Jul 29

Stella McCartney Expands Online Empire Across Europe

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Stella McCartney has announced the expansion of her ecommerce business to 28 additional European countries.

Already well established in the US and UK, the designer will now aim to attract computer-savvy customers in fashion-conscious France and Italy, along with Ireland, Germany, Austria, Belgium, Luxembourg, the Netherlands, Switzerland, SpainĀ and Portugal. She also has Scandinavia firmly in her sights, targeting Denmark, Finland, Norway and Sweden, while Greece, Cyprus and Malta will allow the designer to show off her outfits for warmer climes. Meanwhile, moving east, Bulgaria, Estonia, Latvia, Lithuania, Poland, Czech Republic, Romania, Slovakia, Slovenia and Hungary will also welcome her.

The website on http://www.stellamccartney.com is now previewing the new Winter 2011 Stella McCartney ad campaign shot by Mert Alas and Marcus Piggott featuring Natalia Vodianova. Also available to download is the second issue of the Stella McCartney iPad App on iTunes.

The online shop, which recently re-launched in the US and the UK last Autumn, aims to enhance the digital retail experience with improved customer interaction and special retail functions such as “Reserve in store,” which enables the user to reserve an item online and pick up at a store location of their choice. All online orders are beautifully gift packaged for the shopper’s convenience, and free standard shipping and returns are offered to all customers. Additionally, the in-store “Private Wardrobing” service, a personalised concierge style in store service, is available to book online.

The new App features an edition of Stella’s World where customers can browse through news, photos and videos about the brand, along with a gallery of images from the recently launched “Linda McCartney, a life in Photographs” book by Taschen personally selected by Stella. The app also offers a behind the scenes documentary of British Olympiads from the latest Team GB ad campaign shot by Jacob Sutton, a first glimpse backstage at the Winter 2011 show in Paris, a sneak preview of the Spring 2012 collection presented in New York this summer, a making of video of this year’s MET Gala dresses and new playful interactive functions.

Shopping on http://www.stellamcartney.com is now available in 30 countries worldwide. The browsing experience of the website will be compatible on the iPad App and for the first time shoppable in September.

Stella McCartney launched her eponymous fashion label in 2001 in a joint venture with Gucci Group. A lifelong vegetarian, Stella McCartney does not use any leather or fur in her designs. The brand’s luxury women’s ready-to-wear, accessories, lingerie, beauty and performance range with adidas are available through 15 freestanding stores including London, NY, Los Angeles, Tokyo, Hong Kong, Paris, Milan and the soon to open location in Rome, as well around 600 wholesale accounts in key cities worldwide.