María Victoria FerrereSPX14L020386

Fashion Production JUL14Istituto Marangoni

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.

. . . . . . .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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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 countriesthrough 600 wholesale accounts including specialty shops and department stores.

• According to the brand’s identity manifesto most of its soresare 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.

. . . . . . .MILANO STORE Via Santo Spirito, 3,

20121

. . . . . . .WINDOWSThe store presents two shop windows.They both show products from the pre-fall 14 collection,with vinyl stickers on the window that resemble the printof one of the fabrics used for the collection.

Construction: OpenTypology: PrestigeTheme: Subject

. . . . . . .INSIDE THE STORE

* Pictures correspond to the store before it’s redecoration and

reopening mid2014.

. . . . . . .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.

. . . . . . .PRODUCT DISPLAY

Hangers and racks:• Clothing• Lingerie• Scarfs

Shelves:• Bags• Shoes

Table displays:• Accesories• Wallets

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

. . . . . . .COLOURS

Green tones (emerald, light green)

Blue tones (electric blue, midnight)

Red tones (bordeaux, orange)

Grey

Off-White

Tan

. . . . . . .ANALYSIS

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. . . . . . .MERCHANDISE MIX

. . . . . . .FABRIC ANALYSIS

COATS:Wool blend pannoTechno tafeta

SWEATERS:Cotton based fleece

TOPS:Silk twillMesh

PANTS:DenimMeshSilk twill

DRESSES:Silk twillMesh

SKIRTS:Wool blend pannoCotton/wool based jersey

COLLECTION EVOLUTION

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. . . . . . .FALL/WINTER 2012

. . . . . . .FALL/WINTER 2013

. . . . . . .FALL/WINTER 2014

NEW COLLECTION PROPOSAL

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. . . . . . .INSPIRATIONS

VOLATILEManmade conditions may transform the sun’s omnious glow into a problem, while it’s warmth and light are a life-giving factor.

ENDLESS DARKCompositions 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)

. . . . . . .MERCHANDISE MIX 2015

. . . . . . .FABRICS

GABARDINE(organic cotton)

FGAB01 – YELLOWFGAB02 - PURPLE

MOLESKIN(organic cotton)

FMSK01 – BLACKFMSK02 - BLUE

KNITTED JERSEY(100% wool)

FKTW01 – YELLOWFKTW02 - RED

POPLIN(organic cotton)

FPOP01 – BLUEFPOP02 - RED

JERSEY(organic cotton)

FJER01 – BLACK

. . . . . . .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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FGAB01FGAB02

(skirt01)

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FMSK01

(jacket01)

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Available in:FJER01FJER02

(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)