MARKETING MIX
Product
Stella McCartney uses an expert amount of quality into the products, McCartney talks about the materials used to create high quality bags, “material is made from polyester and polyurethane and has a recycled polyester backing. This reduces the amount of petroleum we use in our products. And the alter-nappa coating is made with over 50% vegetable oil, a renewable, natural resource.” (Stella McCartney, 2019) Stella McCartney has teamed up with Bolt Threads, a platform that believes “better materials for a better world.” (Current Daily, 2018) The guardian justifies, “using a ground-breaking alternative to leather made from mycelium, which is the root structure of a mushroom.” (Cartner-Morley, 2018) It can be introduced into other leather-like products.
Price
Stella McCartney’s pricing strategy is premium priced compared to other brands using the luxury label, Stella McCartney uses a variety of expensive resources for finding replacements of leather and fur. The materials are not usually expensive however the research into finding these materials benefits is expensive, the technology and scientific research also encounters the spending costs where as brands using leather and fur do not need to spend profit on this. The brand does not offer sales but despite this, products are found on sales in department stores, an example of this is Selfridges.
Process
These scientific finds and methods take longer, Stella McCartney talks about finding sustainable ways to produce viscose, Dezeen magazine interviewed the designer and she explained, “I spent three years of my life dedicated to finding trees from a sustainable wood and we wove that with mills that make conventional viscose.” (Wadsworth, 2018) This affects the process of demand for ready to wear materials to be ready for each season as well as the shipping arrangement, causing delays to the production, which leads to the distributing.
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