SUSTAINABLE RESPONSIBLE ETHICAL ? ??

ISSUE AT HAND Ethical internal business operations (protective) Socially responsible external business activities (proactive) CSR Vs. Sustainability

CHALLENGES & BARRIERS Cost Intensive Perceived Lower Style Element Green Washing Tactics

RESOURCE LIMITATIONS

Social Responsibility If a business Corporate wants to futureproof itself, it has to have a sustainability plan THRIVING THRIVING EMERGING TRENDS SOCIETY AND BUSINESS In Fashion Sustainable fashion collaborations & collections ENVIRONMENT Nina Marenzi, The Sustainable Angle
NEEDS OF FUTURE GENERATIONS

Eco-friendly Brands Luxury, premium brands & designers turning sustainable BENEFITS Brand Differentiation & Image Reinforcement Long Term Strategic Edge http://www.salt-communications.com/blog/2012/10/differences/ Customer & Employee Engagement

MEETING OUR NEED TODAY

Juulsen, L . & Knudsen, H., Communicating CSR in the High Street Fashion Industry, 2010 Reeves, J., Six Reasons Companies Should Embrace CSR, Forbes, 2 February 2012

CORE PREMISE Eponymous label Modern yet Sustainable Design DIFFERENTIAL ELEMENTS Trend setting yet eco-friendly designs For me, it s about the basic principles: Sustainability is important, as is recycling. Everyone Ethical workplace practices can do simple things to make a difference, and every little bit really does count. That said, Socially responsible branding & retailing

my job is to make desirable, luxurious, beautiful clothing and accessories that women want Value Proposition to buy. STATEMENT COMPANY
Responsible Honest Modern
http://www.stellamccartney.com/experience/en/stellas-world/sustainability/company-statement/

PRODUCTION Organic cotton, Raffia, Low-impact Dyes APINAT Bio Degradable Soles , Eco Faux Nappa Alternative Sourcing & Production Locations CSR Collaborations WORKPLACE Meat Mondays KeringFree Sustainability Hybrid Car Based Taxi Service Ethical Trading Initiative (ETI) Natural Resource Defence Council (NRDC) COLLECTIONS People for Ethical Treatment of Animals (PETA) Eco-friendly eyewear Adidas by Stella McCartney http://www.stellamccartney.com/experience/us/stellas-world/sustainability/stella-interview / The Noemi Tote http://www.theecologist.org/green_green_living/clothing/270958/fashion_conscience_stella_mccartney.html Stella Lingerie

Key CSR & Sustainability Efforts

BRANDING & RETAIL Biodegradable Packaging Renewable Energy Powered Stores Organic Store Interiors

Strong

Design Element Stella McCartney

BRAND IMAGE Aspirational yet wearable modern lifestyle brand BRAND PERFORMANCE
DVF

One of youngest designers toJill attract CELEBRITY FOLLOWING Sanderinvestment from global luxury conglomerate, Kering 23 freestanding stores worldwide, distribution in 50 countries , shipped online to 100 countries Naomi Campbell, Anne Hathway, Natalie Portman, Gwen Stefani, Gwyneth Paltrow, Angelina Jolie From Somewhere 19 percent rise in profits inChloe 2012 MEDIA PRESENCE Mulberry Issi Edun Michael Kors Low BRAND POSITIONING High Vogue UK to Vogue Nippon, InStyle, Harpers Bazaar, Marie Claire, ELLE

Stella McCartney & Sustainability STRATEGIC SHORTCOMING Ralph Lauren Honest By RECENT AWARDS Strategic Inability to establish 100% Fashion transparent & sustainable business model Stewart + Brown Brand of the Year - British Council (2012) Analysis
Sustainability

Sustainability

Elle Style Award - Best International Designer of the Year (2013) People Tree http://www.wwd.com/business-news/financial/stella-mccartney-profits-rise-19-7189186 H&M & Elle Conscious Award (Sweden, 2013) http://www.kering.com/en/brands/luxury/stella-mccartney OBE from HM The Queen (2013)
http://www.vogue.co.uk/news/2013/04/23/stella-mccartney-designer-for-tomorrow-patron---berlin-fashion-week http://www.stellamccartney.com/experience/us/stellas-world/about-stella/
Weak Design Element

COLLECTION BRANDING Go Green Cards for production transparency PACKAGING Printing sustainable materials used on Carry Bags, inside Sunglass Boxes etc.

ADVERTISING CAMPAIGNS Highlighting specific green facts about collection advertised

Value Enhancement Suggestions

SOCIAL MEDIA MARKETING Making of Videos /Pictures on Facebook, Pinterest, Instagram Stella Supports Green Blog on Company Website

Thank You
Le Huang | Disha Jain | Lauri Anttoni | Ruoh Shiang | Prerika Rao