The Concept

Stage one identified and located a gap in the market, to find the next and most appropriate journey for luxury brand Stella McCartney to undertake. Menswear was seen as the ‘Silver bullet’ (Aaker 2002) that will positively influence the image of Stella McCartney, being a powerful source in maintaining and expanding the brands image.

Further extension in the brands portfolio will help fulfill leveraging brand assets and creating synergy of brand architecture by generating brand exposures and associations in different contexts.

‘The brands mission is like a journey it never ends. It is the brands ultimate destination’.
Travis.D 2000: 108

During Stage 1 Stella McCartney was quoted furthering proposals viability.

‘I would like to do a menswear collection. It would be more of a challenge for me...definitely something I would think about doing.’ It was also noted that more and more men are asking her to move into her category.’
Stylesight 2008 online


This project is solely a proposal and therefore a starting block which has been split into two stages. Stage two now works on from Stage one undertaking further implementations working through the different stages within the marketing mix. Now living in a generation that conceptualizes fashion through a multi media lens innovative new ideas have been thoroughly thought through with new media opportunities. Aspects of promotion have been built into all areas to help generate success and exposure. Luxury market worth 190 billion Euros in 2008 (Chevalier.M and Mazzalovo 2008) but with the current unstable economic climate a further update market analysis within Chapter (physical Environment) confirms suitability to expand the brands offerings.

Jackson (2004) suggests that luxury brands are distinguished by-
Global recognition
Critical Mass
Core competence and other products
High product quality and innovation
Powerful Advertising
Immaculate store presentation
Superb Customer service.
All areas addressed with integrated decisions reached within each area being well analysed (see appendix.. for Research Methodology) to ensure coherence and suitability.

Capsule collection of six different outfits and a range of accessories will display the capabilities and inspiration of the type of style which would fit ideally each season within the brands portfolio. Collection been created by fashion designer Felicity Baggett, selected for her similarity in style and talent, coming second in the FAD competition london..

http://www.fad.org.uk/archives/4000competition/index.php