Stella McCartney has website redesign and social network focus 

Wednesday 1 December 2010 by Craig Nicholson

In a bid to attract more people to her growing line of clothing and accessories, Stella McCartney has marked her new business' direction with a full website redesign.

The fashion designer and daughter of former Beatles and Wings star Paul McCartney has realised the full importance of internet presence through a considerable bonding process with social networking and other popular and modern approaches to the web. Perhaps most importantly is the work that the designer herself is putting into the website.

Clearly attempting to delve into website promotion with a more personal touch, the website will also look into the intimate life of the vegetarian and animal-friendly designer, who is keenly blogging her views on fashion, accessorising and other moral concerns.

The Stella's World tab on the homepage provides a wide variety of links including a Green Me section where the designer shares Daily Green Tips, environmental philosophies and answers to posed questions about the green production processes of her designs. The Charity section also directs visitors to the organisations supported by the English style icon, including PETA, Meat Free Monday, and (RED).

Other elements of the website redesign include Ms McCartney's collections, which are now divided up to include feature sections like What’s New, Private Wardrobing and Shop By Look.

Online shopping is not the only option either, as internet marketing consultants have worked to produce a system of ordering where buyers can pick up from their nearest store. Social networking platforms including Facebook and Twitter can be used to "like" items or tag favourites on the site.

For those working with the latest technology, Apple fans can also get involved with the action by downloading the Stella McCartney iPad application, which is tipped to be available in the coming days.

If British online spending is to follow that recorded in the US, Ms McCartney could be in for a bumper revenue. The first three weeks of November saw a 13 per cent boost in spending compared to the same period in 2009, according to research by comScore.

Living Streams "Improving clients' profitability through better use of the internet".