RESPONSIBLE ?ETHICAL ?SUSTAINABLE ?

ISSUE AT HANDEthical internal business operations (protective) Socially responsible external business activities (proactive)

CHALLENGES & BARRIERSCost IntensivePerceived Lower Style ElementGreen Washing Tactics

EMERGING TRENDSSustainable fashion collaborations & collectionsEco-friendly BrandsLuxury, premium brands & designers turning sustainable

BENEFITSBrand Differentiation & Image ReinforcementLong Term Strategic EdgeCustomer & Employee Engagement

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

Corporate Social Responsibility In Fashion

CSR Vs. Sustainability

http://www.salt-communications.com/blog/2012/10/differences/

If a business wants to futureproof itself, it has to have a sustainability plan

Nina Marenzi, The Sustainable Angle

CORE PREMISEEponymous label – Modern yet Sustainable Design

DIFFERENTIAL ELEMENTSTrend setting yet eco-friendly designsEthical workplace practicesSocially responsible branding & retailing

COMPANY STATEMENTResponsibleHonestModern

http://www.stellamccartney.com/experience/en/stellas-world/sustainability/company-statement/

“For me, it’s about the basic principles: Sustainability is important, as is recycling. Everyone can do simple things to make a difference, and every little bit really does count. That said, my job is to make desirable, luxurious, beautiful clothing and accessories that women want to buy.”

Value Proposition

Key CSR & Sustainability Efforts

PRODUCTIONOrganic cotton, Raffia, Low-impact DyesAPINAT Bio Degradable Soles , Eco Faux NappaAlternative Sourcing & Production Locations

WORKPLACEMeat Free Mondays Hybrid Car Based Taxi Service

COLLECTIONSEco-friendly eyewearAdidas by Stella McCartney The Noemi ToteStella Lingerie

BRANDING & RETAILBiodegradable PackagingRenewable Energy Powered StoresOrganic Store Interiors

CSR Collaborations

Kering Sustainability Ethical Trading Initiative (ETI)Natural Resource Defence Council (NRDC)People for Ethical Treatment of Animals (PETA)

http://www.stellamccartney.com/experience/us/stellas-world/sustainability/stella-interview/http://www.theecologist.org/green_green_living/clothing/270958/fashion_conscience_stella_mccartney.html

Stella McCartney & SustainabilityStrategic Analysis

BRAND IMAGEAspirational yet wearable modern lifestyle brand

CELEBRITY FOLLOWINGNaomi Campbell, Anne Hathway, Natalie Portman, Gwen Stefani, Gwyneth Paltrow, Angelina Jolie

MEDIA PRESENCEVogue UK to Vogue Nippon, InStyle, Harper’s Bazaar, Marie Claire, ELLE

RECENT AWARDS Brand of the Year - British Fashion Council (2012)Elle Style Award - Best International Designer of the Year (2013)H&M & Elle Conscious Award (Sweden, 2013)OBE from HM The Queen (2013)

http://www.vogue.co.uk/news/2013/04/23/stella-mccartney-designer-for-tomorrow-patron---berlin-fashion-weekhttp://www.stellamccartney.com/experience/us/stellas-world/about-stella/

BRAND PERFORMANCEOne of youngest designers to attract investment from global luxury conglomerate, Kering23 freestanding stores worldwide, distribution in 50 countries , shipped online to 100 countries 19 percent rise in profits in 2012

BRAND POSITIONING

STRATEGIC SHORTCOMINGInability to establish 100% transparent & sustainable business model

http://www.wwd.com/business-news/financial/stella-mccartney-profits-rise-19-7189186http://www.kering.com/en/brands/luxury/stella-mccartney

High Sustainability

LowSustainability

Strong Design Element

Weak Design Element

MulberryMichael Kors

Chloe

Jill Sander

DVF

Ralph Lauren

Stewart + BrownPeople Tree

Honest By

EdunIssi

From Somewhere

Stella McCartney

Value Enhancement Suggestions

COLLECTION BRANDINGGo Green Cards for production transparency

PACKAGINGPrinting sustainable materials used on Carry Bags, inside Sunglass Boxes etc.

ADVERTISING CAMPAIGNSHighlighting specific green facts about collection advertised

SOCIAL MEDIA MARKETINGMaking of Videos /Pictures on Facebook, Pinterest, InstagramStella Supports Green Blog on Company Website

Thank You

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