Statement of intent/ pitch

Statement of intent

The brand I Intend to create will certainly incorporate fair-trade as its USP, aswell as targeting the luxury clothing market though with something fresh that will stand out to people willing to spend more for fair-trade. My overall intention is to present Fair Trade clothing in outside surroundings - showcasing the brand, Fair Trade Fashion, and how Fair-trade is a new fashion statement. I want my product to fit into into the luxury clothing market among the likes of Louis vuitton and Gucci though in a lower price bracket. I will advertise using two billboard posters. Because the product is entering such a competitive market that is constantly in the light, i believe it will attract a great deal of attention for what it is and so from the campaigns it should get into the limelight. I believe profit will come from the product due to its higher price point, though customers will be happy to pay that because of what it is.

Pitch

With my brand i have chosen to name it 'Giusto' which translates to the Italian word for 'Fair', because of Fairtade being the key part of it. I chose to use it though as it has a luxurious sound to it, and the fact it is Italian translated could imply quality - something i want my brand to be known for. Another reason i have used this name, is because i want my brand to sit amongst the likes of Gucci and Louis Vuitton, though with the emphasis on FairTrade. Due to this then, the types of people who will buy them for the interesting brand name will look at mine in a similar way.

Upon looking at my poster i have directed the model to look powerful yet elegant, in order to enhance an aura of luxury, whilst also displaying aspects of the clothing. 

Toms - ethical fashion

Toms puts its social and environmental philanthropy on full display in virtually every aspect of its branding. This not only lets potential customers know the kind of company they’re dealing with right off the bat, but also reinforces toms brand values consistently across all channels. toms was founded by Blake Mycoskie in 2006 following a trip to Argentina. During his visit, Mycoskie saw firsthand how people living in impoverished areas of Argentina had to live without shoes, a challenge that many of us likely give little thought. Inspired by his trip, Mycoskie decided to establish his company with giving in mind.Since 2006, toms footwear business has donated more than 60 million pairs of shoes to children in need all over the world. As if that weren’t enough, toms eyewear division has given more than 400,000 pairs of glasses to visually impaired people who lack access to ophthalmological care.

Fashion advertisements

With this, we firstly see that Topman have used a currently trending and popular B-list celebrity. By using him who has a good physique it attracts people to the brand, as he is associated with it. What we see is the Topman logo is squeezed into the camera shot on the boxers, in order to try and sell not only the aftershave. We can also se how this is targeted to a younger audience by using the hashtag splashed across the front in a bight yellow colour. This would appeal as teens would like to be part of this hashtag and see what everyone else does with it.




Next, we see that H & M had adopted the same idea of using a very famous personality to highlight their underwear. In both the photos lighting has been specially adapted in order to enhance their look. Also, they are seen to be giving across a very aggressive look in order to appear attractive. Upon analysing the black background here, it creates a simplistic and therefore a rather luxurious look. By using very dark colours, it gives across this ora of luxury, which i believe is what they are attempting to give across due to tit being slightly cheaper than other underwear in the market (calvin klien, ralph lauren)

Here, with Versace we see the emphasis is that it takes place on the top of a mountain with three attractive women and a man looking on in the background wearing a suit. We see them wearing very formal wear, aswell as holding onto stylish handbags - clearly what they are mainly trying to promote. The way they are on snow and mountains could refer to possibly the luxury lifestyle of skiing holidays. Another factor of the mountain, is in a way suggesting the brands status - as if it is above all the others.



Once looking at the high end brand of Gucci, we see it relates much more to the likes of Versace as opposed to the cheaper brands. In Gucci we again see the models are all dressed incredibly formal yet trendy, and seem to appear in a idilic location. The man is stood in almost a suggestive position whilst he looks down at the woman, and she shows off the gucci bag and the fur coat.







In this, we see the emphasis is on the fact that this brand uses 'organic fairtrade cotton'. It is much unlike the other adverts, as it doesn't include attractive models and just simply the clothes. Also, we see it has a simple background and even the writing used isn't trying to look so professional, it is almost quite comical possibly in order to appeal to older people.

fair trade

Fairtrade

Fairtrade sets standards: Fairtrade Standards social, economic and environmental standards that are set for both companies and the farmers and workers who grow the food we love. For farmers and workers the standards include protection of workers’ rights and the environment, for companies they include the payment of the Fairtrade Minimum Price and an additional Fairtrade Premium to invest in business or community projects of the community’s choice.

The Fairtrade Foundation is an independent non-profit organisation that focuses on four key areas of work in the UK:

• We provide independent certification of the trade chain for products and license the use of the FAIRTRADE Mark on products 
• We help in growing demand for Fairtrade products and empowering  producers to sell to traders and retailers
• We find new ways of working with our partners to support producer organisations and their networks
• We raise awareness of the need for Fairtrade to the public and the significant role  of Fairtrade in making trade fair

 What products are fairtrade?

Bananas
Gold
Chocolate
Beauty products
Cotton
Flowers
Sugar
Coffee

Fairtrade brands:

'Divine chocolate'
'Karma cola UK'
'People tree'
'Zaytoun'
'Cafedirect'

Firstly, upon looking at the Ben and Jerrys FairTrade advertising we see that what they have done is very clever and works well to promote the product as well as their values. The instant eye catching segment, is the way that