Stella Mccartney Is The Promoter Of Fashion Industry.

A quiet street hidden in a quiet street in London London, West London, is for the 2015 autumn winter shoe series. Stella McCartney and her team are comparing genuine leather shoes with other material shoes.

Stella is wearing a cream coloured necktie shirt, with faded blue jeans and a pair of boots made of non leather material.

There are some classified labels on the wall, which include "high heels", "Muller shoes" (Mules) and "Cutouts".

On a large table, shoes, shoes, and vamp were scattered, mixed with scissors, ID cards, empty glasses, and half eaten organic black chocolate.

Women of different ages, races and bodies come in and out, bringing in new ideas and creative materials. Stella is more of a "real time" editorial role, deciding what colors, materials and shapes the product needs to make sense of what is coming.

An assistant is busy recording the words of Stella and capturing everything with her digital camera.

"These shoes are not leather, but they are two kinds of leather and leather."

Stella said that he would touch one of the shoes lightly and put them on his feet.

"This material is very difficult to match, but I am glad to find that it is suitable for matching pants, so it is very suitable for autumn and winter series."

When she spoke, she used the "Stella McCartney code". The outsider was puzzled, but her team seemed to have no obstacles to understand.

They continue to argue about the shape of the toes, the size of their heels, and whether a shoe type is suitable for a perfect day or night.

But soon, the topic center was pferred to the material.

According to the value concept of the brand, Stella McCartney will not use any animal products - no tanned leather, no animal skins, no fur and no animal feathers.

At this point, Stella turned around and looked at me.

"We have never stopped discussing these non leather materials. We should be the most conscientious and loving companies in the fashion industry," she said in a joking way. "But at this stage, I have to apologize to my designers and creative teams, because insisting on prohibiting the use of leather brings them many limitations."

"The texture of this fabric is the same as that of genuine leather."

Someone in the team looked at the new sample fabric that a junior designer came in.

Until now, the Stella McCartney brand has been established for nearly 15 years, and the leather materials that are suitable for high-end fashion accessories in the market are still very limited.

"The material problem is really hard to solve."

After the design meeting was over, Stella said in her office.

"There is no doubt that leather is excellent material.

Wearing comfortable, with physical activity, convenient washing, is the real material.

The big problem we face is that what we design not only attracts people, but also presents them in an unconventional way.

Ourselves

We will do research and development - we will not use PVC. "

Founded in 2001, it is a joint venture with Kering group, known as the French Open Cloud enterprise group (Kering). Its predecessors were PPR and earlier Gucci group.

Although Kai Yun group does not disclose Stella McCartney's revenue and profits, the brand has recently been in the UK.

The growth momentum is good and has become a model enterprise of the group.

According to Companies House, the total income of Stella McCartney ltd (including two direct stores) increased by 60% to 28 million 400 thousand pounds (about 256 million yuan) from 2010 to 2013, with a profit of 3 million 400 thousand pounds (30 million yuan).

But this is only a small part of the overall business of Stella McCartney, which has 30 direct outlets, 20 authorized agents and 600 wholesale businesses in more than 70 countries around the world.

According to market sources, the annual revenue of Stella McCartney is between 150 million and 200 million dollars (13.5 yuan to 1 billion 800 million yuan), and the annual retail value of the product is even more significant through the cooperation with Procter & Gamble, the sports series and Adidas, and the Bendon Series in the underwear series.

In January of this year, Stella McCartney was honoured to be selected as the classic case course of Harvard Business School, so that the world's top business students will be able to learn the innovative operation mode of Stella McCartney.