Statement of Intent

Statement of Intent

How do you intend to use the four areas of the media theoretical framework to communicate meaning and meet the requirements of your chosen brief? 

Firstly, I intend to create a direct link with my fashion brand and fair trade, I will do this through the mise-en-scene as the shoot will take place outdoors in a natural environment such as a field  which will include natural lighting, implicating that the company is fair trade and uses natural sources. To meet the requirement regulations, the clothing worn by the model will be unbranded so that other brands are not advertised and the image remains solely on the company of fair trade fashion (Cottee). My logo will be placed in the corner but big enough to stand out as the mise-en-scene needs to be light enough so that the logo contrasts with it so it stands out more. 

My target audience will be female teens/young adults (ages 14-28) in the demographic category AB who are into casual comfortable fashion. The models will not be posed provocatively as the Avertising Standards Authority forbids sexualisation of under 18s as my model will be under 18 to represent the brand and clothing as hip and youthful. My target audience sould be familiar to more costly brands such as Topshop and Zara so are more willing to spend extra on the product due to it having more expense and value due to the fair trade make and quality which benefits cotton farmers and the environment. 
The fair trade element should be presented prominently within the product as well as portraying the audience needs shown through the clothing types. 

The logo will also help to reinforce the fair trade cotton that the clothes are made from; this is because the logo 'Cottee' will hopefully be recognised due to the name being a mix of 'cotton' and 'tee' (as in shirt) which relates to the materials used within the clothing. The logo reinforces this even further through the image of a cotton bud conjoining the t's together, signifying the universality of the product, joined together with fair trade for quality, natural, thoughtfully made clothing.

The media industries will influence how the company gets from people to people which can be done through billboard advertisements, leaflets, posters etc. These posters shall be placed in areas where there will be a lot of public sighting, so would therefore benefit being debuted in towns and cities where many people are subjected to advertisement influence therefore intrigue customers who are interested and persuade others to buy with subliminal messaging. The cotton is produced by farmers and workers in places such as India, Peru, Mali and Brazil then is collected and sent to factories where there is equal pay and exceptional working conditions so that workers earn a better income to spend on creating better and healthier living conditions for those in that area.

Marketing Research: Company Logo and Poster Ideas Pitch

Fairtrade fashion logo

Original idea:

Digital outcome:

Logo Idea: 

I have chosen to create this logo as I have mixed the words 'cotton' and 'tee' in tee shirt to make it simple and original. I have also included a cotton bud which is shaped with the joining of the t's to also emphasise and signify the importance of the fairtrade in my product. The word 'tee' highlights the idea of fairtrade and clothing in unity within the company and gives an insight into the natural resource of cotton used within Cottee branded tee shirts.

Font used: 

Script MT Bold in Photoshop

Slogan: 

Organic fashion fairtrade, unique and ethically made

Poster Idea Examples:

Ethics within fashion

TOMS

The brand of TOMS has footwear designed and made specifically to provide ethical vegan shoes that save the environment.

TOMS was founded by Blake Mycoskie in 2006 following a trip to Argentina. During his visit, Mycoskie saw firsthand how people living in impoverished areas of Argentina had to live without shoes, a challenge that many of us likely give little thought. Inspired by his trip, Mycoskie decided to establish his company with giving in mind.

Since 2006, TOMS’ footwear business has donated more than 60 million pairs of shoes to children in need all over the world. The company's eyewear division has given more than 400,000 pairs of glasses to visually impaired people who can't access eye care. TOMS’ mission is so central to the company’s branding, it’s given almost equal emphasis on its website as the products it sells. In fact, it’s almost impossible to navigate through TOMS’ site without seeing further examples of how TOMS helps people around the world. It tries to benefit as many aspects of the environment and people in third-world countries. 

Everlane

All Everlane clothing is tracked while in the making and shows each individual step taken to creating these clothes and how they are work-safe and environmentally friendly with no workers being subdued to labour or underpayment.

Founded in 2010 by Michael Preysman, Everlane is boldly committed to ethical manufacturing. All of Everlane’s garments are made in factories that meet the most stringent quality standards – not only in terms of the clothes themselves, but also in how workers are treated. Everlane only partners with manufacturers that demonstrate a strong commitment to their workers’ welfare, a fact the company prides itself upon in its marketing material.

the company also provides customers with a detailed cost breakdown for each and every one of its stylish, minimalist garments. This includes details on the cost of materials, labor, transportation and logistics, excise taxes and duties, and even hardware such as zippers and buttons.

Fashion Conscience

They create clothes, accessories, gifts and shoes that are all safely made, eco friendly, fairtrade, sustainable, recycled, organic and vegan.

The company feels passionately about tackling the issues of textile landfill in the UK as 1 million tonnes of textiles ending up in landfill every year, so is hugely important to them to reduce this waste to keep a more eco-friendly approach.

Q&A: How do I know the designers and manufacturers are ethical? 

We work on an understanding of transparency of our designers' manufacturing process. We know that all of our designers are working to make their collections as ethical as possible, many already use internationally recognised eco, fair trade and organic fabrics and fair trade processes or are striving to get official recognition. In some cases it can take several years to get international ethical or fair trade accreditation but we recognise their actions now.

People Tree

People Tree purchases the majority of its Fair Trade products from marginalized producer groups in the developing world and guarantee most of our purchasing is committed to the World Fair Trade Organization and Fair Trade standards. Their priority is to support producer partners’ efforts towards economic independence and control over their local environment and community. They use natural resources throughout our production to promote environmentally responsible initiatives for a sustainable future.

Marketing Fashion Posters

H&M Billboard Posters:

These H&M billboard posters always contain the logo in the bottom right hand corner in the colour red which contrasts and stands out from the main image colour. In their billboard advertisement they usually have more than one model to show the different clothing range that they provide. They also include the prices on the clothing so that people are more likely to buy such clothes because it is fairly cheap and looks pretty/smart/comfortable. They also use models of famous people such as David Beckham to promote the brand so that people who look up to him and aspire to be like him would want to wear the same clothes as him. 

Topshop Billboard Posters:

Topshop/topman uses mostly the same layout of separating the female models from the males with the logo in the centre. 

New Look posters:

Others:

Eco friendly fashion

Pre Production Research Advertising (Fairtrade)

Fairtrade 

Fairtade helps to promote the work done by the lives of the people who grow the things we love to make a difference. We do this by changing the way trade works through better prices, decent working conditions and a fair deal for farmers and workers in developing countries. Companies choose to work in partnership with the organisation as it promotes that company for helping out those who aren't recognised but play a big part in the production. Therefore people are more likely to buy the product because it helps those in other countries who produce the goods.

Here fairtrade uses intertextuality through a reference to Nike with the phase 'Just Do It' to signify that fairtrade banana's are just as important in sport as Nike products are due to the vitamins and nutrients which banana's contain as a healthy source of energy. The replacement of 'Just Do It' with 'Just Do Eat' influences those who see it to become intrigued due to it being an order so people question 'why should I' and read up on the product so that more people become aware of fairtrade. How the banana is placed here also represents the logo of Nike which is a tick reinforcing the intertextuality so people recognise it and want to purchase products with the fairtrade logo.

In this advertisement, Cadbury is the main brand using fairtrade, showing how the company helps to influence the supply of cocoa sold from Ghana, helping provide those farmers and workers with  happier paid lives and producing more cocoa used to make chocolate. This partnership benefits both Cadbury's and the producers of cocoa as they both get more credit which overall helps promote both brands.

This advertisement for KitKat shows the influence on farmers due to the advertisement of fair trade through it's very own Nestle Cocoa Plan which has helped introduce the fair trade logo onto its brand of two and four finger KitKat bars. It states in the flow diagram that in 2013 over 1 billion KitKat's will have the fair trade logo so it spreads and helps become well known, therefore benefits the farmers in other counties with a better living. The plan also gave 62,000 new cocoa trees to the Kavokiva co-operative as well as being given £1.6 million in fairtrade premiums paid to 2,500 farmers in the Ivory Coast.

This Starbucks advertisement shows that Starbucks has now been certified for fairtrade to be advertised within it's brand which therefore, makes it seem like a more trustworthy company as they are helping to benefit those in other countries who grow and sell coffee beans; to provide them with more recognition alongside the brand. It states that now 100% of the espresso beans that they use are fairtrade certified which means that by customers purchasing a Starbucks, they will benefit the producers of the coffee. That way the farmers get recognition and Starbucks receives more income.

This advertisement for Ben & Jerry's shows an artistically creative insight to the cause of co-operating with the fairtrade brand as it uses the inside of the ice cream tub to portray how the cocoa used in the ice cream produced. The fine print states that Ben & Jerry's now use fairtrade which is helping those in the Dominican Republic, ensuring farmers a fair wage to help their families, community and environment. It uses certified cocoa and vanilla in its products  to create 'the best possible ice cream in the best way possible'.