Research- High street fashion brands

H&M

H&M use a variety of techniques to sell their products. In the first poster H&M use a chic and classy theme with a staged image showing a party-like atmosphere. The poster includes a small description of the clothes on the left hand side but primarily focuses on the collaboration clothing they have introduced with 'Lanvin'. The setting uses neutral colours which clashes with the harsh pinks in the outfits. This altogether focuses the audience on the products. The second poster is more minimal and shows a woman in a plain white top. Her stance and expression is relaxed which portrays the comfortable, laid-back type of clothing which is being advertised. This particular poster appears to be aimed more at a slightly older audience (25-35) due to the relaxed connotations. Following this is a poster advertising the summer-wear of bikinis. The poster is set on a tropical beach which the audience would find eye-catching as the sky and sea are clear and blue. The waves splashing onto the models legs emphasise the 'summer' atmosphere and convey a relaxed and idyllic mood. Each model is presented in a bikini and stereotypically has the ideal body form. This may appeal to the male gaze and subsequently lead to people buying the clothing in order to achieve the same look. The next poster is an advertisement found on the side of a building promoting the cheap yet stylish clothing. The models are dressed in rather basic items of clothing yet the stances and stern hawk-like features portray a sense of empowerment and class. The final H&M poster also aims for a sense of empowerment and class but shows a more stylish and fashionable piece of clothing and is presented to be more fashionable and high-end than it actually is through the use of the French word (France being known for their high-end fashion e.g Dior).

Topshop

Topshop creates an upper-class persona for high street clothing in order to present a classy and fashionable atmosphere. In the first poster a woman is featured in thin lace clothing on a beach which alludes to tropical and exotic locations and therefore clothing. The model conveys a lusty appearance which again appeals to the Male Gaze. A black and white image of a male model is also featured on the same poster which advertises the mens fashion available in the store. The next poster shows more relaxed fashion with a denim jumpsuit and the logo in the middle. The models expression in blank which conveys the classy and formal atmosphere. The background is a solid beige which contrasts with the denim, making the clothing more visible. The final poster uses a side by side contrast of a casual look and a 'party' look. On the left hand side the model has a loose and relaxed stance and is dressed in a ensemble of plaid tops. The image is also in black and white which suggests that Topshop are intending to have the coloured 'going-out' image as the main focus.

Abercrombie and Fitch

Zara

Forever 21

Fair trade fashion posters