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. 

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.

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.

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.