UNIQUE SELLING POINT
&
EMOTIONAL SELLING POINT
Stella McCartney’s USP is to showcase similarities in production of clothing without harming the nature and animals however capturing diversity and presenting new ideas in sustainability. Bazaar points out Stella McCartney’s focus and USP, “the brand's USP is modern, understated femininity” “The label's focus on sustainability” (Bazaar, 2018). This is encountered especially with the ad campaigns, it is told with a story, one ad showcased models wearing denim and cotton and swimming in the oceans, this is conspicuously telling the customers that they are saving the planet as well as a feeling of being drawn into the simplicity of how life would be if everybody was to adapt to sustainable changes, by doing this it has incorporated their ESP, creating an emotional attachment to what is right for nature (look at appendix for video).
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