Stella McCartney values
Stella McCStella McCartney’s values are innovation, integrity, sustainability (all Stella McCartney products are PVC free), family, community, personal connection and respect for animals (none of the glues used in their shoes or bags come from animals). (Stella McCartney, n.d.)
Channels
The channels of the luxury brand Stella McCartney are E-Commerce, Social Media, Visual Merchandising and Traditional marketing (TV Advertising, Print). The brand uses those different channels to share its values.
StStella McCarney is using an omnichannel strategy. It means that is the content that is engaging with the consumer (Evolution Marketing, 2021). By using an omnichannel of communication the customer is likely to have multiple touchpoints with a retailer and expect it interaction between each channel to be seamless. The goal is that a customer can order what they want, when they want, on whatever device they want, and have it delivered how they want (Myerson, 2020)
Brand values theory
BBrand values in marketing are getting more and more important. Kotler (2008) says that marketing is creating, communicating, and delivering value to a target market’s profitability. Brand values are expressed through the product, social media and online content, advertising and promotion, company reputation and behaviour and the environment in which it is sold (Posner, 2015).
G. Vanbosterhaut
References
Evolution Marketing (2021). What is omnichannel? [online] Available at www.marketingevolution.com/knowledge-center/topic/marketing-essentials/omnichannel [Accessed 9 May 2022].
Machin (2014) Visual Communication
Kang, J., Hong, S. and Hubbard, G. T. (2020) ‘The role of storytelling in advertising: Consumer emotion, narrative engagement level, and word‐of‐mouth intention’, Journal of consumer behaviour, 19(1), pp. 47–56. Kotler (2008) in : Posner, H (2015) Marketing Fashion: Strategy, Branding and Promotion
Stella McCartney (n.d.) Stella’s World | Stella McCartney BE. [online] Available at https://www.stellamccartney.com/be/en/stellas-world/stellas-world.html [Accessed 25 May 2022]