1. Ruby & Ella

2. Who is their customer demographic?
Their target market is female as they only offer womenswear and childrenswear.
Her customers are typically ages
They stereotypically are professionals or women in high powered jobs as they will need a high disposable income due to her luxury price tags.
They are usually fashion conscious and like to keep up with current trends
Stella has many bold and unique designs, therefore her customer type is usually edgy and likes to be out there with their style.

3. How does Stella McCartney address the ethical impact of fashion & their production?
Stella McCartney was one of the first designers in the fashion business to embrace a sustainable attitude in her business model from production to final collections. They have recently joined the Ethical Trading Initiative and they are also working with the national resources defence council on its clean by design program. They are working with them to improve the environmental impact of the textile mills and also they work very closely with the people who make their products.

4. Are they a Market leader & if so why?
Yes Stella McCartney is a market leader in the luxury sector.
Recognised for her falabella collection
Her designs are unique, edgy and environmentally friendly for example using faux leather rather than real leather.
This is her USP compared to her competitors such as Louis Vuitton, Mulberry and Prada as they all use real leathers.

5. How does Stella McCartney address the environmental impact of Fashion & their production?
All Stella McCartney stores, offices and studios in the UK are powered by wind energy and abroad they use renewable energy.
Also they use as much organic cotton as possible and continue to research to find new raw materials and ecological processes.

6. How do they address sustainability?
Stella from a young age has been bought up to look after the environment, this has heavily influenced her use of faux leathers.
She is always trying to find new innovative ways to stay sustainable from simple aspects of store practices to product manufacturing.
She ensures that all of her designs are meant to last.
She works by creating garments that aren’t going to get burnt, nor landfills or going to damage the environment.

7. Kering & Stella
100% of hazardous chemicals will be phased out and eliminated from our production by 2020.
100% of paper and packaging will be sourced from certified sustainability managed forests with a minimum of 50% recycled content.
25% reduction in our carbon emissions, waste and water uses resulting in production of our products and services.