The visuality and multimodality of consumers is challenged by their own background, previous knowledge, or interests, causing different interpretations of the same visual communications a brand may be portraying (Holsanova, 2014). The omnichannel marketing approach that Stella McCartney offers allows the seamless blend of the brand values across all digital platforms and brick-and-mortar stores to benefit the consumer and to overcome any visual challenges (Winkler, 2019). Stella McCartney’s brand values embody a sustainable vision – making every action count, inspiring trust, and celebrating life whilst focusing on material innovation, the circular economy and animal welfare (The Stella McCartney Foundation, 2022). From the brand values Stella McCartney’s brand personality traits of sincerity and sophistication are curated, which are shown through the consistency between the ecommerce site, social media channels and advertising campaigns seen below (Aaker, 1997).
Stella McCartney actively uses artificial intelligence with the utilisation of Google Cloud technology to precisely measure each environmental impact of the fashion supply chain and to track the geographical territory where production is installed (Candeloro, 2020). This innovative strategy that gives Stella McCartney the trait of excitement, is filtered through all visual channels demonstrating that Stella McCartney’s brand values start all the way from the raw production to the commercial marketing campaigns creating a circular and refined brand identity (Candeloro, 2020).
Gains towards animal welfare are propelled through Stella McCartney’s Instagram, the 2019 ‘There She Grows’ campaign launched to save Indonesia’s Leuser Ecosystem by raising awareness and donations (Santamaria, 2019). This allowed consumers to understand, through visual communications, that Stella McCartney cares not only about creating sustainable products but real-life social and environmental issues. From the data analysis of each raw material to the manufacturing of each product, to the marketing of each campaign, Stella McCartney takes the consumer through a journey of sustainability by storytelling to align the brand values (Kang et. al, 2020).
Reference List
Aaker, J.L., 1997. Dimensions of brand personality. Journal of marketing research, 34(3), pp.347-356. (Accessed: 7 April 2022).
Candeloro, D. (2021) ‘Towards Sustainable Fashion: The role of Artificial Intelligence – H&M, Stella McCartney, Farfetch, Moosejaw: A Multiple Case Study’, ZoneModa Journal, 10 (2). (Accessed: 7 April 2022).
Holsanova, J. (2014) Chapter 14: In the Eye of the Beholder in: Machin, D. (2014) Visual Communication. (Accessed: 7 April 2022).
Kang, J, Hong, S & Hubbard, G. (2018) ‘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. (Accessed: 7 April 2022).
Santamaria, B. (2019) ‘Stella McCartney launches Instagram challenge to save Indonesia’s Leuser Ecosystem’, Fashion Network, 1 March. (Accessed: 7 April 2022).
The Stella McCartney Foundation. (2022) Our Mission. Available at: https://www.green.stellamccartneycares.org (Accessed: 7 April 2022).
Winkler, N. (2019) Omnichannel vs Multichannel: What is the difference and why does it matter? Available at: https://www.shopify.co.uk (Accessed: 7 April 2022).
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