This particular study was highly relevant to look at as it relates to my focus of Australian women and their thoughts and attitudes on the environment. Although this study didn’t look directly at sustainable fashion, it is still relevant as it did explore their attitudes on green issues which relates closely to sustainability. However, although it was an Australia study the date of publication (2010) may make it less relevant than a more recent paper, though the findings are still of interest to me and helped develop my understanding of Australian female entrepreneur attitudes towards the environment.  

Source two
Understanding fashion consumers’ attitude and behavioural intention toward sustainable fashion products: Focus on sustainable knowledge sources and knowledge types

Kong, HM, Ko, E, Chae, H & Mattila P, 2016, ‘Understanding fashion consumers’ attitude and behavioral intention toward sustainable fashion products: Focus on sustainable knowledge sources and knowledge types’, Journal of Global Fashion Marketing, vol, 7, no. 2, pp. 103-119, viewed 20 March 2021, <https://www.tandfonline.com/doi/full/10.1080/20932685.2015.1131435>.

This source was relevant to look at it explores consumers’ attitude and behavioural intention toward sustainable fashion products. It was interesting to explore how different types of knowledge and sources impacts consumers attitude towards different brands and companies. This papers publication date makes it a relevant and credible source to use in mu knowledge development of the issue, however, it is important to note that it was a South Korean study. Although, this is still a highly relevant study as it is important to look at other cultures and ethnicities to make sure my understanding and knowledge is well rounded and considered non-western cultures attitudes towards the same topic. 

Source three
Fostering sustainability through sourcing from small businesses: public sector perspectives

Walker, H & Preuss, L 2008, ‘Fostering sustainability through sourcing from small businesses: public sector perspectives’, Journal of Cleaner Production, vol. 16, no. 15, pp. 1600-1609, viewed 20 March 2021, 

<https://www.sciencedirect.com/science/article/abs/pii/S0959652608001054>.

 
This source was relevant to look at as it helped me gain an understanding of the importance and benefits of supporting local. It examined the contributions and implications of the issue which helped me to broaden my thinking and knowledge of the issue. It was interesting to read and learn about the impacts of local levelled support of innovative green products and how it can help better align business (SMEs) with their surrounding communities. It is relevant to note that this was UK paper and was published in 2008. However, I still think that the information provided and findings are relevant to this task and in helping me expand my knowledge of the issue which I will be covering. 
This paper examines ‘the opportunities for fostering sustainable development through public sector sourcing from small- and medium-sized enterprises (SMEs)’. 

other attributes about target demographic: 

Supporting sustainable fashion brands through a focus on local female owned business. However, over the last couple of weeks and divergent thinking activities, I think I would love to focus on one local female owned sustainable fashion brand. I like the idea of promoting one specific brand all whist working in and promoting the message of supporting local female owned businesses. 

My video will be different to others due to the focus of the message on one specific brand. Instead of creating a promotion video targeting the message itself, I will do this through the focus and perspective one one specific Adelaide female owned sustainable fashion brand. As for the presentation of the video, I am not sure exactly what I will do creatively to make sure it stands out and is different to those that already exist. Although a massive thing to think about in the creation of this promotional video for the brand will be to make sure that it aligns with the brand itself. I am going to have to make sure the feel of the video, the aesthetic and the message feels personally tailored to the brand I chose to promote.

Attention, Interest, Desire, Action.

Attention: I think the best way to target the attention of my target audience will be to use positive emotions as they will be more receptive to the message. I feel as this is a subject matter that I can't attack or shame people for doing the opposite as this risks the audience becoming defensive and choosing to block the ad out.

Interest: I feel the style of the video will also help to grab their attention and create an interest in the product and the message. This target audience is interested in the aesthetic of products and the videos presentation, therefore, it will be important that I capture this in the video, make it Pinterest worthy if you wish.

Desire: Creating a fun and playful tone which makes the message and product seem desirable and attractive will most likely be the most effective. 'You are what you wear, so wear something cool, wear ...'. This creates a strong message with a playful tone that also creates an action statement, buy from this brand and feel good about your purchase.

Action: The call to action for this video will be to buy the clothes of the brand. 

fonts & typography
As for fonts and typography, I want to create a strong, credible and elegant feel for the brand. The only text which will appear on screen for my promotion video will be at the end of the video with the brand's logo and possible the use of their tagline. I want to create a strong sense of brand which feels logical for the type and message behind the store I am promoting. After working through this week's practical notes and reading the sources, I know how much the fonts can affect the tone and emotion of the piece. For this particular video, I don't think a super unique font will work and will be better off with a simpler font which is classic and timely. Below are also some pictures of brand's fonts I like and will take inspiration from.