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Stella McCartney showcases a bridal collection, which has its own categorised label in ‘Stella’s World’ online. Creating more opportunity for more categories could encourage customers to find specific items for their occasional wear.
The website ships worldwide however it does not cater for other languages, by allowing more languages it can encourage overseas countries to be able to browse the website further and purchase goods.
Luxury brands are adapting to the idea of Miquela, a virtual reality Instagram blogger who promotes brands by wearing the products, Stella McCartney could benefit from this. the brands advertising on Instagram is weak however this would improve the brands awareness towards a luxury amount of customers, which Supreme also use.
Stella McCartney’s USP will become less of a unique trait because new and younger designers are adopting the sustainable style. This also affects the profits for the brand because it has been rumoured Sir Paul McCartney had to acquire money to pay out Kering, Financial Times says, “recorded €3.93bn of revenues in the third quarter of 2017. According to the latest accounts for Stella McCartney, sales rose 31 per cent during 2016 to £41.7m, and the label booked a profit of £9.5m.” (Financial Times, 2018) Showcasing not enough profit to keep on growing with Kering and the other brands Kering holds. Since Stella McCartney has bought back the brand it will need to incorporate its own ideas, this could be a struggle for the creative director.
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