Stella Jean is a brand that emerged in Milan, Italy, in the year 2012. The brand focuses on bridging the different cultures with ethnic-inspired fashion designs. The majority of the emerging fashion brands are faced with challenges like the rapid change in consumer’s fashion interests, competition from established brands, and economic factors (Almila; Haug and Busch). Despite the unique style of merging traditional and modern prints Stella Jean design, distribution and access to the wider market proved to be a stumbling block due to the intense competition in the fashion industry. The industry is also flooded with designers and coming up with a unique idea or innovation is proving to be difficult (Kontu).
This success can also be attributed to the collaboration done with the International Trade Centre’s Ethical Fashion Initiative. Understanding the varying consumer behavior, via this collaboration, Stella Jean sourced for hand-crafted prints for the collections of spring and summer 2014. These unique and appealing prints addressing something different for consumers saw its stock of red tweed and mid-length dress at Matchesfashion.com sell out.
Stella Jean is a brand that can be emulated by stakeholders in the fashion industry by looking at how it managed to penetrate the market. Particularly for the emerging brands, to be successful, it is vital to come up with unique products that will make it stand out from the mainstream (Clark-Coolee ; Polese and Blaszczyk).
Works Cited
Almila, Anna-Mari. "Women, Fashion, and Power". Fashion Theory 19.4 (2015): 508-517. Web.
Clark-Coolee, Bronwyn. "Lee Miller In Fashion". Fashion Theory 19.4 (2015): 431-443. Web.
Haug, Anders, and Jacob Busch. "Ethical Fashion Framework". Fashion Theory (2015): 1-23. Web.
Kontu, Hanna. "Building fashion brands". GFMC 3.3 (2015): 341-346. Web.
Polese, Francesca, and Regina Blaszczyk. "The business history of fashion". Business History 54.1 (2012): 7-9. Web.
