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  • January 2015 (Revised November 2016)
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Stella McCartney

By: Anat Keinan and Sandrine Crener
  • Format:Print
  • | Language:English
  • | Pages:36
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Abstract

Stella McCartney launched her own fashion house under her name in a partnership with the luxury conglomerate Kering as a 50/50 joint venture in 2001. A lifelong vegetarian, Stella McCartney does not use any leather or fur in her collections, which include women's ready-to-wear, handbags, shoes, lingerie, eyewear, fragrance, and a kids line. Stella McCartney's achievement in fashion and social awareness has been recognized on many occasions, and her commitment to sustainability is present throughout all her collections and numerous environmental and charitable initiatives. As climate change is becoming a more pressing issue, companies are pressured to embrace a more sustainable approach to their business. With fashion and luxury industries progressively rising to this challenge, what does it mean for Stella McCartney's brand's ethos to be a responsible, honest, and modern company? Is it possible that Stella McCartney's environmentally friendly positioning will not be as differentiating as before as more fashion and luxury brands are becoming environmentally conscious and starting to develop sustainable initiatives? Similarly, how are Stella McCartney's partnerships to develop ethical fashion items impacting the brand's luxury positioning and appeal?

Keywords

Luxury; Luxury Brand; Luxury Fashion; Fashion; Sustainability; Social Corporate Responsibility; Marketing Partnerships; Entrepreneurship; Cause Marketing; Ethical Marketing; Charity Goods; Sustainable Fashion; Ethical Fashion; Designer Brand; Stella McCartney; Brand Positioning; Growth Strategy; Brand Extension; Brand Communication; Kering Group; H&M; Adidas; Product Positioning; Business Conglomerates; Competitive Advantage; Environmental Sustainability; Brands and Branding; Fashion Industry; Apparel and Accessories Industry

Citation

Keinan, Anat, and Sandrine Crener. "Stella McCartney." Harvard Business School Case 515-075, January 2015. (Revised November 2016.)
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Related Work

    • January 2015 (Revised November 2016)
    • Faculty Research

    Stella McCartney

    By: Anat Keinan and Sandrine Crener
Related Work
  • Stella McCartney By: Anat Keinan and Sandrine Crener
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