Académique Documents
Professionnel Documents
Culture Documents
01
Introduction
03
Business Strategy
07
Countries of Manufacture
21
Critical Paths
25
Conclusion
31
TABLE OF CONTENTS
CHAPTER ONE
INTRODUCTION
Stella McCartney launched her own
personal brand under her name and
showed her first collection in October
2001 with the help and partnership
with Kering, which is family-controlled,
listed company and is a world leader in
apparel and accessories, which develops
an ensemble of powerful brands (About
Kering, 2012). The brands product
line includes womens ready-to-wear,
Lingerie (2008), accessories, childrens
wear, eyewear, and fragrances (2003).
The brand is also partnered with Adidas
(2004) called Adidas by Stella McCartney
to feature a line of athletic wear.
Stella Mccartney is a brand that prides
themselves on their hard work towards
being a sustainable company. The
companys mission statement states their
own definition of sustainability and their
impacts. It states, We are committed to
being a responsible, honest, and modern
company. What this means to us: We
understand that it is our responsibility
to do what we can to become a more
sustainable company. We are responsible
for the resources that we use and the
impact that we have. We are always
exploring new and innovative ways to
become more sustainable (McCartney,
2015). The brand also says that although
they are more sustainable, they believe
they are just at the beginning stages
In many ways we are just beginning
our journey towards becoming more
sustainable, but we are dedicated to
continuing our work towards being able
to replace what we have taken from the
environment (McCartney, 2015).
The brands efforts are always on-going.
Starting in the year 2012, the brand
composes A Sustainability Summary
AIMS
02
CHAPTER TWO
B U S I N E S S S T RA T E G Y
Supply Chain
The Stella McCartney supply chain would
follow the chart Fig 3.1. After the brand
has fully designed, sampled, placed their
order, and graded their new products,
the designs start to be mass produced.
The raw materials are being ordered
which will allow for the CMT production
to start. The next step would naturally
be the production of the full garment.
As this stage is being processed, the
finalization and delivery preparation is
being prepared for the final delivery. This
includes the final quality check, addition
of all care labels and hangtags, and
packaging. When all garments reach
the last step, they are now ready for
transportation to a warehouse for storage
or to retail shops allocated by the brand.
04
B U S I N E S S S T RA T E G Y
06
CHAPTER THREE
COUNTRIES OF ORIGIN
History
Italys history with textile production started in the early 1300s. Approximately 25,000
people were employed by the wool textile industry in 1340 (Renaissance, 2009). In the
history of the West European economy, wool-based textiles constituted the single most
important manufactured commodity to enter both regional and international trade. For
this reason, such textiles proved to be vitally important for Italian economic development
and for Italys economic pre-eminence during many of these centuries (Munro, 2013).
Its to say that Italy has always been involved in the textile and production industry as
part of their history and culture, but according to Nicholas Owen, The Italian textiles and
clothing industry grew in real terms through the 1990s (Owen, 2003). Fig 4.1 shows the
increasing in Italys textiles industry compared to other European countries.
Specializations
08
COUNTRIES OF ORIGIN
Business Climate
According to the 2011 Index of
Economic Freedom (The Heritage
Foundation and The Wall Street Journal),
Italy is only the 87th freest economy in the
world. Italian economy remains burdened
by political interference, bureaucracy,
corruption, high levels of taxation, a rigid
labour market, an ineffective judicial
system, a complex regulatory framework
and the high cost of conducting
business (La Gazzetta Italiana, n.d).
This could be a problem when Stella
McCartney produces the majority of her
knitwear range with Italy. Italys economy
is never stable and this could potentially
cause businesses and factories to shut
down.
Taxes Fig 4.2 shows a list for a small
medium sized business in Italy and their
taxation rates in 2013. The U.S Department
of States says, Tax revenues for the first
11 months of 2012 were up 13.8 billion,
or 3.8 percent, compared to the same
period a year earlier, largely due the new
real estate tax (U.S Department of State,
2013). This could pose as a threat to the
McCartney brand because the levels of
taxation are on the rise which may allow
for factories working with the brand to
raise their prices.
Import/Export Duties
The EU is a customs union that provides
for free trade among its 28 member
states--Austria, Belgium, Bulgaria, Cyprus,
Czech Republic, Croatia, Denmark,
Estonia, Finland, France, Germany,
Greece, Hungary, Ireland, Italy, Latvia,
Lithuania, Luxembourg, Malta, The
Netherlands, Poland, Portugal, Romania,
Slovak Republic, Slovenia, Spain, Sweden,
and The United Kingdom (International
Trade Administration, 2015). This allows
Italy and the UK to trade without taxes,
tariffs, or duties.
10
COUNTRIES OF ORIGIN
4.3
12
FIG 4.3 - (Italys Pollution, 2015)
COUNTRIES OF ORIGIN
History
Portugals textile industry has been a key
sector for exports and for employability.
12% of the countrys exports are from
the textile and clothing industry which
employ over 180,000 workers. In 2008
when Portugal started their financial crisis,
the industry fell by 6.5% but thankfully
the Government took charge to boost
this sector. The federal government of
Portugal not only provided financial aid
to the local investors but also attracted
foreign investments in the sector. The
government announced a massive
financial package of 850 million Euros
to stimulate the domestic textile and
clothing industry and encourage exports
of textile products. The government has
also provided financial incentives to
foreign companies for modernization of
the textile units in the country. Besides,
the government also provides essential
help to make credit available to foreign
players investing in the textile sector
(Invest In EU, 2013).
Specializations
14
COUNTRIES OF ORIGIN
Business Climate
According to Making Life Easy for
Citizens and Businesses in Portugal
by OECD (Organization for Economic
Co-Operation and Development),
Portugal has a coherent strategy inked
closely to strengthening the conditions
for economic development and job
creation (OECD, 2008). OECD believes
there are 4 drivers for simplification of
this strategy, one which is creation of
a better business climate. Because
Portugal ranks low on several economic
competitiveness factors, the country
decided to improve their business climate
to improve companies already in the
country, but also new ones. This is an
advantage to the Stella McCartney
brand because just as the company is
trying to be more ethical with everything
that they do, Portugal as a country is
trying to do the same.
Taxes Fig 4.4 shows a list for a small
medium sized business in Portugal and
their taxation rates in 2013. In 2014,
Import/Export Duties
The EU is a customs union that provides
for free trade among its 28 member
states--Austria, Belgium, Bulgaria, Cyprus,
Czech Republic, Croatia, Denmark,
Estonia, Finland, France, Germany,
Greece, Hungary, Ireland, Italy, Latvia,
Lithuania, Luxembourg, Malta, The
Netherlands, Poland, Portugal, Romania,
Slovak Republic, Slovenia, Spain, Sweden,
and The United Kingdom (International
Trade Administration, 2015). This allows
Portugal and the UK to trade without
taxes, tariffs, or duties.
16
COUNTRIES OF ORIGIN
18
20
CHAPTER FOUR
CRITICAL PATHS
2.
Asymmetric Jumper
3.
Tulip Dress
ONE
Style : Crew Neck Jumper
Colour : Ultra Marine
Fit : True to size/Regular Fit
Country of Origin : Italy
Purchase Order to
Manufacturer
(Week 0)
Manufacturer Orders Fabric
(Week 1)
Sealing Samples
(Week 0-9)
Production Seals
(Week 12)
Final Inspection
(Week 14)
Clear Customs
(Week 16)
Recieve in S.M Warehouse
(Week 17)
Warehouse Audit
(Week 17)
22
TWO
Style : Asymmetric Jumper
Colour : Bubble Gum
Fit : True to size/Regular Fit
Country of Origin : Italy
Purchase Order to
Manufacturer
(Week 0)
Manufacturer Orders Fabric
(Week 1)
Sealing Samples
(Week 0-9)
Production Seals
(Week 12)
Final Inspection
(Week 14)
Clear Customs
(Week 17)
Recieve in S.M Warehouse
(Week 18)
Warehouse Audit
(Week 18)
THREE
Style : Tulip Jumper
Colour : Black
Fit : True to size/Regular Fit
Country of Origin : Portugal
Purchase Order to
Manufacturer
(Week 0)
Manufacturer Orders Fabric
(Week 1)
Sealing Samples
(Week 0-9)
Production Seals
(Week 12)
Final Inspection
(Week 14)
Clear Customs
(Week 17)
Recieve in S.M Warehouse
(Week 18)
Warehouse Audit
(Week 18)
24
CHAPTER FIVE
CONCLUSION
Positives
26
CONCLUSION
Negatives
Technology & Innovation Although
Stella McCartney has made plenty of
innovations in her collections, she has
yet to provide any alternatives to her
knitwear sector. What happens to the
clothing after the consumer is done with
it? Is it sent to landfill? Is there a more
sustainable way that the brand can be
involved with?
Italy Although Italy does have positive
aspects when working with the brand,
there are also some negatives. Italy`s
economy has been burdened in recent
years. With the economy doing poorly
and the taxation rates inflating (as
previously discussed), this could cause
factories to either charge a higher price
which would hurt the Stella McCartney
brand or potentially even close their
business doors which would ever further
hurt Stella McCartney as Italy is her
country of choice for production for her
knitwear range.
Portugal While Italy is McCartneys
country of choice, a portion of the
Recommandations
Technology & Innovation Since
the brand has not been able to be
innovative with their knitwear range, this
recommendation is for the company
to start using flax and hemp as fibers.
Both of these fibers are considered Bast
fibers which are soft, fine, flexible, can
grow in different climate zones, and they
recycle the earths carbon dioxide (The
Textile Institute, 2005). These fibers are also
biodegrable which allows for the clothing
to be broken down in compost rather
than being transported to a landfill site.
Flax: Is the oldest fiber in the world
and in grown in countries such as China,
Egypt, and France. This fiber is typically
used for woven knitted fabrics and can
be blended with other materials such as
wool and cotton.
Hemp: Hemp is grown in countries
such as China, Europe, and North
America. There are 3 types of hemp that
can be used but southern hemp is of
highest quality and has a very low yield
of seeds. Hemp can also be blended with
other materials such as cotton or wool.
Infrastructure & Transportation The
transportation sector is hard when it
comes to finding more sustainable and
environmentally friendly alternatives. 9%
of the worlds greenhouse gas emission
comes from service and freight vehicles
28
CONCLUSION
Everyone can do
simple things to
make a difference,
and every little bit
really does count
(Stella McCartney, 2015).
30
IMAGE LIST
CITATIONS
Cover Photo - Williams, H. (2014). Stella McCartney collaborates with the Internets
favourite new artist. Available: http://www.buro247.com/me/culture/news/stellamccartney-petra-cortright.html. Last accessed April 26 2015.
Fig 1.1 - FashionMention. (2014). adidas by Stella McCartney Fall Winter 2014 Collection.
Available: http://www.fashionmention.com/adidas-stella-mccartney-fall-winter-2014collection/. Last accessed April 26 2015.
Fig 1.2 - Phelps, N. (2015). Stella McCartney Pre-Fall. Available: http://www.style.com/
fashion-shows/pre-fall-2015/stella-mccartney. Last accessed April 26 2015.
Chapter 1
Fig 2.1 - Sunray Studio. (2014). Stella McCartney. Available: https://www.pinterest.com/
pin/246009198370616397/. Last accessed April 26 2015.
Chapter 2
Fig 3.1 - Hattingh, A. (2008). From Design Ramp to Store. Available: http://www.ifashion.
co.za/index.php?option=com_content&task=view&id=888&Itemid=113. Last accessed
April 26 2015.
Fig 3.2 McCartney, S. (2012). Winter 2012 Inspiration. Available: https://www.pinterest.
com/pin/279152876873962334/. Last accessed April 26 2015.
Chapter 3
Fig 4.1 - Anon. (2015). Italys Exports. Available: http://www.tradingeconomics.com/italy/
exports. Last accessed April 26 2015.
Fig 4.2 - BUREAU OF ECONOMIC AND BUSINESS AFFAIRS. (2013). 2013 Investment Climate
Statement - Italy. Available: http://www.state.gov/e/eb/rls/othr/ics/2013/204664.htm. Last
accessed April 26 2015.
Fig 4.3 - Anon. (2015). Pollution in Italy. Available: http://www.numbeo.com/pollution/
country_result.jsp?country=Italy. Last accessed March 10th.
Fig 4.4 Anon. (2015). Paying Taxes In Portugal. Available: http://www.doingbusiness.org/
data/exploreeconomies/portugal/paying-taxes. Last accessed April 26 2015.
.
32
Fig 4.5 Anon. (2015). Taste of Italy. Available: http://www.northcrestclub.com/wp/socialevents/taste-of-italy/. Last accessed April 26 2015.
Fig 4.6 - Anon. (n.d). Portugal Flag. Available: http://imagesdetails.com/i/portugal-flag/5.
Last accessed April 26 2015.
Chapter 4
Fig 5.1 - McCartney, S. (2015). Stellas Stores. Available: https://www.pinterest.com/
pin/279152876878813073/. Last accessed April 26 2015.
Chapter 5
Fig 6.1 - McCartney, S. (2013). Spring Florals. Available: https://www.pinterest.com/
pin/279152876874721858/. Last accessed April 26 2015.
Fig 6.2 - McCartney, S. (2013). Spring Florals. Available: https://www.pinterest.com/
pin/279152876874721832/. Last accessed April 26 2015.
Fig 6.3 - Miel, M. (2014). Pure Mode. Available: https://www.pinterest.com/
pin/391179917603975000/. Last accessed April 26 2015.
REFERENCES
CITATIONS
34
Owen, N. (2003). A Comparative Study. British and Italian Textile and Clothing Industries. 1
(2), 10-12.
OECD (2008). Making Life Easy for Citizens and Businesses in Portugal. N/A: OECD
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Stella McCartney. (2015). Stella McCartney Quotes. Available: http://www.brainyquote.
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Scheffer, M. (2012). IN-DEPTH ASSESSMENT OF THE SITUATION OF THE T&C SECTOR IN THE EU
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TexMedIn. (2013). Textile & Clothing. THE TEXTILE AND CLOTHING SECTOR IN EUROPE. 1 (1),
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The Textile Institute (2005). Biodegradable & Sustainable Fibers. England: Woodhead
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Walker, D. (2013). Stella McCartney. Purse Made Using Wool From Her Own Farm. 1 (1),
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CITATIONS
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CITATIONS
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APPENDIX
A
40
Eco Friendly Eyewear These products are made from raw material and castor-oil seeds
and added citric acid. 50% of these products are designed from renewable and natural
resources.
Biodegradable Soles These soles have been used since McCartneys Autumn 2010
collection. They are made from APINAT which is a bioplastic. When placed in mature
compost, they will degrade with time.
Faux Leather - Introduced in Autumn 2013, This new faux leather is coated with 50%
vegetable oil allows less petroleum use in these products. It is also a renewable natural
resource.
Lingerie All hardware in these products are made from recyclable materials. Gussets are
made from organic cotton. Its a wearable everyday range, incorporating cutting-edge
technology to create one of the thinnest, lightest and most invisible collections in the
world (McCartney, 2015).
Noemi Tote Produced in Kenya with the help from the International Trade Centers
Ethical Fashion Program (ITC), This tote helps provide work to support sustainable
livelihoods in disadvantaged communities in Africa (McCartney, 2015).
Adidas By Stella McCartney The materials must come from a sustainable source,
be produced without dangerous chemicals, and be manufactured under the highest
workplace standards with waste and energy management systems. All Adidas by Stella
McCartney products are PVC free (McCartney, 2015).
42