Statement of Intent

For my fair trade clothing company 'Cotton Couture' I intend to create a successful marketing campaign which clearly conveys the fair trade ideologies that are crucial to the product. 
My product should feature two posters which have different models and/or mise en scene yet hold the same principles of the fair trade product. I intend to have one poster featuring a female model and one featuring a male model to show the variety of products the company has to offer. Both images should portray class and style yet should primarily show the fair trade cotton product. I shall attempt to achieve this by taking both mid-close and full body shots in a variety of different locations (both outside and inside) and then deciding from the selection which ones I believe represent the company most. The outside shots should convey the natural element of the product whereas the inside shots should be focused more on the style of clothing and fashionable attire.

My target audience should be around ages 16-25 and demographic categories AB as stated in the brief requirements. I intend to use young models and fashionable clothing that should appeal to my target audience and adhere to the rules of the Advertising Standards Authority. Due to the clothing genre I do not believe this will be an issue. I believe that my target audiences should be fashion conscious and should shop at higher end high street shops such as Topshop, Hugo Boss, Zara, All Saints, Calvin Klein, Tommy Hilfiger etc. as opposed to lower end high street brands such as Primark, H&M, New Look etc. This is because if they are to buy the product not only should they want to help the environment, they should also be willing to spend more on a product to ensure its quality. 

The media representation should be portrayed through the mirroring  of the intended audiences desires for themselves in the sense that the product should address what the audience wants. Through research and stereotyping the intended audience, I believe that this is achievable as the product should hold similar qualities to other high street brands yet obviously differentiate itself with unique styles and the important promotion of the fair trade elements. As stated in the previous paragraph, the audience should be fashion conscious which therefore allows the audience to relate to the intended message constructions. The representation of the fair trade product should be extremely prominent as it is the main selling point to the product. The concept of the fair trade cotton used in the products will be highlighted through the name of the brand (Cotton Couture), logo and clothing presented in the posters. 

The final media theoretical framework that should be considered is the media industries. Behind the products of Cotton Couture should be handmade clothing with cotton sourced in Nairobi and Kenya which should then be made in fair trade factories which have excellent working conditions compared to sweatshops which some multinational companies use. The company should ensure that the clothing sales are benefiting the people in Nairobi and Kenya not only through equal pay but also maintaining the factories where the clothing is produced and ensuring the workers are healthy and well-fed by installing clean water facilities, help with schools and creating a safe environment for the workers. The income from the factories should generate a better atmosphere and better living conditions for the people, thus benefiting them even more.  
In relation to cross-media platforms, the posters could appear in a multitude of places such as on bus stops, billboards, inside tube stations, on the side of buildings or on electronic signs. The product could also be advertised on social media however as the task is to produce two billboard posters this is not needed. 
The legal considerations required are based around the importation of the product from Nairobi and Kenya. Below is some information on the import of goods from outside the EU.