Stella McCartney launched her fashion house in 2001. Since then, she has expanded into various product lines including sportswear, lingerie, and children's clothing. McCartney focuses on eco-friendly and sustainable materials and practices. Her target market includes active, conscious women seeking feminine yet not overly girly styles. Key competitors are Jil Sander and Céline for their similar philosophies. The document provides details on McCartney's stores, awards, and proposals for future collections emphasizing technical sketches and fabric concepts inspired by volatile lighting and contrasts of light and dark.

1. María Victoria Ferrere
SPX14L020386
Fashion Production JUL14
Istituto Marangoni

2. ABOUT THE BRAND
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TIMELINE
2001: Stella McCartney launched her own fashion house
under her name.
2004: She launched a joint-venture line with Adidas,
establishing a long-term partnership. This line is a sports
performance collection for women that covers several
athletic disciplines.
2008: She launched a new lingerie line.
2010: Stella McCartney was appointed Team GB’s
Creative Director for the 2012 Olympics by Adidas.
2011: The Stella McCartney Kids collection was launched
for newborns and children up to age 12.

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DNA
“We are committed to being a responsible,
honest, and modern company.
We know that we aren’t perfect.
We will continue to consider the impact we have on the
planet as we design clothing, open stores and manufacture
our products.
We will probably never be perfect, but you can rest assured
that we are always trying.”
COMPANY STATEMENT

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TARGET MARKET
* The target is for the main line of the brand, leaving
aside children and sportswear collection.
• Adult women.
• Active.
• Eco-friendly.
• Conscious.
• Cares for herself and others.
• Wants to make a statement.
• Feminine, but not too girly.
“I design things I want but can't get.”

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KEY COMPETITORS
Main competitors for the Stella
McCartney brand, taking into account
the style of the designs, are Jil Sander
and Céline.
Céline, apart from following a similar
line, also shares a philosophy on being
eco-friendly and sustainable in the
fashion world.

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AWARDS
• VH1/Vogue Designer of the Year - 2000, NY.
• Glamour Award for Best Designer of the Year - 2004, London.
• Star Honoree at the Fashion Group International Night of the Stars - 2004, NY.
• Organic Style Woman of the Year Award - 2005, New York.
• Elle Style Award for Best Designer of the Year Award - 2007, London.
• Best Designer of The Year at the British Style Awards - 2007, London.
• Best Designer of The Year at the Spanish Elle Awards - 2008, Barcelona.
• Green Designer of the Year at the ACE Awards - 2008, New York.
• Official Order of the British Empire – 2013, London.

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15. RETAIL CONCEPT
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STORES
• Stella McCartney now operates 17 freestanding stores.
(The latest being LA’s West Hollywood, Barcelona's Passeig de Gracia,
Milan, Rome and Miami.)
• Her collections are now distributed in over 50 countries
through 600 wholesale accounts including specialty shops
and department stores.
• According to the brand’s identity manifesto most of its sores
are kept running with green energy and in UK they use solar panels.
Furniture is made out of wood from responsible tree-growing
and/or bought in second-hand auctions.

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MILANO STORE Via Santo Spirito, 3, 20121

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WINDOWS
The store presents two shop windows.
They both show products from the pre-fall 14 collection,
with vinyl stickers on the window that resemble the print
of one of the fabrics used for the collection.
Construction: Open
Typology: Prestige
Theme: Subject

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INSIDE THE STORE
* Pictures correspond to the store
before it’s redecoration and reopening
mid2014.

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PRODUCT DIVISION
• Products on the store are divided
following a colour pallette.
• They are also divided by coordination of
functions, suggesting combination of
different products.
• There’s only one piece of each item per
colour on display.

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PRODUCT DISPLAY
Hangers and racks:
• Clothing
• Lingerie
• Scarfs
Shelves:
• Bags
• Shoes
Table displays:
• Accesories
• Wallets

23. FALL/WINTER 2014
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SPIRIT OF THE
COLLECTION
Shibori-dyed fabrics, zipper embelishments and silk cord fringes.
Colour, movement and flow.
The collection reminds us of hand-made and artisanal combined
with just a little bit of tribal charm.
The silhouette is created by oversized tops and by details that
draw attention to the superior half, resulting in long, lean legs.

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THE LOOKS

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COLOURS
Green tones
(emerald, light green)
Blue tones
(electric blue, midnight)
Red tones
(bordeaux, orange)
Grey
Off-White
Tan

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ANALYSIS

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MERCHANDISE MIX

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FABRIC ANALYSIS
COATS:
Wool blend panno
Techno tafeta
SWEATERS:
Cotton based fleece
TOPS:
Silk twill
Mesh
PANTS:
Denim
Mesh
Silk twill
DRESSES:
Silk twill
Mesh
SKIRTS:
Wool blend panno
Cotton/wool based jersey

35. COLLECTION EVOLUTION
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FALL/WINTER 2012

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FALL/WINTER 2013

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FALL/WINTER 2014

39. NEW COLLECTION PROPOSAL
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INSPIRATIONS
VOLATILE
Manmade
conditions may
transform the
sun’s omnious
glow into a
problem, while
it’s warmth and
light are a life-
giving factor.
ENDLESS DARK
Compositions
of light and
dark contrast.
Mistery and
intrigue get
together in
dramatic and
complex
scenes.
+ =

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COLOURS

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TECHNICAL SKECTHES
(coat01) (jacket01) (jacket02) (sweater01) (sweater02)
(top01) (top02) (shirt01) (shirt02)
(skirt01) (skirt02) (pants01) (dress01) (dress02)

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MERCHANDISE MIX
2015

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FABRICS
GABARDINE
(organic cotton)
FGAB01 – YELLOW
FGAB02 - PURPLE
MOLESKIN
(organic cotton)
FMSK01 – BLACK
FMSK02 - BLUE
KNITTED JERSEY
(100% wool)
FKTW01 – YELLOW
FKTW02 - RED
POPLIN
(organic cotton)
FPOP01 – BLUE
FPOP02 - RED
JERSEY
(organic cotton)
FJER01 – BLACK

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DETAILS
ZIPPERS BUTTONS EMBELISHMENTS FINISHINGS
Golden wide
toothed zipper
Invisible zipper
Plain small gold
buttons
Decorative big gold
buttons
Golden cotton trim
Embroidery in
collection colours
forming a
nebula/starry sky
Ribbed cuffs
Quilting

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FGAB01
FGAB02
(skirt01)

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FMSK01
(jacket01)

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Available in:
FJER01
FJER02
(dress01)

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FMSK01
(pants01)

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FGAB01
Quilted.
(coat01)

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FKTW01
and ribbed cuffs.
(sweater02)

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FJER01
(top01)