Stella McCartney is both a person and a brand name. She launched her fashion house in 2001 and now has 40 freestanding stores around the world. She is a lifelong vegetarian and does not use fur or leather in her designs. Her collections include women’s ready-to-wear, accessories, lingerie, eyewear, fragrance and kids. She also partnered with adidas to create a line of athletic clothing and shoes. As I read the description on her About Stella page, it’s year after year of designs and sales. She has done so much great work, it’s no wonder she is world famous.
Her website describes her signature style as “sharp tailoring, natural confidence and sexy femininity”.
I chose this brand because I was looking up vegan brands. Stella McCartney was first on a list I found online, and I had heard the name before but was unfamiliar with the products.
Because of the price and high quality, the target market would be women with higher income, and more expendable income. Being an eco-friendly line that doesn’t use real leather or fur also targets people with similar values.
This brand is pretty active on various social media sites, so I should be able to find plenty about how this company markets their product and how the rhetoric used changes across websites. Customers, fans, and people interested in the brand, such as vegan bloggers, are also interacting with the brand on social media, which will be helpful particularly if the company responds.