AN ECOMMERCE FLAGSHIP FOR A PRINCIPLED AND UNIQUE BRITISH BRAND

STELLA McCARTNEY

Few modern luxury brands have built such a clear point of view and unique positioning as Stella McCartney. Committing to sustainable design long before it was a trend, the brand has always set itself apart through both values and aesthetic, staying one step ahead of the consumer curve. We worked closely with Stella and her leadership team to ensure that this unique positioning carried through to the ecommerce flagship, balancing the multi-category brands within the company while ensuring that the same tone-of-voice and aesthetic carried throughout. Because storytelling is such a key part of the Stella brand, a lively content hub was developed while ecomms development was in partnership with Yoox-Net-a-Porter.

Updating a multi-brand portfolio for the ecommerce era

Stella McCartney has developed a powerful presence in multiple categories - from kids to sportswear - so it was essential that we carried this through to the online offer. By working closely with the team, we ensured unity was achieved through everything from bespoke typographic work to a new information hierarchy.

Stella-McCartney-Overview-1

Product pages that reduce friction and increase conversion

Although the storytelling hub is an essential part of the Stella digital brand, this could not be at the expense of a smooth path-to-purchase. We used simple product filters and intuitive page interactions to make light work of navigating large collections of products.

A storytelling hub that creates deeper engagement and conversion

Because the Stella brand is so strongly based on sustainability, ethics and material innovation, a lively editorial area was a must. In Stella’s World, we created a multilayered hub that allowed consumers to explore the brand mission and values in detail through lively stories.