TRENGTHS
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EAKNESSES
Stella McCartney has a strong and unique selling point, which encourages the brand to drive further with getting their strengths across through advertising, that showcases new ideas to adapt to the environment. Mature customers enjoy knowing how they are helping the environment and it will encourage them to spend more on an item of clothing or an accessory. Younger generations also feel that sustainability is a trend and it is becoming a personal style, a different style to hippies, but both with the same awareness.
Sustainable materials are more expensive because resources and research go into the materials compared to fur and leather, customers will compare prices, especially in department stores where Stella McCartney is positioned near by their competitors that are showcasing real leather for a cheaper price.
Stella McCartney also does not provide sales on the website, this could weaken the traffic coming through the online website. However, Selfridges, Matches Fashion and Harrods have sales every year where Stella McCartney’s products are reduced in price, which allows shoppers to buy more for their money.
Stella McCartney does not associate the heritage of the brand which can weaken the British person from purchasing the goods. Once the brand has encouraged the UK styles, it could also encourage overseas people to buy and wear when they come to the UK.
SWOT DIAGRAM
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