{"id":4315,"date":"2026-03-20T16:28:30","date_gmt":"2026-03-20T16:28:30","guid":{"rendered":"https:\/\/www.sites.se.manchester.ac.uk\/fbt-2026\/?page_id=4315"},"modified":"2026-05-08T14:16:04","modified_gmt":"2026-05-08T13:16:04","slug":"fashion-project-stella-mccartney","status":"publish","type":"page","link":"https:\/\/www.sites.se.manchester.ac.uk\/fbt-show\/fashion-project-stella-mccartney\/","title":{"rendered":"FASHION PROJECT: STELLA MCCARTNEY"},"content":{"rendered":"\n<div class=\"wp-block-group has-base-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-96d81ce1 wp-block-group-is-layout-constrained\" style=\"padding-top:var(--wp--preset--spacing--small);padding-right:var(--wp--preset--spacing--small);padding-bottom:var(--wp--preset--spacing--small);padding-left:var(--wp--preset--spacing--small)\"><div style=\"display:block\">\n<!-- FlowPaper PDF flipbook plugin v.2.0.7 wordpress.org\/plugins\/flowpaper\/ -->\n<iframe title=\"FlowPaper flipbook pdf viewer\" width=\"700px\" height=\"500\" scrolling=\"no\" class=\"flowpaper-class\" frameborder=\"0\" allowFullScreen=\"true\" lightbox=\"false\" cover id src = \"https:\/\/flowpaper.com\/flipbook\/?pdf=https:\/\/www.sites.se.manchester.ac.uk\/fbt-show\/wp-content\/uploads\/sites\/54\/2026\/05\/Stella-McCartney.pdf?wp-hosted=1&title=&header=&theme=&singlepage=&thumbs=1&modified=260508216\" seamless=\"seamless\" style=\"margin-bottom:0;display:block;\">Your browser does not seem to support iframes. <a href=\"https:\/\/flowpaper.com\/flipbook\/?pdf=https:\/\/www.sites.se.manchester.ac.uk\/fbt-show\/wp-content\/uploads\/sites\/54\/2026\/05\/Stella-McCartney.pdf?wp-hosted=1\" target=\"_blank\">Click here to read this PDF<\/a>.<\/iframe>\n<div id=\"flowpaper-logo-bottom\" class=\"flowpaper-logo-bg\" style=\"background:linear-gradient(to right, rgba(0,0,0,0.65) 0%,rgba(0,0,0,0) 200px);width:100%;height:19px; padding-bottom: 1px; padding-left: 5px; padding-right: 10px; display: flex; align-items: center;z-index:9999\"><span style=\"height: 37px; padding-left: 6px;width:90%\"> <a id=\"flowpaper-link\" style=\"fill: #fff\" alt=\"FlowPaper logotype\" title=\"FlowPaper logotype\" href=\"https:\/\/flowpaper.com\" target=\"_blank\"> <img decoding=\"async\" alt=\"Publish PDF flipbooks online\" style=\"height:17px;width:auto;margin-top:11px;\" src=\"https:\/\/www.sites.se.manchester.ac.uk\/fbt-show\/wp-content\/plugins\/flowpaper-lite-pdf-flipbook\/assets\/flowpaper-logo.png\" border=\"0\"> <\/a> <\/span><span style=\" float: right; right: 0; font-size: 10px; white-space: nowrap; opacity:0.8\"><a href=\"https:\/\/flowpaper.com\/flipbook-maker\/\" target=\"_new\" style=\"text-decoration:none;border-bottom:none;\">Created using FlowPaper Flipbook Maker &#8599;<\/a><\/span><\/div><\/div>\r\n                <script>\r\n                document.addEventListener(\"DOMContentLoaded\", function(){\r\n                    var target_element, iframe_element;\r\n                    iframe_element = document.querySelector(\"iframe.flowpaper-class\");\r\n                    target_element = document.querySelector(\"\");\r\n                    iframe_element.style.height = target_element.offsetHeight + \"px\";\r\n                });\r\n                <\/script>\r\n            \n\n\n\n<p class=\"has-text-color has-link-color wp-elements-eaf1ac9c6cc6d624efda57ce2351ca61 wp-block-paragraph\" style=\"color:#7f7f7f\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-base-5-color has-text-color has-link-color wp-elements-1abcb8d3bc918622be49d3a0b20629cc\">Team Members:<\/h2>\n\n\n\n<p class=\"has-base-5-color has-text-color has-link-color wp-elements-e7ad095c10de7c567fcbebb4d47a9b1e wp-block-paragraph\"><strong><strong>Mengjie&nbsp;Ge<br>Liuyuxuan&nbsp;Luo<br>Yang Gao<br>Yixian Xu<br>Xinqi&nbsp;Lin<br>Xintong&nbsp;Jiang<\/strong><\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-base-5-color has-text-color has-link-color wp-elements-7252befed51852d0ed91a9c3b76560ed\">Keywords<\/h2>\n\n\n\n<ul style=\"color:#7f7f7f\" class=\"wp-block-list has-text-color has-link-color wp-elements-9f444b45a98359702f4d44bf2534a373\">\n<li>Sustainability<\/li>\n\n\n\n<li>Innovation<\/li>\n\n\n\n<li>Market Penetration<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading has-base-5-color has-text-color has-link-color wp-elements-35aa165d9fdf0c3df59c9e6e2b4c74e1\">Summary<\/h2>\n\n\n\n<p class=\"has-text-color has-link-color wp-elements-ef76611c9654e47eb7d03df3107aaa33 wp-block-paragraph\" style=\"color:#7f7f7f\">Stella McCartney is a private British luxury fashion brand founded in 2001 by Stella McCartney, the daughter of Paul McCartney (BoF, 2025). In December 2025, the company reported pre-tax losses of \u00a333.6m in 2024 compared to&nbsp;\u00a325m loss in the previous year with the total sales having fallen by 27% to only \u00a316m (Butler, 2025). This comes amid the brand\u2019s&nbsp;directors&nbsp;warnings that the company might run out of money by 2028, given that it has not made a pre-tax profit since 2017 (Butler, 2025).&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"has-text-color has-link-color wp-elements-ffd33f72fc84fecc29e2915c9fc8bd58 wp-block-paragraph\" style=\"color:#7f7f7f\">Lasting financial losses and declining wholesale revenue, limited differentiation beyond sustainability, and product assortment that relies heavily on timeless pieces, which do not appeal for younger fashion consumers especially at the higher price point level are the key pain points&nbsp;identified&nbsp;through the brand strategy analysis. It is suggested that Stella McCartney should focus on enhancing product portfolio through innovation and trend-driven capsule collections, improving digital and omnichannel experience through AI-powered retail technologies, and expanding the brand\u2019s reach among younger consumers, while focusing on existing market development before expanding into the new ones.&nbsp;<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Team Members: Mengjie&nbsp;GeLiuyuxuan&nbsp;LuoYang GaoYixian XuXinqi&nbsp;LinXintong&nbsp;Jiang Keywords Summary Stella McCartney is a private British luxury fashion brand founded in 2001 by Stella McCartney, the daughter of Paul McCartney (BoF, 2025). In December 2025, the company reported pre-tax losses of \u00a333.6m in 2024 compared to&nbsp;\u00a325m loss in the previous year with the total sales having fallen by [&hellip;]<\/p>\n","protected":false},"author":76,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-4315","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>FASHION PROJECT: STELLA MCCARTNEY - FBT Graduate Showcase 2026<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sites.se.manchester.ac.uk\/fbt-show\/fashion-project-stella-mccartney\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"FASHION PROJECT: STELLA MCCARTNEY - FBT Graduate Showcase 2026\" \/>\n<meta property=\"og:description\" content=\"Team Members: Mengjie&nbsp;GeLiuyuxuan&nbsp;LuoYang GaoYixian XuXinqi&nbsp;LinXintong&nbsp;Jiang Keywords Summary Stella McCartney is a private British luxury fashion brand founded in 2001 by Stella McCartney, the daughter of Paul McCartney (BoF, 2025). 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