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Background Information - The Ugly Truth of Fast Fashion

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Background Information - The Ugly Truth of Fast Fashion

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The Ugly Truth Of Fast Fashion | Patriot Act with Hasan Minhaj | Netflix

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Although I want the overarching emotive pull of my video to portray shock, I hope that the audience also feel a sense of empowerment and are compelled to make a change in their lives for the benefit of others. Hence, I have selected the colour green as my primary colour choice, as it holds direct connotations to growth and change and empowerment (Hines & Bruce 2007, p. 12). To complement the primary colour choice, I have also selected a shade of pink, which contrasts the green hue and stereotypically speaks to the femininity of my target audience, which is females of the ages 18 through 30. These two colours will be used in a variety of ways in my video and website, including the opening and closing slides of my videos, the statistical text, and the banners and design of my website.

I have also selected two fonts, which are Ogg and Cabrion. By selecting one serif font and one sans-serif font, an element of contrast is being introduced to my video and website which will help to maintain a level of visual interest (Grohmann 2016, p. 403). Although these have mostly been chosen on the basis of stylistic appeal, they are also highly readable and usable fonts in most contexts, which will be suitable for use in the promotional video. The font ‘Ogg’ will be used for statistics or statements, whereas the Cabrion text will be used for body text and social media details on my website.

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Background Information - The True Cost of Fast Fashion

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Background Information - The True Cost of Fast Fashion

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https://www.thegoodtrade.com/

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https://eartheasy.com/

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After watching an array of existing promotional videos of this nature, it became apparent to me that this message can be communicated effectively using a variety of different emotions. Depending on the angle taken, emotions used can vary anywhere from despair, shock, hope or happiness. However, as I believe one of the main causes of overconsumption in the fashion industry stems from ignorance and a lack of awareness, I will be using the emotion of 'shock' or 'surprise' in my promotion. After watching my promotional video, I hope the audience feels disgusted, upset and repulsed enough by the fast fashion industry that they are willing to change their buying habits, despite it being the more difficult route. The storyline will portray the emotion of ‘shock’ by initiating the video with a happy, soft storyline, which slowly develops to paint a picture of the shocking and honest truth of the fast fashion industry towards the end.

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Anguelov, N 2015, The dirty side of the garment industry: Fast fashion and its negative impact on environment and Society, CRC Press, Florida, United States.

Barnes, L, Lea‐Greenwood, G, Bruce, M and Daly, L 2006, 'Buyer behaviour for fast fashion,' Journal of Fashion Marketing and Management: An International Journal, vol.1, no.1, pp.43-50.

Brooks, A 2019, Clothing poverty: The hidden world of fast fashion and second-hand clothes, Zed Books Ltd, London, United Kingdom.

Everlane 2017, How We're Changing the Denim Industry, video, YouTube, 1 September, viewed 19 March, <https://www.youtube.com/watch?v=_MH9bvrWTec>.

Grohmann, B 2016, Communicating brand gender through type fonts, Journal of Marketing Communications, vol.4, no.22, pp.403-418.

Hines, T and Bruce, M 2007, Fashion marketing, Routledge Publishing, Abingdon, United Kingdom.

H&M 2017, H&M Conscious Collection, video, YouTube, 24 January, viewed 12 March, <https://www.youtube.com/watch?v=7i4JSzB8VlU>.

International Institute of Sustainable Development 2015, Who are the green consumers? BSD Global, viewed 16 August 2019, <https://www.iisd.org/business/markets/green_who.aspx>.

Magrath, V and McCormick, H 2013, 'Branding design elements of mobile fashion retail apps,' Journal of Fashion Marketing and Management: An International Journal, vol.2, no.7, pp. 9-14.

Ozdamar Ertekin, Z and Atik, D 2015, 'Sustainable markets: Motivating factors, barriers, and remedies for mobilization of slow fashion,' Journal of Macromarketing, vo.1, no.35, pp.53-69.

Pookulangara, S and Shephard, A 2013, 'Slow fashion movement: Understanding consumer perceptions—An exploratory study,' Journal of retailing and consumer services, vol.2, no.20, pp.200-206.

Portofem 2015, The 2 Euro T-Shirt: A Social Experiment, video, YouTube, 29 April, viewed 12 March, <https://www.youtube.com/watch?v=sYI1VRfOmD0>.

Rhodes, A and Zuloago, R 2003, 'A semiotic analysis of high fashion advertising,' International Journal of English and Literature, vol.1, no.1, pp.11-16.

Underhill, P 2009, Why we buy: The science of shopping--updated and revised for the Internet, the global consumer, and beyond, Simon and Schuster Publishing, New York, United States.

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1. Everlane
Everlane 2017, How We're Changing the Denim Industry, video, YouTube, 1 September, viewed 19 March, <https://www.youtube.com/watch?v=_MH9bvrWTec>.

This video is successful mainly on an entertainment basis, as it has catchy music and shows people dancing happily. Everlane has also decided to take a positive approach in this campaign as opposed to the typical negative angle that is usually used. They have done this by focusing on what they are doing right in the sustainable fashion industry, rather than what others are doing wrong.

2. The 2 Euro T-Shirt Experiment
Portofem 2015, The 2 Euro T-Shirt: A Social Experiment, video, YouTube, 29 April, viewed 12 March, <https://www.youtube.com/watch?v=sYI1VRfOmD0>.

I believe that this is one of the most successful fast fashion advertisements on the market, as it uses a storyline to portray the message, rather than facts. I enjoy how 'The Fashion Revolution' highlights the emotive pull of marketing and bargain prices, especially by showing how excited these people were to buy the t-shirt despite not needing it. This symbolises our mentality towards buying clothing in an illustrative and subtle way. I also like that it draws back to using your moral compass by donating the money instead of buying the t-shirt, because at the end of the day, buying sustainable clothing options is an issue of ethical means. And finally, I like the simple message at the end saying 'people care when they know,' because I think it ties the video message together well.

3. H&M
H&M 2017, H&M Conscious Collection, video, YouTube, 24 January, viewed 12 March, <https://www.youtube.com/watch?v=7i4JSzB8VlU>.

This advertisement has been targeted towards a younger age group, as it has a strong focus on love and self-expression. Although I enjoy the personal touch that H&M have taken, it is interesting to observe that they have purposely implemented a variety of marketing techniques which are stereotypical of fast fashion advertisements, rather than those of slow fashion. In fact, to the untrained eye, this advertisement does not even appear to be about fashion at all until towards the end of the campaign. Perhaps this is because H&M, at the core, are a large contributor to the fast fashion industry, who only sell a small range of sustainable items. However, like the Portofem video, I like how they tie the concept together at the end with a quote saying 'together we can close the loop,' which is a powerful touch which I would like to include in my video.

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The video begins with a simple, plain green screen, with the time of '7:00 am' flickering on it. Happy, upbeat music is playing in the background creating a light and airy feel to the video. The camera opens up to show a young girl around the age of 18 who is completing a variety of everyday tasks. She washes the dishes, plays with her dog, makes coffee and then heads off to work. The lighting is bright, and the girl is smiling, laughing and enjoying herself.

The music takes a dramatic turn for the worst, creating a feeling of sadness, stress, and anger to the storyline. The camera flickers to a scene of a young girl of the same age as the one earlier in the video, but instead, she is trapped in a sweatshop and is forced to work with no freedom. The lighting changes to a darker tone and the feel of the video footage is mysterious and depressing. The girl is surrounded by clothes and looks scared and hopeless.

At the end of the promotional video, the music calms, and the visuals flashback to a plain black screen. In bold writing, it states that the two girls are the same age on the same day, however, their lives are entirely different. Finally, it reiterates that our overconsumption robs garment workers of their lives.

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Attention
To make my promotional video captivating to my audience, I will use the emotion of 'shock.' To do this, I will begin the video with a happy 'day in the life' scene, which will show a young girl's life in Australia with laughter and smiling. Then, to shock my audience, I will quickly pan to footage of the same day, but instead, the life of a young girl forced into slavery and garment work for a fast-fashion company. This approach will stand out, as very few promotional videos have taken the relatable and personal angle in the past.

Interest
I will appeal to my target audience through relatability. I plan to depict this through the use of a young girl (who is of the same age as the target audience) living through a scene that would likely be seen in the first world. By making the starting storyline relatable to the audience, they will be more likely to continue watching until the end, where I will shock them with the contrasting storyline.

Desire
To make my video emotive, I will use a narrative to portray the storyline instead of facts. In the story, the young girl will be going to university, cooking breakfast and spending time with her family, which are all things we take for granted in the first world. Later in the video, it will cut to the life of a young adult who works in a sweatshop, to show a real-time comparison of what over-consumption in the first world is causing for those less fortunate. Using a narrative 'day in the life' style instead of facts will make this issue appear more shocking and real to the audience, almost as if 'it could happen to anyone.'

Action
Before watching my video, the majority of my viewers will be ignorant about fast fashion. However, after viewing my production, I hope that the audience feels compelled to change their lifestyle and consumption habits. For this reason, the message needs to be powerful enough for the audience to go beyond just thinking about the issue, to compelling them to do something about it. Towards the end, I will summarise the message with a fact and call to action card with the Fashion Revolutions information.

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Annotated Bibliography - Academic Sources

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Annotated Bibliography - Academic Sources

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Underhill, P 2009, Why we buy: The science of shopping--updated and revised for the Internet, the global consumer, and beyond, Simon and Schuster Publishing, New York, United States.

This source by Underhill provides insight into the science behind the term 'throwaway culture,' and explains why consumers purchase clothing at the immeasurable rate that they do. Underhill places a specific focus on the impacts of the online shopping world and suggests that convenience, variety and a seemingly lower price point are to blame for an uprise in consumerism in the modern world. This source has provided me with a better understanding of why my target audience is behaving this way so that I can strategically counteract this in my promo video.

Anguelov, N 2015, The dirty side of the garment industry: Fast fashion and its negative impact on environment and Society, CRC Press, Florida, United States.

Anguelov's book, 'The Dirty Side of the Garment Industry' exposes the environmental impacts of the fashion business with an uncensored approach, explaining that the fashion industry has quickly become the second-largest environmental pollutant in the world, only just trailing agriculture. He puts this down to a set of skillful marketing techniques that have been developed and employed by the fashion industry for over 40 years which seemingly glamorise overconsumption. Some of the marketing techniques he mentions include catchy music, celebrity features, slogans and the value that belongings equate to success. From this source, I have gained a greater understanding of the undisclosed grey areas in the environmental branch of fast fashion which I could apply to my video.

Ozdamar Ertekin, Z and Atik, D 2015, 'Sustainable markets: Motivating factors, barriers, and remedies for mobilization of slow fashion,' Journal of Macromarketing, vo.1, no.35, pp.53-69.

Instead of focusing on how fast fashion is damaging to modern society, this source by Ozdamar Ertekin provides an alternative perspective on the matter, focusing instead on how to mobilize the slow fashion industry. He believes that people need to be given the alternative (slow fashion) in a convenient and easy way so that it is not as much of a shock to consumers' usual routine, which would ultimately deter them altogether. This source has helped me see a different, positive perspective on this issue, which is a potential angle that I could take in my promotional video.

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This week's focus has lied on creating my website which will house my assessments. I was fairly hesitant about using HTML code as I have never attempted anything similar in the past, however, I was pleasantly surprised at how easy and fulfilling it was to see the code I was using fabricate into a functional website. So far, I have begun personalising my website by updating the text on the homepage to provide a short synopsis of my work, changed the footer text, embedded my Padlet journal and edited the browser tab titles. I have also begun researching a selection of eco-friendly websites that could potentially inspire my own website eventually. Although there are many fashion websites on the internet, the page that I found most usable and aesthetically pleasing was 'The Good Trade,' as it is simple and not predictably eco-friendly in colour and style, as they use the colour blue as opposed to green. However, for a more typical green theme, I also enjoy the Eartheasy website.

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Who does this product/message affect?
The impacts of the fast fashion industry are highly multifaceted. Not only does this industry have an impact on the lives of its consumers, but it also has a run-on effect on the wider population. The manufacturers, clothing stores, sweatshop employees and their families are among just some of the other individuals impacted by the rapid production of clothing and accessories.

Who is my target audience?
The target audience for my video is females between the ages of 18 and 30. This audience is most appropriate, as studies show that women of this demographic are 87% more susceptible to slow fashion.

How do these people feel and why is it a problem for them?
As the fast fashion industry gains momentum in the media, many consumers are becoming more aware of this issue and feel guilty about the impacts that their decisions are having on the wider community. Although many say that they are against the use of sweatshops and fast fashion, it is clear that consumers are conflicted, and often believe that 'just one person wouldn’t make a difference.' In my video, I aim to debunk this counterproductive mentality that society has developed so as to provide the audience with a reason to be a pioneer in this issue, rather than taking the back seat. There is also potential that my target audience could be ignorant and completely unaware of this issue, as the information on this matter is often disguised by the media, especially to those who aren't looking for it.

Who/what do I need to consult with throughout my research?
To develop my concept, I will need to consult a variety of academic sources, including books, journal articles and websites. From what I have observed in my research thus far, a wide selection of case studies and journals have reported on this topic in recent years, so I will put a particular emphasis on finding information in this format. I will also be required to find a variety of previous fast fashion advertisements, and critique elements of their videos that I believe they did well, and what could have been done better.

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My message will be curated towards females between the ages of 18 and 30 who have an interest in fashion. I have selected this audience, as according to the National Institute for Sustainable Development, women within this age range are 87% more susceptible to up-cycling and alternative fashion than any other market demographic (International Institute for Sustainable Development 2015). The target audience would have an interest in fashion and would purchase clothing items on a regular basis.

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My promotional video will be made for the company Fashion Revolution, who raise awareness about the damaging outcomes of the fast fashion industry, with a specific focus on sweatshops and the mistreatment of garment workers. My video will shed light on how our mindless clothing purchases made in the first world can result in child labour, suffering and the unfit use of sweatshops in the third world.

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80 Possibilities for my Promotional Video

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80 Possibilities for my Promotional Video

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1. Aussie Ark.

2. Wires Foundation.

3. The Seabin Project.

4. HYPA (Helping Young People Achieve).

5. Converse Renew Collection.

6. Vege Threads.

7. Fashion Revolution.

8. The Me Too Movement.

9. The Black Lives Matter Movement.

10. The impact of veganism on the environment.

11. Awareness of climate change.

12. A new non-profit hairdresser for the homeless.

13. Addressing the gender wage gap in the fashion industry.

14. Promotion for my Step Up to Cancer Event for the Cancer Council.

15. A fictional fashion game show.

16. Thank you cards or invites which can be planted to grow flowers.

17. A campaign to promote 4ocean bracelets.

18. A promotional video for the company Dress for Success who provides unemployed women with clothing and support.

19. A campaign to promote the company Hair with Heart.

20. The dangers of normalising guns in American society.

21. A new home delivery service that delivers ‘ugly fruit’ to customer's doors to minimise food wastage.

22. Malt & Juniper.

23. Maybe Mae.

24. A video to promote the bars and nightlife found on Peel Street, Adelaide.

25. A video to promote my digital download shop on Etsy.

26. Promotional content for Avant Ballet Studio where I teach dance classes.

27. A new app that styles the clothes in your wardrobe for you depending on the daily weather forecast.

28. TALA Activewear Co.

29. Seed & Sprout’s You Plant One, We Plant One Initiative.

30. Look Good, Feel Better Foundation.

31. Story Dogs Foundation.

32. Batyr Mental Health Organisation.

33. RSPCA.

34. Domestic violence awareness.

35. A video about the harsh reality of GMO food production.

36. Awareness for the organic food movement.

37. WWF.

38. 1300 Koalaz.

39. Greenpeace.

40. A campaign to ban the use of real animal fur in fashion.

41. Darcy Street Project.

42. Inspire Cafe.

43. Women of Worth Foundation.

44. Cafe Outside the Square.

45. Kinfolk Cafe who operates entirely off of volunteers and donates all proceeds to children's education.

46. Awareness for the increasing amount of unemployment in Australia.

47. Highlighting the prominence of slave labour in the fashion industry.

48. A video about the environmental impacts of consumerism.

49. A new subscription app for Magill University students which gives discount on coffees.

50. A reusable iced coffee tumbler with a built-in paywave system.

51. A new body-positive gym class subscription.

52. A website where vintage sellers can meet other business owners and trade stock/clothing.

53. A handmade jewellery collection made of recycled materials from the ocean.

54. Awareness about the normalisation of drug abuse in modern society.

55. A promotional video for the STATE Bag Company who donate a bag of school supplies for every bag purchased.

56. Causebox Subscription Service.

57. Final Straw reusable straws.

58. Loliware edible party cutlery and cups.

59. Renew Adelaide.

60. The Big Issue Adelaide.

61. Bridging the Gap Foundation.

62. Paws and Claws Animal Adoption.

63. The Tiny Homes Foundation who create homes for the homeless.

64. Racial profiling.

65. Empowering women in business.

66. Awareness for postnatal depression.

67. The impacts of social media’s “cancel culture” on mental health.

68. An app that tells you how ethical a piece of clothing is through searching via a database.

69. A body-positive food tracking app which focuses on nutrient intake as opposed to meeting caloric boundaries.

70. Empowering women in the special forces.

71. Queer Arts and Cultural Festival.

72. The Polished Man Campaign.

73. The lack of healthcare that is available for Australia's aging population.

74. The Smith Family Charity.

75. Skylight Mental Health Foundation.

76. The impacts of Instagram on female body image.

77. Bikes for Refugees Organisation.

78. Backpacks for SA Kids.

79. Unicast Magill.

80. A fictional monthly subscription product with exclusively Australian made beauty products.

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Given the brief and flexibility of this assessment, I am already feeling inspired and eager to get started. Although I have very little experience in video production and have never attempted filmmaking in the past, I feel confident in my video editing abilities and am excited to try out a new skill. I have various hobbies that I am considering pursuing for this assessment, however, I am leaning towards the theme of fashion. As my existing blog that I regularly post on has a focus on fast fashion companies and toxic consumerism, I am hoping to take this opportunity to create some new content that I could potentially promote on this platform at a later date. Although I am passionate about this idea and would like to generate publicity for my blog, I have many interests that I am contemplating. If I were to pursue an alternate route, I would be interested in promoting a small business in Adelaide who is making a difference in the local community, perhaps in the area of homelessness or climate change.