Statement of Intent

VOGUE BY RUE 

For my fair trade company 'Vogue by Rue', I intend to create a marketing campaign which shows the ideologies of fair trade. I have decided to add flowers as the main representation of my brand, this is to show the fair trade, natural and ethical side of my company.

Behind all the flowers that will be used, are flowers that are made in Tanzania, Ethiopia, Sri Lanka, Ecuador, Uganda and Kenya, which i will purchase from shops that work with fair trade. The flowers that i will purchase are Alstroemerias, spray roses and normal roses. I will be using them not only to advertise the clothing that will be worn by the models, but also the flowers themselves. For my two main shots, I will have one of my models standing in front of a flower bush. For my other shot, my other models will be standing in a garden centre, with the flowers that i will purchase, placed around them, on the floor.
  
I chose the name 'Vogue' because of the magazine, which features things about fashion, beauty, culture and lifestyle. Also 'Vogue' is the place that everyone wants to be if they want to be in the world of fashion. For the photo shoots, I will have three models for my brand, two girls and a boy. Half of the shots will show the natural elements of the brand. Then the rest of the shots will focus more on the clothing, that the models are wearing. The clothes that will be worn will be high end brands, such Adidas, Nike, Puma, Calvin Klein, Supreme, etc. Also the target audience will be able to purchase the clothes from high end clothing shops, such as, Urban Outfitters, Topshop, Zara, Selfridges & Co, etc. 


My target audience will start from the age of 16 years old to the age of 25. To show this, I will use fashionable models who will appeal to the target audience. My target audience should be aware of fair trade before purchasing the products, and they should want to help the fair trade community. 

                   

Pre-production Research

MARKETING FASHION



H&M  promote their products by standing out from other high street fashion brands. In the video above they are encouraging their audience to recycle their clothes, so they can be reused or recycled through H&M's garment collecting initiative. H&M are trying to make a difference in the fashion industry by making it fun, by making fabric fibers out of the recycled clothing. 

Social media is also a big influence of how H&M and other high street fashion brands promote their products. The more followers they get the more people that see and purchase their products. 

Topshop gains genuine endorsements with the press due to their continuous drive to set high goals for themselves and constant innovation. The main focus of their marketing campaigns is making them bold,  an example being Vogue Catwalk Guide. The campaigns Topshop produce, for example including Cara Delevingne comply with their cool, quirky image as she is a vibrant, unique character herself. 













URBAN OUTFITTERS 

Fairtrade Research

Fairtrade is a simple way to make a difference to the lives of the people who grow the things we love. They do this by changing the way trade works through better prices, decent working conditions and fair deal for farmers and workers in developing countries. 


These are some of the products that Fairtrade produces:
Chocolate-  Fairtrade helps to make cocoa farming in places like Ivory Coast and Ghana more sustainable by guaranteeing minimum prices and providing a premium to invest in local communities, so farmers can provide a better future for themselves and their families.

• Cadbury- Cadbury Dairy Milk has been Fairtrade since 2009 and was the first mainstream chocolate brand to become Fairtrade certified.
• M&S- M&S offer 8 different flavours of Fairtrade chocolate bars which are available in store and as part of their online gift offer. 
• Sainsbury's-  100% of Sainsbury's Taste the Difference single origin white, dark and milk chocolate are Fairtrade. 

Bananas- bananas are grown both on small family farms and much large commercial plantations. The banana industry provides employment for thousands of people in Latin America, the Caribbean, Southeast Asia, and West Africa. It generates vital foreign exchange earnings that governments depend on to improve health, education, infrastructure and other social services. 

• The Co-operative- the first UK supermarket to sell Fairtrade bananas and first to sell it in all stores. Today all their bananas are Fairtrade. 
• Waitrose- waitrose is the first retailer to sell 100% Fairtrade bananas. 
• Sainsbury's- Sainsbury's was the first major UK supermarket to convert its bananas to 100%  Fairtrade in 2007. 

Fairtrade campaign to raise awareness of the needs of producers in developing countries, convince people of the good reasons to buy Fairtrade products and to persuade policymakers to change the fundamentally unfair trade system.