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1. small vintage businesses
2. charities
3. BLM movement
4. Mental Health
5. Women's Health
6. Tourism industry
7. Sport
8. Nutrition
9. Video Games
10. Film industry
11. Australian music artists
12. clothing brands
13. real estate companies
14. interior designers
15. cars
16. podcasts
17. home decor
18. RSPCA
19. thrift shopping
20. Guide dogs
21. abortion in australia vs worldwide
22. ethical adoption of animals
23. arts industry
24. DrinkWise
25. road safety
26. butterfly.org.au
27. ethical fashion / fast fashion industry
28. eating disorders
29. World Vision
30. Ronald Mcdonald House
31. Camp Quality
32. Heart Kids
33. little heros foundations
34. royal society for the blind
45. National cancer foundation
36. Foodbank
37. Leukaemia foundation
38. books
39. makeup
40. wooden toys
41. retail industry
42. dental care
43. sex education
44. environment
45. health care
46. youth sport
47. disability support services
48. criminal justice system
49. real estate market
50. Australian music indsutry
51. Robots
52. Planets
53. Space travel
54. cruiseships
55. Diets - lite & easy, paleo
56. entertainment subscriptions: eg. Foxtel, Netflix, Stan
57. computer technology
58. hand hygiene
59. dog training
60. social justice
61. stadium development
62. backyard breeders
63. climate change
64. mobile phones
65. littering and pollution
66. construction industry
67. childhood education
68. scientific research
69. travel industry
70. COVID19
71. apprenticeships / trainee ships
72. benefits of plants in homes
73. benefits of pets
74. marriage
75. childbirth
76. music subscription services
77. phone apps
78. records / vinyls
79. trading cards
80. animal hygiene

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Initial thoughts: i am eager to create a promotional video as it is something i enjoy doing in my spare time. i have had a few ideas of things i would like to promote, these include; a small business. or any of my interests such as vintage clothing. i am keen to get into the creative journal and promotional video process!

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Week 2 article summary & reference task 

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Week 2 article summary & reference task 

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https://ehjournal.biomedcentral.com/articles/10.1186/s12940-018-0433-7

This article devours the negative impact that the fast fashion industry has at each step of its production and what this is doing to our environment. It explains the appeal of fast fashion,  the role the industry plays, policymakers, consumers, and scientists in working towards sustainable  and ethical production and consumption of the fashion industry.
This article directly relates to my project as it involves the fast fashion industry and gives examples of each role played in the process and i believe it will be extremely useful.

Bick, R., Halsey, E. and Ekenga, C., 2018. The global environmental injustice of fast fashion. Environmental Health, 17(1).https://doi.org/10.1186/s12940-018-0433-7

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- Wear clothes that MATTER. Wear Ethical Fashion.
- fast fashion isn't free, someone, somewhere is paying.
- change the world one item at at time, wear ethical clothing. wear clothes that matter.
- the first step to slow fashion is asking WHY before you BUY.
- Ethical fashion is the recognition that there are human beings behind the clothes that we wear.
- don't let fashion go to waste.
- do something GREEN.
- no space for waste.
- do you know WHO made YOUR clothes?
- don't add to the pile.
- fashion shouldn't cost the earth.
- re-use, reduce, recycle.
- buy less, choose well, make it last.
- waste isn't waste until we waste it.
- what you do makes a difference, and you have to decide what kind of difference you want to make.

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Which fonts best represent these emotions? Why?

A bold, easy to read font that flows well and catches the audiences' eye would best suit this topic. An 'old school' style Serif font would be favourable. Some options of fonts i may use include; Perpetua, Cambria and Didot. Another option is for a more easy to read sans serif font is Century Gothic as its an easy to read all time favourite.

UPPERCASE or lowercase?
When a word is written in uppercase it offers a distinctive exterior shape, improving reading, efficiency and understanding. Furthermore, adding space between the uppercase letters allows the eye to interpret the letters individually by giving the specific shapes enough space to be recognised (Samara 2004, p.25).

Text weight
The weight or posture is used to enhance the 'voice' of the text (similar to emphasis in oral communication to convey subtle shades of meaning).a word phrase set in heavier weight from surrounding text is  interpreted as being louder, more aggressive or of greater importance (Samara 2004, p.25).

Kerning: the adjustment of the space between individual characters. This is needed because letters take up different amounts of space. Kerning can give narrow letters such as ‘i’ more space for a more consistent feel.

Leading: refers to the line space between rows of type and can be adjusted to group words together to show a relationship between the two.

Tracking: the overall spacing between all the characters and adds to the overall legibility of a word.

MY CHOICES
I will be incorporating bold and UPPERCASE into my video as i would like my message to be conveyed as important, and also make sure it is easy to understand and efficient.

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Below is the colour theme i have chosen + basic white (#FFFFFF) and black (#000000).
i have considered whether or not my theme is colour blind safe, as shown below (bottom 3) this is how it would look for people with Deuteranopia, Protanopia & Tritanopia. the colour scheme i have chsoen is based roughly off a Triad.. the base 3 colours i have used are red, yellow and green (hexadecimal values in image below). yellow for optimism, green for health, nature and and growth, and red for youthfulness.

How does your target audience feel about your product before they’ve seen your video?
Initially, the target audience (like myself before i was educated on this topic), will be uneducated and therefore will be totally unaware of the implications of fast fashion.

How do you want them to feel after they’ve seen your video?My aim is to make the audience feel realisation, panic to make a change and intrigued on the topic.

What tone/s or emotion/s will you need to convey to convince your audience of your promotional message?
i want my audience to feel empowered to make a change.

Which colours best represent these emotions? Why?
Referencing the colour emotion guide, i wanted to incorporate the colour green into my colour scheme as it is known to be peaceful and represent growth & health which is extremely relevant to the ethical fashion industry. It is also the universal colour for recycling which is also extremely relevant.

One problem i have encountered is that majority of green shades are not colour blind friendly and do not pass contrast tests. Controversially, i will still be using these colours as they still pass 4/5 of the colour contrast checker.

initial colour palette below;

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robuart (n.d.). Green Recycle Symbol vector image. Available at: https://www.vectorstock.com/royalty-free-vector/green-recycle-symbol-vector-11234268.

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reflection: the mind map i have created below is a collection of my thoughts and ideas. This will give me an idea of what my video can be based on and what topics or whats i can use to enforce my message. I particularly want to focus on current trends and how young-middle aged females can achieve these with the various options i have brainstormed.

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Who does this product involve or affect?
This issue involves a whole range of people and companies as its a chain effect.
gender: all
age: all
professional status: all

Who is my target audience?
My target audience is the general public. The vast majority  of adults and young children Re very uneducated on the topic of ethical fashion and the fast fashion industry. I aim to show fast fashions impact on the world in a different light and show different perspectives on why. although i believe the entire general public would be targeted to this topic but specifically i would like to target young-middle aged women.

How do these people feel and why is it a problem for them?
Many of my target audience aren't necessarily worried or find this topic an issue currently. my aim is to bring this topic to their attention for the sake of their future, their children and grandchildren's future and the planets future. i chose young to middle aged women specifically as i believe they are most susceptible in general to the influence of the fast fashion world.

Who/what do I need to consult with during my research?
Peers. ethical fashion companies, fast fashion companies.

How will I capture their attention and convince them of my message?
I plan to use simple slogans/phrases, bold fonts. Iconic and trendy colours that i know the audience will be drawn to. This includes the iconic recycle symbol but variations of colours to make it more on trend.

In one sentence summarise the message of your promotion. -> see 'slogan ideas' to see my research process.

"You can change the world one fashion item at at time, wear ethical clothes. Wear clothes that matter."

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During week 2 I made my decision to promote Ethical Fashion. I had original ideas of promoting a vintage clothing business but discovered a way to broaden this topic while still incorporating my interests of this. I expanded my mind map and begun to narrow down what specifically i might like to promote within this topic. This then helped me when creating my slogan as i knew what information i wanted it to include and who i needed to target.

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So far, i have enjoyed week 3 the most and I have felt like i am finally getting my head around each concept. This week with the introduction of  colours, fonts and photoshop it has really made me excited for what the final product will look like as i can visualise it more now.

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Initial colour palette
#C498B6A
#9C5642
#C7A745
#9DAAA2
#5D7D75

Final colour palette:
#E1AD01
#53BD9A
#119475
#AA001E
#D4062A
i decided to change to a more vibrant (but similar toned) colour palette. this still follows the yellow, green and red i initially picked but rather than muted they are more vibrant which i believe will draw my audience in more.

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very rough idea of the fonts, and colours of fonts i'd like to use.

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A.K.A mood / emotion of promotional video.
What do i want to make the audience feel?
I want to make my audience feel guilty for taking part in the fast fashion industry. In turn, I want to make them feel the need to make a change and to see the benefits of buying ethical - such as longer lasting items and price benefits.

What elements can be included in video to make them feel this?
Hook - In the beginning of the video I want to ask the audience a question to get them hooked and keep them intrigued. This is something I am still working on which i will update later in the video process.
Delivery - In this portion of the video, this is where the treatment will come into play. and the 4 different scenarios will play out and then come together in a split screen comparison
Call to action - The final screen of my video will be a call to action with my chosen slogan. Which will leave the audience feeling as though as an individual they are able to make a change even if it is just a small step towards a larger issue.
On top of this, I will use the colour emotion guide to help keep the audience intrigued, keeping consistent colours and themes throughout the video and using quite blunt but persuasive text.

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This week my creative journal has finally come together as a whole. I have conducted the bulk of my research this week as well as the html and website side of this assessment. So far, the hardest part of this task has been the html coding as it is not something i am used to unlike the design fonts/colours side of things. Although, i can see myself learning fast. The further i conduct my research, the more it actually makes me want to convert my wardrobe and get rid of my fast fashion items.

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Since this is quite a large topic, I wanted to spilt me research process into some subheadings. The subheadings I've chosen are;

The Fast Fashion industry
- What does the fast fashion industry involve?

What are my ethical clothing options? How can I make more ethical choices?
- fair trade clothing options
- borrowing
- clothes swaps
- thrift / opportunity stores
- buy second hand through social platforms: marketplace, facebook groups, gumtree, ebay, depop
- hiring for occasions

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SUMMARY 2 - An Analysis of the Fast Fashion Industry 

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SUMMARY 2 - An Analysis of the Fast Fashion Industry 

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The defining feature of the fast fashion industry is that it doesn't have a certain look - it feeds off existing trends and is endlessly changing. It is a retail method that consistently puts out new stock that is priced much lower than that of the designer brand. There is a supply chain within this industry and takes time for the whole process to occur which can be a huge problem in the fast fashion industry.
"Zara can design, produce, and deliver a new garment in two weeks; Forever 21 six weeks, and H&M eight weeks"
Consumers will shop at the store that gives them the quickest and cheapest product  hence why forever 21, H&M and shops like this are so popular and in high demand these days.

REFERENCE
Linden, A. and Radner (2016). An Analysis of the Fast Fashion Industry. BARD, [online] 30. Available at: https://digitalcommons.bard.edu/cgi/viewcontent.cgi?article=1033&context=senproj_f2016.

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Fast Fashion is the low-cost clothing collections that mimic current luxury fashion trends. As unsustainable as it is, fast fashion helps to fulfil  the luxury fashion desires for young consumers or people on a budget.
Sustainability - an activity that can be continued indefinitely without causing harm. meeting a current generations needs without compromising those of future generations.
Seidman states “Sustainability is about much more than our relationship with the environment; it’s about our relationship with ourselves, our communities, and our institutions.”
one of the main values of ethical fashion is sustainability. Some essential principles for a companies sustainable policy should include;  “Respect for people (at all levels of the organisation), the community, and its supply chain; respect for the planet, recognising that resources are finite; and generating profits that arise from adhering to these principles.”
fast fashion is a fast-response system that encourages disposability. A high turn-over industry with low cost clothing collections based on on trend and high-cost luxury fashion.
Lower manurfacturing and labour costs mean lower costs overall = equalling lower prices and higher volume.
A lot of the time fast fashion items don't last past 10 washes due to the cheaper quality manufacturing.
Is Eco Fashion a viable option?
"Aesthetics is crucial to the appeal of eco-fashion" (Joy et al., 2012, p.285)

REFERENCE
Joy, A., Sherry, J.F., Venkatesh, A., Wang, J. and Chan, R. (2012). Fast Fashion, Sustainability, and the Ethical Appeal of Luxury Brands. Fashion Theory, 16(3), pp.273–295.

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SUMMARY 3 - The Sustainable Future of the Modern Fashion Industry 

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SUMMARY 3 - The Sustainable Future of the Modern Fashion Industry 

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The idea that clothing would maintain "ecological, social, and cultural diversity” and encourage “innovative business models”
This article explores what sustainability is, how to differentiate and define sustainable fashion, the goals, steps and consumer so such, and much more.

REFERENCE
Kutsenkova, Z. (2017). Dominican Scholar "The Sustainable Future of the Modern Fashion Industry." Honors Theses and Capstone Projects. 21. [online]

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This week was so far the most challenging in regards to time. With another assignment due  as well as this one, and another the following week. i found this assignment in particular quite time consuming as it involves a lot of thought. I also drafted my treatment this week and although I know this needs some more work I am happy with how its looking.

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SUMMARY 1 - Why is fast fashion unsustainable?

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SUMMARY 1 - Why is fast fashion unsustainable?

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Fast Fashion is the low-cost clothing collections that mimic current luxury fashion trends. As unsustainable as it is, fast fashion helps to fulfil the luxury fashion desires for young consumers or people on a budget.
Sustainability - an
activity that can be continued indefinitely without causing harm. meeting a current
generation needs without compromising those of future generations.
Seidman states
“Sustainability is about much more than our relationship with the environment;
it’s about our relationship with ourselves, our communities, and our
institutions.”
one of the main
values of ethical fashion is sustainability. Some essential principles for a company’s
sustainable policy should include;  “Respect for people (at all levels of
the organisation), the community, and its supply chain; respect for the planet,
recognising that resources are finite; and generating profits that arise from
adhering to these principles.”
fast fashion is a
fast-response system that encourages disposability. A high turn-over industry
with low cost clothing collections based on on trend and high-cost luxury
fashion.
Lower manufacturing
and labour costs mean lower costs overall = equaling lower prices and higher
volume.
A lot of the time
fast fashion items don't last past 10 washes due to the cheaper quality
manufacturing.
Is Eco
Fashion a viable option? "Aesthetics is crucial to the appeal of eco-fashion" (Joy et al., 2012, p.285)

REFERENCE
Joy, A., Sherry,
J.F., Venkatesh, A., Wang, J. and Chan, R. (2012). Fast Fashion, Sustainability, and the Ethical Appeal of Luxury Brands. Fashion
Theory, 16(3), pp.273–295.

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We see a pair of teenage girls picking through the racks of a fast fashion brand “example”. One of the girls picks up an item and states that she just saw the exact same piece in the Chanel Fashion Show a week ago. The second girl then exclaims how cheap this item is compared to that of a Chanel item. Her body language and facial expressions make it look as though she will purchase it.

We see a mum and her young son are shopping in another fast fashion chain “Kmart”. The mother is looking at a skirt she had seen online from an ethical company, she then glances up and sees an almost identical skirt and raises her eyebrows in excitement and grabs it off the rack to inspect it further.

We see a lady in her mid-20s scrolling on her laptop, she clicks on the item that interests her, browses through the photos and selects her size and colour and adds the item to her already full cart on H&M with a smile on her face.

We see a girl and her mum in the op shop, trying on a couple of items in the change room exclaiming at the quality for the price. She states that it looked like it had barely been worn.

We then see the first 3 people concurrently putting the item back on the rack and walking away, feeling the quality and holding it to the light showing it is see-through, deleting it from their online cart and shutting their laptop, all shaking their heads. We then concurrently see the mother and daughter in the op shop checking out with their bag of items and the very low total.

Finally we see just the mother and daughter walking out of the op shop.

We see a black background and the words “change the world one item at a time, wear ethical clothing. wear clothes that matter.” in bold and with a recycling symbol underneath.

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This article provided me with sustainable fashion terms and definitions of all things to do with sustainable fashion. As there is no industry-wide definition of these terms, so this article has broken down the language used to inform consumers. A link is also provided for brands that follow these definitions. Terms include; fast fashion, slow fashion, sustainable fashion, ethical, organic, fair-trade, living wage, cruelty-free, compliance, transparency, tier 1 factories, traceability, circularity, social responsibility and greenwashing.

REFERENCE

Veridiano, R. and Barenblat, A. (2018). Your Sustainable Fashion Glossary. [online] Remake. Available at: https://remake.world/stories/news/your-sustainable-fashion-glossary/.

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Joy, A., Sherry, J.F., Venkatesh, A., Wang, J. and Chan, R. (2012). Fast Fashion, Sustainability, and the Ethical Appeal of Luxury Brands. Fashion Theory, 16(3), pp.273–295.

Kutsenkova, Z. (2017). Dominican Scholar "The Sustainable Future of the Modern Fashion Industry." Honors Theses and Capstone Projects. 21. [online]

Linden, A. and Radner (2016). An Analysis of the Fast Fashion Industry. BARD, [online] 30. Available at: https://digitalcommons.bard.edu/cgi/viewcontent.cgi?article=1033&context=senproj_f2016.

Samara, T. (2004). Typography fundamentals. Typography workbook: a real-world guide to using type in graphic design (pp. 10–109). Gloucester, Massachusetts: Rockport Publishers. Retrieved from https://ebookcentral.proquest.com/lib/UNISA/reader.action?ppg=10&docID=3399889&tm=1513811550763

ISBN: 9781616735890

SLO active (2019). Slow Fashion - A Guide To Sustainable & Ethical Fashion. [online] SLO active. Available at: https://sloactive.com/slow-fashion-guide/.

Stanton, A. (2018). The Good Trade. [online] The Good Trade. Available at: https://www.thegoodtrade.com/features/what-is-fast-fashion.

Veridiano, R. and Barenblat, A. (2018). Your Sustainable Fashion Glossary. [online] Remake. Available at: https://remake.world/stories/news/your-sustainable-fashion-glossary/.

www.ethical.org.au. (n.d.). Clothing: alternatives | Shop Ethical! [online] Available at: https://www.ethical.org.au/3.4.2/get-informed/clothing/clothing-alternatives/ [Accessed 26 Jul. 2020]
https://goodonyou.eco/best-fair-trade-brands/

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SUMMARY 5 -  what is fast fashion, anyway?

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SUMMARY 5 -  what is fast fashion, anyway?

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We must understand the capacity and definition of fast fashion in order to move into a more sustainable industry. They provided 3 definitions curated from 3 sources, I have combined them to make my own; “fast fashion is the approach to the design, creation and marketing of on trend clothing that is cheap and on demand that samples ideas from the catwalk and celebrity culture.”

In previous years, the fashion industry ran on 4 seasons a year – autumn (fall), winter, spring and summer. Designers would work for months in advance to predict trends. Nowadays, fast fashion brands produce about 52 “micro-seasons” a year, meaning a new collection almost every week. Each garment is made as easy as ‘easy come, easy go’ as possible. The fast fashion companies like H&M and Zara are able to earn millions while selling pieces so cheaply because of the huge number of items they sell daily discounting any cost or markup involved. These fast fashion companies and the trend replication use toxic chemicals, dangerous dyes, and synthetic fabrics which seep into water supplies in the countries that the clothing is made. Each year in the US alone roughly 11 million tons of garments in the US alone. The carbon footprint of fast fashion is giving industries like air travel and oil a run for their money. Not only does this affect our earth, it affects the humans that wear and make them. Some have dangerous amounts of lead in them which in-turn, can increase people’s fertility, heart attacks and more. A garment workers health can be compromised by the long hours, lack of resources, exposure to harmful chemicals and often physical abusing situations.

REFERENCE

Stanton, A. (2018). The Good Trade. [online] The Good Trade. Available at: https://www.thegoodtrade.com/features/what-is-fast-fashion.

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SUMMARY 6 - ethical clothing alternatives 

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SUMMARY 6 - ethical clothing alternatives 

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This website displays a chart of ethical fashion companies and what particular features they display, whether this be; fair-trade transparency, organic, Australian made. Alternative fibres, second hand, vegan or ethical clothing australian labels. They are both online and in store. This website is extremely useful in providing people who are looking to create an ethical wardrobe and transform their buying habits as it provides them with all information, they need to source the clothing items.

REFERENCE
www.ethical.org.au. (n.d.). Clothing: alternatives | Shop Ethical! [online] Available at: https://www.ethical.org.au/3.4.2/get-informed/clothing/clothing-alternatives/ [Accessed 26 Jul. 2020]

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16kg ia the average mount of clothes purchase per year in Europe and in the USA.

35% of all microplastics in the ocean come from clothes and textiles

1.7 billion tonnes of CO2 annually is emitted by the clothes and textiles industry, contributing significantly towards global heating. On top of this, excessive volumes of water, the use of pesticides and other toxic chemicals (fabric dyes), are damaging soil, biodiversity and the water sources for communities. While around 80 billion new garments are produced globally each year, currently 80% of all clothing produced eventually ends up in landfill. Slow fashion is a movement aimed to make consumers focus on improving sustainability and encouraging both retailers and consumers to take more of an ethical approach to fashion. The fast fashion industry continues to accelerate and therefore carbon footprint fast-tracks with it. Fast fashion relies on mass production to produce cheap clothing at face paced in response to the more popular trends. Because the cost is so low, consumers are tempted into buying new items with each new trend, meanwhile their old unwanted clothes are thrown away and discarded.

REFERENCE
SLO active (2019). Slow Fashion - A Guide To Sustainable & Ethical Fashion. [online] SLO active. Available at: https://sloactive.com/slow-fashion-guide/.