella McCartney has not kept the consistency in other areas, for example eye wear.
Technological factors – the brand has launched its second app, which can be downloaded through iTunes, however to make it easier for some customers they should make it available from the app store on IPhones.
Legal - Designer Stella McCartney is involved with a variety of foundations to help human welfare and animal rights. McCartney worked mainly with young children charities, against women violence and animal welfare. An example of this is a charity called Animals Asia, which is preventing bear bile farming; the designer promotes her brand as a fashion but also a platform to protest against unethical happenings in the world.
Environmental factors showcase more of an increase in sustainability, more brands are adapting to being sustainable and it has become an importance for the fashion industry, minimizing the USP for Stella McCartney. To prevent this Stella McCartney needs to be the first brand to showcase new findings of materials.
Macro-environment factors
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Environmental factors showcase more of an increase in sustainability, more brands are adapting to being sustainable and it has become an importance for the fashion industry, minimizing the USP for Stella McCartney. To prevent this Stella McCartney needs to be the first brand to showcase new findings of materials.
Political
Economical
Social
Technological
Legal
Environmental