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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)
