Research

H&M Website research

Screen Shot 2019-09-24 at 15.08.09

Screen Shot 2019-09-24 at 15.08.46

They have their recycle programme on the front page of their website so it’s clearly something they want people to know about. Something to consider including in my campaign.

Screen Shot 2019-09-24 at 15.15.08.png

Have a whole sidebar dedicated to sustainablity, details noted on mind map.

Screen Shot 2019-09-24 at 15.18.27.png

Above are the official clothing tags so I want to include a lot of green close to that colour to maintain consistency across the campaign

 

Initial brainstorm

HM_SUSTAINABLE_CLOTHING_INITIAL_BRAINSTORMING.png

Looked at the H&M website to see what they say about sustainability, how they are sustainable, and what percentage. They seemed to consider their main selling point their sustainable cotton.

The target audience is my initial audience I thought of when handed the brief, it will be expanded on after more research.

Target market research

I did a survey monkey that mainly focused on the key factors of a target audience rather than it being predominantly about sustainability or the brand. I did this because the main point of this particular survey was to establish the target audience and features about them which could shape the advert, an example of this would be finding out the typical age and relationship status will tell me to put young couples or singles in as oppose to putting in a family as my models. That being said there are still questions about the brand, its social media and their sustainability campaign.

Below are some of the questions with tick box answers, the rest of the questions will be shown in the individual answer breakdown where it shows the full answer profile of each person; which are listed under these first questions.

Screen Shot 2019-10-15 at 14.51.40Screen Shot 2019-10-15 at 14.51.52Screen Shot 2019-10-15 at 14.52.03Screen Shot 2019-10-15 at 14.55.26Screen Shot 2019-10-15 at 14.55.58Screen Shot 2019-10-15 at 14.56.35

Full breakdown

Screen Shot 2019-10-15 at 14.58.57Screen Shot 2019-10-15 at 14.59.11Screen Shot 2019-10-15 at 14.59.23Screen Shot 2019-10-15 at 14.59.36Screen Shot 2019-10-15 at 14.59.50Screen Shot 2019-10-15 at 15.00.04Screen Shot 2019-10-15 at 15.00.18Screen Shot 2019-10-15 at 15.00.32Screen Shot 2019-10-15 at 15.00.43Screen Shot 2019-10-15 at 15.00.55Screen Shot 2019-10-15 at 14.58.19Screen Shot 2019-10-15 at 14.58.31Screen Shot 2019-10-15 at 14.58.45

3 people said the shopped at H&M

Only one person said they followed H&M on social media, that being Instagram

The average person was;

  • Working class
  • White British
  • Single
  • Employed
  • Didn’t know about H&Ms recycling programs
  • 17 years old

Due to people not knowing about their sustainability stuff I think I should make a lot of the clothing green toned or mainly green to draw attention to it.

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

15/10/19 Lighting workshop

I did a workshop focusing on how to light a model and adjust my camera settings to be suitable for static portrait photography. It was also my first time working with a professional model. I set my camera to take both raw CR2 and Jpeg images so I can edit on the CR2s which hold all of the original information.

 

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Ideas Pitch

This slideshow requires JavaScript.

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Test shots

These photos were taken whilst I was adjusting my camera settings. The biggest alteration I made was putting the ISO on max along with small shutter speed and aperture. This decision made my photos grainy but I could not have taken photos any clearer than these.

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Prices

I wanted to put text on my photos so I looked at H&Ms prices so I could get a semi-accurate price for the items featured.

Screen Shot 2019-12-10 at 14.28.16.png

Screen Shot 2019-12-10 at 15.08.31.png