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A video-based pitch for the innovative marketing approach that Stella should follow.

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An example on competitor brands who have already ventured into the digital landscape.

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I. Mission and Vision
II. About Stella
III. SWOT Analysis
IV. Product Portfolio
V. Brand Positioning Map
VI. PESTEL Analysis

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A press release dedicated to the innovative marketing approach that Stella McCartney will be following - Stella in the Meta!

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I. Audience Pen Portrait
II. Objectives of Media Campaign
i. RACE Framework
ii. AIDA Model
III. The Innovation Idea
i. Media Calander
ii. Channel Type & Selection
iii. Sponsors & Influencers
iv. Mock-ups
IV. Digital SWOT
V. Budget Breakdown

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A reflective journal based on Gibbs' Model of Reflection, detailing my adventure and process towards developing the final deliverables, along with the insight I gained throughout the while.

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Mission Statement: "We are committed to always being responsible, honest and accountable today, with a positive impact on people, the planet and all its creatures so that we can protect it for tomorrow. Our sustainable vision is guided by and accountable to our bold values – making every action count, inspiring trust and celebrating life."

Vision Statement: "We strive to create the most beautiful, desirable products with the least impact on our environment. Our conscious values are also the inspiration behind our innovation."

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ABOUT STELLA McCARTNEY

Stella McCartney was born in London to a family of creators who were legendary in public, yet ordinary at home. Raised in both the city and the English countryside, she was kept grounded by her late mother and muse, Linda McCartney - a photographer, vegetarian and animal rights activist whose values and innate appreciation for beauty continue to inspire her today.

About the Brand

Subsequent key highlights for the brand include launching an ongoing adidas by Stella McCartney performance wear partnership in September 2004, releasing the vegan STELLA fragrance and debuting the first lingerie collection in 2008. In Winter 2009, the iconic Falabella bag was introduced, distinguished by a hand-laced cotton and diamond-cut chain detail - the vegan accessory is now of Stella McCartney's bestselling collections. In the same year, Stella McCartney Kids was introduced, and the sustainable fashion house expanded into eco-friendly eyewear in 2011.

Stella was appointed Team Great Britain's Creative Director for the 2012 Summer Olympics in London by adidas, marking the first time in the history of the games that a leading fashion designer has designed the apparel for a country's team across all Olympic competitions. In 2016, she unveiled her first full swimwear collection, launched the new STELLA POP fragrance and was invited to be Creative Director for Team Great Britain again for the 2016 Summer Olympics in Rio.

The first-ever Stella McCartney menswear collection launched in Spring 2017 and Stella designed the first-ever vegan Stan Smith trains in Autumn 2018. That year, she also launched the Stella McCartney Cares Foundation - a non-profit charity platform devoted to dually supporting sustainability and breast cancer awareness, two causes especially close to the designer's heart.

After 17 years of partnership, Stella purchased Kering's stake in her company in 2018. Later that year, she designed Meghan Markle's wedding reception dress and partnered with the United Nations on a sustainable fashion charter.

In 2019, Stella McCartney entered into a partnership with LVMH to further develop her brand, while retaining a majority ownership. She will also serve as a special advisor on sustainability to Bernard Arnault and the conglomerate's executive committee. Additionally, in January 2020, Stella became the first fashion designer ever to appear on the cover of Vogue USA.

Cementing her position as an innovation leader in 2021, Stella was invited by HRH The Prince of Wales' Sustainable Markets Initiative to attend the G7 Summit and the United Nations Climate Change Conference (COP26), where she hosted a Future of Fashion material innovations exhibit. Stella McCartney was the only fashion designer to attend COP26, the global climate change summit, launching the travelling "Future of Fashion" exhibit. She attended the G7 UK conference and signed the Terra Carta treaty. In the same year, she released the world's first-ever vegan football boot, in collaboration with adidas and Paul Pogba, and the world's first Mylo™️ mycelium leather garments and runway bag.

In 2022, Stella released the world's first-ever commercially available Mylo™ luxury handbag crafted from mycelium and continued to innovate nature-positive material innovations. She also launched STELLA by Stella McCartney - a vegan and cruelty-free skincare range crafted from over 99% natural ingredients. Stella also became a co-founder of the SOS Fund, investing in next-gen start-ups at the grassroots level to support nature-positive solutions and innovations.

This commitment to pioneering a conscious luxury movement continued with Stella's vocal support of The Fashion Act policy in New York as well as the launch of STELLA by Stella McCartney skincare, an entirely vegan, 99% natural beauty range in partnership with LVMH.

In 2023, Stella was honoured with a CBE, Commander of the Order of the British Empire, by His Royal Highness King Charles III in recognition of her services to fashion and sustainability. She also debuted the world's first-ever luxury products crafted from MIRUM®, BioSequins and regenerative cotton.

Today, Stella McCartney spans women's ready to wear, unisex capsules, kids' clothing, accessories, swimwear, lingerie, a performance wear collaboration with adidas, STELLA skincare and more - with 48 directly owned stores and 21 franchise stores across New York City, London, Paris, Milan, Tokyo, Shanghai and Beijing. Our collections are now sold in 77 nations through 863 specialty shops and department stores, and ship to 100 countries via online. Discover more at stellamccartney.com.

She graduated from Central St Martins in 1995, becoming immediately known for her womenswear's sharp tailoring, bold aesthetics and masculine energy. By 1997, Stella was appointed the Creative Director of Chloé in Paris, leading the house to critical and commercial success.

In 2001, Stella McCartney launched her eponymous luxury fashion house and showed her first collection in Paris that October. A lifelong vegetarian, Stella has never used leather, feathers, skin or fur in any of her designs since day one - a revolutionary stance both then and now. Since those first seeds were planted, the brand has continued to grow its sustainability thought leadership through material and supply chain innovation, partnerships and beyond.

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Designer Clothing | Latest Luxury Fashion | Stella McCartney UK

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Discover designer clothes online that bring out your personality. Shop the latest in clothing and accessories at the Stella McCartney UK online store.

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Brand Positioning Map Versus Main Competitors

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Brand Positioning Map Versus Main Competitors

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Demographic -

Stella McCartney is aimed at women around 25-45. Young consumers that are into business with an androgynous look. Their income would be middle to high due to the price of the luxury products.

Psychographic -

A Stella consumer would typically be fashion forward with an interest in the same values as the brand. A high-income business career and well-educated. Purchase Stella's products for pleasure as well as sticking to what they believe in - no harm to animals/vegetarian.

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The main channel for marketing will be through the firm's social media platforms, while also relying on promoting the offerings through OpenSea, the most prominent NFT space available at the moment.

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Stella will rely on a number of its clientele within the impressive, star-studded repertoire that they boast in order to help them promote the new offerings to clients around the world.