Creating a Diffusion Line For the Stella McCartney Brand Essay

Creating a Diffusion Line For the Stella McCartney Brand - Essay display caseThe paper Creating a Diffusion Line For the Stella McCartney Brand discovers the return base of the Stella McCartney grunge. Chung et al (2001) and Malhotra (1986) explain that brand personality can also be helpful in creating customer loyalty in the stark(a) domestic market, and this has been true of Stella McCartney. This is achieved through interaction with positive associations with the personalities of the consumers. Abedania (2010) states that this interaction helps a company to gain deeper intellect of the perception of consumers towards the brand. Stella McCartney has been able-bodied to tap into the value of its organized value chains to increase its profit margins, and funk its expenses like transportation. A retail twist should enable a company to reach more prat customers with the product and give an insight to their perceptions. An analysis of the companys retail organizational struct ure indicates that it serves the necessarily of the organization. The company operates 17 freestanding McCartney stores situated in Milan, New York, Los Angeles and Londons Mayfair, Manhattans Soho, capital of France Palais Royal, LAs West Hollywood, Rome and Miami. Currently, her collections are distributed in more than 50 countries through a network of 600 wholesale accounts including department stores and specialty shops. There is also an online shop for customers to purchase products online. This retail structure does not allow the company to have a total control on the delivery of its products. An overview of the supply base of the Stella McCartney brand From the above discussion, it is clear that Stella McCartney has an extensive supply chain. This supply chain serves the needs of the proposed dispersion brand and its proposed buying strategy in various ways. First, the extensive supply chain ensures that high-end designs more and substantially accessible to the public. Th e customers are to be allowed to access lowly-priced but specially designed products for a limited time. education from IBISWorld (2012) revels that offering products that are moderately priced than the original line forget ensure that the devised buying strategy captures customers from slight wealthy and younger demographics. This is a group of budget-conscious buyers and thus this strategy is important in ensure that customer demand is sustained all through the business periods, especially when the value of once-elite brands fades and they no longer mete out as they used to. There is room for improvements that will help in ensuring that the existing supply chain serves the needs, and buying strategy of the proposed diffusion brand to a better level. One of the recommendations is to enter into lower-priced designer collaborations with legion(predicate) fast selling fashion retailers. Although the products will be offered at different price ranges, this step will result to incr eased sales and thus a general increase in revenue. The company is able to interact and communicate with customers through various ways through its supply chain. For for example, it uses brochures and direct customer avail which ensures that the needs of the customers are always taken into accountability when coming up with new designs. Global diffusion strategy for taking the product forward to both the B2B and B2C consumer The companys distribution strategy for taking the product forward to both the B2B and B2C should be formulated from a multichannel perspective.