P1

1. Research
By Jessica Crosland

2. Audience Research

3. Instagram Demographic:
• People who use Instagram are among the most likely to be
active on other social networks such as TikTok, Facebook and
Twitter a recent poll of users aged 16-64 finds that almost
half of Instagram users also use TikTok. Instagram age
demographic is 25-34 year olds which represent the largest
advertising audience followed closely by the 18-24 year old
age group. The younger the Instagram user, the more likely
they are to use the social network multiple times per day.
(18-24 year olds:67% )
• The top largest audiences on Instagram are the United
States, India, Brazil, Indonesia and Russia.
• When considering gender demographics on Instagram, are
noted that the site provides three options: male, female and
not specified- 51% of Instagram's ad audiences identifies as
female, and 49% identifies as male.
• The research finds that the top interests on Instagram are
travel (45%), music (44%), and food and drink (43%). These
are in the UK with also beauty, fashion and parenting.

4. Instagram Demographic…
Instagram Following:
• an overwhelming 90% of people on Instagram follow brands, but they don’t just follow a business for pretty
pictures across many surveys thy have found that the majority of people want to see brands post fun -55% real-
53% and creative content-53%.
• There is 500,000 active influencers on Instagram which Instagram is the preferred social media channel for brands
who engage in influence marketing with 79% of them doing so.
• Instagram users tend to engage more on weekdays with Wednesday and Thursday showing most engagement and
60% of people say they discover new products on Instagram from new brands etc.
• Users spend an average of 28 minutes per day on the platform according to Facebook you can see the average
amount of time you spent on Instagram within the last 7 days.
• With a good presence on Instagram businesses can cater to their clients needs much easier as 2 out of 3 users
believe the platform enables interaction with brands, it is easy for users to shop directly from the app and 130
million users tap on shopping posts to learn more about the product every month.p

5. fashion Audience Target
• How fashion ecommerce brands operate is constantly evolving new technologies,
shifting markets + the shadow of profitability. The business of fashion is more than big
it’s the biggest of the big! With a global market value of $759.5 billion in 2021 apparel,
accessories, and footwear are the number one ecommerce sector in the world.
Shopping habits reflect these divides: particularly retail behemoths aimed at cost-
conscious as well as their fast-fashion equivalents. Given fashions focus on self-
expression it makes sense that modern fashion consumers actively seek personalized
experiences.
• Fashion is a fragmented industry and whilst the major global names grab the headlines
no single company accounted for more than 3% of retail sales value in 2018. Indeed the
sales of the top five ranked companies, Nike, adidas, Inditex, H&M and Fast Retailing
(Uniqlo) account for just 8% of the market.
• Below is some of the latest ecommerce trends that you can work into your long- term
fashion sales strategy:
• Personalization is a balancing act
• Into the metaverse
• Brand-building over paid ads
• Sustainability at the forefront
• Social commerce
• The transition back to brick- and-mortar
“I believe we'll see more local brands
branching out and offering customized
shopping experiences for international
customers to remain competitive. This will
include things like geo-targeted domains,
pricing in local currency and local product
shipping, with the help of third-party
distribution or company owned warehouses.”
—Leanne Lee, Marketer at Blue Bungalow

6. Audience profile:
• NAME: Ella
• AGE RANGE: 18-26
• JOB: fashion designer social media business
owner
• LOCATION: LA
• EDUCATION: fashion design, media studies
• HOME: apartment
• MAGAZINES: VOGUE, ELLE, TEEN VOGUE
• ONLINE SHOPS: ZARA, URBAN, PLT and BOOHOO
• HER CLOSET IS: streetwear but comfy at the
same time I like cropped things and classy dress
with cargos.
I decided to create a mini example of an audience profile this is
because I wanted to gain more of an idea on who my audience
actually is, this includes finding out things such as there interests
or what there life consists of. I believe once I have an idea with
my audiences interests I can then reflect on this and begin to
include these into my own products this is more likely to attract
the demographic. Included in this audience profile are things
which are appealing to my demographic such as streetwear and
job roles that are in fashion as my product is based on fashion
and will include clothing which is both streetwear and classy a
mix of both. I think an audience profile is an important part to a
plan because just from this you can find out a lot about a type of
person although it I minimalistic and short words it includes a lot
of detail and can help me when it comes to gather design ideas
together. The better I understand the target market for my
fashion brand the easier it will be to find them and make them
happy and also keep them coming back to buy from myself.

7. Website Design Statistics…
• The industry is growing in 2020 the total number of web developers and designers in the United States
was around 178,900. by 2030 this number is projected to reach over 205,000. 57% of internet users say
they won’t recommend a business with a poorly designed website on mobile, therefore websites that are
not mobile responsive are by nature poorly designed because they don’t provide an optimal user
experience no company wants its website visitors to be wary of referring them.
• 85% of adults think that a company’s website when viewed on a mobile device should be as good or better
than its desktop website.- nowadays all websites should feature responsive web design, the display of the
website should adjust based on the pixel width of the website upon which is being viewed . 38% of people
will stop engaging with a website if the content or layout are unattractive: I believe this is very important
to a website because it is something which an audience will come across first. Not all websites that look
good initially are good at getting the job done in fact, if a website slips up at any point users have made it
clear that they wont tolerate it. Which customers are more likely to not return to a website after having a
bad experience especially with things like images taking too long to load, or the website having loading
issues for more than 2 seconds a customer will begin to become impatient these are details which I need
to focus a lot on. (my website needs to be up to standards).
• Users spend an average of 5.94 seconds looking at a website’s main image- as images are great and they
add depth and significance to a users impressions of a website while spicing things up. This statistics show
us that users do in fact pay attention to the main image on a web page, so it’s important to make sure that
this image communicates effectively and reinforces the brand. Choose images that are relevant to your
product or service offering and will not distract from the overall objective of the website. Most
importantly, don’t go overboard. It may feel like an image slider is a good idea, because it gives you the
ability to portray your company in multiple different settings, or allows you to pitch a variety of offers—but
most statistics point to sliders actually having a detrimental impact on conversion and user opinion. Sliders
tend to distract users from what they were originally doing on your website

8. Online Shopping
Statistics:
• The main difference between men and women is what they
shop for. Men usually go for heavy-duty items like furniture
and computers while women usually shop for things like
groceries and clothing. If you thought for a second that mobile
shopping wasn’t a big deal, you’d be interested to know that
67% of users admit to window shopping for fun on their
smartphones. Mobile shopping is quickly catching up to
desktop shopping. It’s easier to do as people are often on the
go. Mobile shopping allows for shopping from anywhere as
long as there’s service. That’s why a whopping 49% of people
exclusively use their phones for shopping. That means 49% of
your traffic will also come from mobile users. Because of this,
optimizing your site for mobile is crucial.
• As shoppers are preparing to make purchases you should be
preparing to make crazy sales- black Friday and cyber Monday
are by far still the busiest time of the year in terms of spending
money, but 93% of the biggest spenders aged 24-35 plan to
shop during the weekend.
• 95% of this generation, born after 1998 will have $44 billion in
buying power as of now 93% of parents say their child
influences household spending. And in just a couple of years
this generation will dominate 40% of all consumer shopping.

9. Shopping Trends
Among 18-26
year olds:
• The use of technology for shopping by 18-26 year olds is significantly overrated as they prefer to shop in stores than
online for apparel and shoes. Suggesting they like to see the clothes in real life and try the product on before buying. 66%
like to think about their purchase before buying as this age range isn’t as impulsive as commonly believed.
• The lack of physical shopping on high streets and in shopping centres is one of the main reasons that digital shopping has
grown over the past year. According to Bazaarvoice’s network, online orders have increased by 39% in 2020 globally
compared to 2019.
• Hill said: “The pandemic has accelerated shopping trends that were already in motion at the start of last year. More UK
shoppers are turning to e-commerce than ever before, but shoppers still value the ability to touch and feel products, an
experience that is typically difficult to replicate online. "Brands and retailers can use rich, visual content online to create
experiences where shoppers feel they truly trust and understand the product they are buying. Customer videos, images,
and reviews are some of the most effective ways to achieve this. Enhancing the online experience with authentic user-
generated content means other shoppers have the confidence to buy.”
• Demand is also driven by product availability with 63% of UK shoppers stating that there were product shortage during
the previous year due to Covid-19 pandemic.

10. Audience Summary
• From looking back on all of my audience research I have found that much younger
audience ranges use social media frequently especially Instagram my audience range
is between this of 16-24 year olds which is a great technique for me because once I
begin to post on my Instagram page I will gather together an audience which fits my
criteria from the images I post which relate to these audiences.90% of people on
Instagram follow brands and half of these people want to see the more creative side
which reveals my Instagram will need to be an mixture of images and relatable
quotes or daily reminders which I have previously mentioned that I will be including
this. I also gathered together that women mainly shop online for clothing over men
as my audience is targeted at women I will therefore receive a higher amount of
women on my website page shopping which is the ideal goal for my brand. shopping
trends have mostly switched as online orders has increased to 39% which reveals not
many people shop in actual stores nowadays this is a bonus to my brand as I am
creating online advertisement as I should receive a higher amount of customers.
Overall, this audience research has helped me to be able to spot the important points
to my brand which I need to make sure I am including and certain techniques I need
to do to make sure I am attracting the right audience and I have been able to
understand my audience a lot more for example finding out if they prefer online or
instore shopping.

11. Market Research

12. Existing Products-
• ASOS is a British online fashion and cosmetics retailer in London, primarily aimed at young adults. I
have chosen to look into this existing product firstly because of the demographic target audience which
is very similar to mine (18-25) year olds. I felt this is a great way to get more inspiration into the styles
of advertisement used and as to why they do this. The logo used for the brand itself is simple yet
elegant with a black and white colour scheme used and a bold sans-serif font, the name-plate is
perfectly balanced which evoke a sense of luxury and style. I like the idea of this logo because it is still
recognizable to its audience and isn’t too overcrowded with lots of random patterns or styles etc. I
want to explore into these existing products of the brand of ASOS by looking into both their social
media and website design to find out more into their advertisement. The meaning behind the name
‘ASOS’ is (As Seen On Screen) this is because when it first launched more than two decades ago, it was
a celebrity-linked clothing website. I have also chose this brand because it is a very similar sort of brand
I am looking to create and achieve as it includes a lot of the same style design ideas which I have seen
promoted on their Instagram etc. Overall, I am looking to achieve something like this so once I have
gotten deeper with my annotations I can look back on the new ideas I have found and also similar
techniques I can use when it comes to my production making.

13. ASOS
Website
Firstly, I decided to look into the ASOS website I found that on the very first
page they have included a range of large images which caught my eye straight
away. The photography used is group images of models, which is both fashion
photography and candid. The mise on scene of these images (facial expressions)
of the models are serious but also some images of the are smiling and a lot of
eye contact is made to the camera. I do like this idea of photography choice
however I am aiming more for single images of just one model for my website
as I can then edit more of the image. I also noticed the colour schemes which
are saturated neon colours like green, pink, purple and yellows these give the
website a summer vibe and it doesn’t look boring or plain. I liked the idea of the
discounts they include which is either a sale or mainly for students which is a
great way to pull in an audience as they are more likely going to shop at
cheaper prices these are in large fonts and at the front of the website as soon
as you click onto it. This will be something I am looking to include things like
‘free delivery’ which will catch my audience type of younger students. The
layout of the website is minimalistic this is because a crowded website will be
too complicated for people to navigate around – for a more professional looking
website it is best to include as little. At the bottom of the website they include
there socials which is done because more people will join the ASOS brand as
follow onto other things such as there Instagram etc. From looking into this
website I have gathered ASOS is a large audience range which appeals to more
than just one audience I like the idea of the layout style they use and this is
something I want to look into when creating my website, I can use these for
ideas and also the image styles used.

14. ASOS
Instagram
• Next, to expand more into the ASOS brands advertising I looked into Instagram
mainly because I will be creating one for my brand but I also think this is a great
way to see the type of image style being used. I noticed that they include a lot of
random images of nail art on the Instagram images, this is different as this is
mainly an clothing brand however I believe they have done this because its
something which will catch an audiences eye and is different – because people
may get bored of seeing the same sort of images online. This is something I want
to achieve within my brand and it is a lot more creative and may be something
which will stand out from other brands. The next thing which I noticed from
ASOS Instagram is the use of ‘social media influencers’ or ‘celebrities’ featured
on the images things like updates on there life's or them being involved in a part
of the new clothing line for ASOS. This is done because people may be fans of
these celebrities and will be more interested to look on this page or will want to
buy the pieces of clothing if they see a celebrity they like wearing it, which is a
great way to gather a larger audience base. I would like to try create things like
this on my Instagram which includes celebs daily updates because that’s what a
younger audience are more interested in- it is better than people seeing clothes
over and over again which could lead them to unfollowing my brand and
becoming bored of it. I also like the type of image style of every image nothing is
the same with different locations, selfies and also long shots used which isn’t
repetitive. When looking at the top of the social media page they include a lot of
highlights and feedback from the audience which I like because it gives a lot
more to this page and its audience have more to look into if they are a first
buyer and are unsure if the feedback from this site is good. Lastly, the profile
picture is the brands logo which is exactly what I will be including for mine
because it will be easy to recognise for my audience to find the correct brand
page. Overall, I have been able to look into the ASOS existing products and find a
lot of new techniques which I can use for my own products.

15. Existing Products-
• For my next existing product, I explored ‘THE KRIPT’ website this is an online clothing store with
the latest fashions and the current trends at an affordable price this brand was actually a
‘Facebook store’ concept and ‘Instagram’ profile before developing more. I believe this brand is
aimed at young adults which is also very similar to mine, which is as to why I am looking into this
brand. The logo is very similar to the other one which I had just looked into (ASOS) which I have
noticed that a lot of brands logos are plain black text I believe they do this because however it is
basic it also gives a huge effect to it because I prefer to look at a simple logo rather than one
which includes a lot of design etc. because it ruins how the brand is represented to its audience,
its also a lot more professional looking which is what I am for within any brand I create. Moving
on from this I also chose to look into this brand because it is a very similar style to how I want my
brand to look with the type of images styles, and Instagram shops used from the websites etc.
from this I will also be looking into the website of THE KRIPT and also the Instagram page the
main thing which caught my eye of this brand is the editing the use for the images they are very
unique and creative. Overall, I am also wanting to create advertisement just like this brand and by
exploring into this it will help me gather new ideas and layouts to my own brand.

16. THE KRIPT
website
• Next, I had looked onto The Kript website the colour scheme to this website was
black & white which was also basic, but matched together well with every image
used. I noticed a lot of blue used on the new drop collection which shows this brand
matches colour schemes with every drop, I think this is a great idea because it looks a
lot more put together and the design layout matches rather than everything being
different colours, this is something I want to include in my website when it comes to
colour schemes. The mise en scene of these images such as facial expressions of the
models are quite serious (in a pose) as the body language is strong and relaxed which
I like the idea of because these poses make the models look a lot more confident and
expressing themselves in these clothes (which the brand could be trying to achieve),
they also just use one model for each of these images and duplicate the pictures
when editing I prefer this a lot more than group pictures etc as it fits better together.
One thing which I love with this brand is the use of editing the image on the right
shown with ‘Shop new drop’ has pictures of the same model with a cloud
background which has been edited I like this because it is a lot more creative than
just a basic photograph and is used to grab its audience in, which it did definitely grab
my attention. This is an aspect I want to try out in my production as I have had
previous practice in other projects and believe this could turn out well whilst using
photoshop for this. Included in this website they have an Instagram shop which they
have linked up to the brands social media this is done so people who check the
website out can view there Instagram from this and will reach a larger audience, this
is another aspect I will include once I have made up my own Instagram. Overall, I
loved exploring into this website because it is one of my favourites and I believe I can
take a lot of inspiration from it to reflect onto my own project and as this is a brand
which has the similar type of vibe and style to my own.

17. THE KRIPT
Instagram
Moving on from this I explored the brand through looking into there Instagram
page because they had a lot of very professional images used and I liked the type
of vibe they are going for which seems very chilled and effective. From looking at
the page the first thing as to which I noticed was the colour schemes as there was
a lot of blue and black in almost every single picture which shows they have made
a repetition of this because it matches well together and doesn’t look random or
out of place. This would be great to look into for my product and try match
together a few colour schemes. This brand seems to focus more on the singular
type of model shots which are mainly long or medium shots used rather than
having all different types of things, its more of a focus to the clothes and a few of
these models are influencers which will come from their page to this site (grabs a
much larger audience type) .
This Instagram page seems a lot more easy to navigate
around because it is more simple with a lot less
highlights (only one) and the bio to the Instagram is also
very simple and the website link is easy to spot, I really
like this because an audience would prefer to find things
much easier than becoming confused or having too
much information Infront of them which can put them
off buying from this brand. These images look very
professional and give of a vibrant aesthetic to them as
the mise en scene of the models locations are never the
same and the body language of the models are posed and they aren’t stood in any basic
sort of position which makes the clothes look even more appealing and creative. From
this I can use these as inspiration for my own advertisement on social media with things
such as mage style or how they represent there logos on this page I believe this brand is
very similar to my own brand and the style so this was a lot more relatable to look into.

18. Existing Product-
• The Luxe to Kill team is a young, female- driven group based in Manchester the values of this brand is
protecting our planet for the future, driving forward diversity and breaking down barriers in our society,
empowering females of all backgrounds in the fashion industry, support the well-being and mental health
of our team and community and delivering premium durable and sustainable product to our customer.
This brand is aimed at women and impowers this through the type of clothing they advertise which is only
women's clothes and thing such as colours schemes and meanings behind the brand itself- making women
feel confident. I chose this brand to explore into because this is another brand which inspires me through
there designs and I believe is very similar to the type of theme I have and this brand also has, by looking
into there websites and Instagram I will be able to find specific bits which I like or which is something I
haven’t seen before this will then inspire me to create something or include things like this. I have actually
shopped before from this brand and they have very high quality products, what made me shop from them
was actually there advertisement through social media which had caught my eye, especially as they
include a lot of influencers who I liked to promote the clothing. The logo is also very easy to read an
simple however I really like the choice of colour for the background a nude which I noticed links in with
the whole of the brand to show this is the main colour scheme which is used this is a great idea to pull
together a brand and I will be trying to link a couple colour scheme together in my brand, I will do this by
only focusing on 3 types of colours and using them.

19. LUXE TO KILL
Website
• I then explored into the Luxe To Kill website as soon as I was on the page it looked very elegant and sophisticated from the type of representation which
it had gave and also the tones of the colour schemes which are neutral nude tones and greys this is an ongoing colour scheme and is presented
throughout the whole of this website and is also included In the background of the logo. (which I had talked about in the previous slide) I noticed the
layout is very large with wide images across the pages which takes up a lot of the room I do prefer this over having a lot of text on a home page because
I think an audience is more likely to want to see images over lots of text, however they do include bits of text but it is very minimalistic and short but
gives a better effect which I want to try myself.in this brand they also have singular models you do not see group pictures or a range of models they
seems to use mainly 3 different people which I noticed I will also be including this for my photography because it shows a pattern through a website
which I think looks a lot more professional to my audience, the mise-en scene of the models facial expressions shown are very serious and the body
language shows they are calm and looking very comfortable in there images this is great to show towards your audience because they are going to want
to see the clothes in different types of angles and they want to eel the4 same way when they are in the clothes. I loved the layout idea which includes
different grids which have cargos, co ords etc this looked very organized and was easy access to find specific clothes which the audience want, I would
like to try this out because it looks a lot more creative than just having a huge list at the top.
They include a lot of special offers at the top of the website such as student discount,
buy now pay later schemes and Klarna this is something which immediately grabs an
audiences attention, because as there audience is a younger age they are more likely
to purchase something if there is a discount because they are getting these items at a
much cheaper price which is a bonus for them.
Klarna is used as a scheme to pay at
different times each month a lot of people
are more likely to do this if they seem
something they want before it sell out this
is a good technique to grab more audiences
in especially if there brands don’t do this.
Overall, I am really happy with exploring
into this website they have many different
techniques I will be able to use in my own
production work.

20. LUXE TO KILL
Instagram
• Lastly, for LUXE TO KILL I explored the Instagram social media page I found
that their Instagram is very classy and comes across elegant and very high
quality which is what you want as a brand because people will immediately
assume that the clothing will be of high quality. As an audience are more
likely to want to shop at a brand which has an aesthetically pleasing
Instagram page with nice photography shown. This is what I have learned
from looking into these social handles and I want to make sure my pages
turn out with this type of representation. I noticed the images a very basic
shot with plain backgrounds with mostly every image and only include one
model in the shot – this is carried out through the whole of the Instagram
which is a benefit because they have stuck to a certain criteria, this is also
done because audiences would rather prefer to look at a basic photograph
and focus on the pieces of clothing when you have too much going on in an
image it can distract an audience from actually looking at the clothes. I liked
the idea of the clothes being laid out on the floor this looked creative and
definitely stood out to me it is something I have never seen and it switches
up there feed. Included on the page is images ‘things you need to hear
today’ this is an inspirational quote for the audience which is thoughtful and
is something that it going to make an audience feel comfortable with the
brand on a more personal level – connect with its audience this will keep
them interested in the brand.
The first image shown is also a type of image I haven’t seen before on
an Instagram page which is also very creative because it shows the
process behind creating the clothing and the really meaning to each
piece, which I think is interesting to see. Overall, I think this brand has
very much inspired me a lot I've seen a lot of new things and ways of
advertising which I haven’t seen before this brand is very different and
has huge meaning and purpose behind it, I will be reflecting back to
the things I have explored when It comes to my production work to
include myself.
Used to inspire and help
people feel better with
in themselves, a brand
checking up on there
audiences mental health
and well being.

21. Existing product-
• Edgy, effortless elusive yet ubiquitous, fashion brand I.Am.Gia makes a strong case for leveraging
social media as a key marketing tool and creating the trends rather than following them. Launched
in Australia the meaning behind the name ‘GIA’ is based on the model Gia Marie the idea of this
brand was formulated around a fictional character based on the Instagram “it girl”. This brand is
very popular and includes many models who wear and promote the brand I found this brand
through Instagram pages from celebrities. I believe this brand is the main inspiration for me
because it is the ideal brand I would love to be just like every type pf advertising they do is at very
high standards and the quality of the products itself are amazing. The logo for the brand is a simple
large bold font in black and white this still grabs my attention from the size of the font, however I
noticed every brand I have looked into has quite a simple logo which is done to focus the attention
more so on the clothes rather than the logo as you never want your logo to be too overcrowded. I
am going to explore into this brand because I think I will find new things and techniques they use as
this is a very professional brand to look at it would be great for tips and really find out more.

22. I. AM. GIA
Website
• Continuing onto the I. AM. GIA website this was my favourite website to explore into
because of the style to the images and the layout they are very high quality pictures
used which gives off the professional look to the brand, image quality and how the
image look is something which I think means a lot to a brand because it represents it. A
technique I have spotted on the front home page to the website is the layout of using
two images on a slide which is a close up and a long shot this looks a lot more detailed
because it gives a focus image of the close up of the clothes which an audience want to
see for quality purposes. It also looks aesthetically pleasing because most of these
images have been edited using a grain tool, from this I have found I would like to try
this edit out by using the grain tool because I like the “older” look to an image as if it
was taken on a polaroid which can be created through apps I can use such as
(lightroom) which I mentioned in my research production. Smaller details such as the
fonts placed in corners of the photos look more professional too although they are
harder to see they blend the focus more to the image itself which is something I am
aiming for. As well as an Instagram page they have another page which is ‘as seen on’
which is a page of images of influencers or famous celebrities in I.AM.GIAs clothes
which is a great way of advertising for an audience who are fans of these influencers.
The website itself is quite ordinary with simple things such as
shipping pages etc which are very minimalistic I liked this because
it makes the pages look more inviting and readable to its audience.
I want to focus on keeping my pages like this for my audience
because it will be a lot easier to look through or view however, I
did notice that there is no about us page with this website which is
strange because most websites include this for an audience who
are new to a brand, as I will be including an about us page, I think
this is what this brand is missing.

23. I. AM. GIA
Instagram
• Lastly, I moved onto the I.AM.GIA Instagram page which was also
very minimalist which seems like a theme they have kept
throughput every type of advertisement they create this is a
great way to promote a brand because it shows consistency and I
look to explore this into both my website and Instagram page.
Included on there bio is links to other socials such as tiktok and
even there website which is another form of advertising which
people can find fast by a click, the profile picture includes the
logo of the brand which is the colour scheme of black and white,
simple but effective.
• The brands aim is to create an effortless but unique personal
branding, as you can see this is portrayed through their
marketing especially through their social media platforms this
includes their Instagram and very own website. Their drive is
pushed through their posts not necessarily just their logo, once
their audience view these posts they become inspired which
leads them to want to purchase the clothes to recreate these
looks. Within my brand I am looking to create my purpose
through my photography from the style of my images and my
models body language, to feel confident in the clothing which
they are wearing, I believe this brand gives off this purpose
therefore I want to include this into my own branding. This is
because it creates a lot more meaning to a brand and will attract
my audience in.

24. Existing Product-
• The last existing brand I will be looking into is PRETTYLITTLETHING is a UK-based fast-fashion
retailer, aimed at 16-42-year-old women. The company is owned by Boohoo Group and operates
in the UK, Ireland, Australia, US, France, Middle East and North Africa. This brand aims to inspire
confidence to their customers when it comes to how they dress and present themselves to the
world. This brand is the most popular brand which I have picked within my existing products
because through Instagram it has been able to grow to now having their own director (influencer
MollyMae).the logo choice is a large and bold font used in all capitals which is used to grab their
audiences attention in, they also have a plain pink background to the logo which I had noticed
when looking into their products they use this exact colour scheme a lot which I believe is
because this is a feminine colour and therefore appeals to their audience of females. As I am
looking into this brands existing products I believe I will find a range of techniques they use
because this is a much popular an d well-known brand. I also shop at this brand most of the time
because I have been. Pulled in from the advertisement they use however I don’t think that their
quality of clothing is the best as this is a fast fashion brand.- something my brand will not be.

25. PRETTYLITTLETHING
Website
• Finding their website online was easy and very direct, the layout is also
very simple which I personally prefer because its a lot more easier to
work around a find any type of product fast. The use of the ‘shop by’
layout plan was the first thing which had caught my eye this is because it
is very eye catching and creative, it gives the audience different options
to click on even with example pictures already shown below. Including
this into my own project would be a great idea because most audiences
prefer to see pictures over just text it is a lot more easier for them to
picture how the outfits look and be inspired by this which I had
mentioned previously in other existing products. PRETTYLITTLETHING
uses a lot of discount codes and percentage of sales which reveals they
are doing this to grab the audiences attention especially because they
target a younger audience who are most likely students on a budget,
they are more likely to buy something if they are getting things a lot
cheaper price. This website gives a summer vibe and bright tone to it
through the saturated colour schemes of pinks and whites and every
piece of clothing is bright, tis could be done to make an audience feel
happy once they enter onto the site because it isn’t boring or dull. This
brand also includes a section which is ‘shop Instagram’ by clicking on
this link to follow them the phrase ‘shop the looks from your fave
influencer’ reveals one of the brands main focus is the influencers who
represent them and they know their audience will more likely click the
Instagram link if they are going to see influencers which they may know.
Included in my project I want to try and use some of this by thinking of
short slogans or taglines around influencers which could attract a wider
audience.

26. PRETTYLITTLETHING
Instagram
For my last part to the existing products was the Instagram of PLT, this brands dedicates
a lot to their social handles because of the large audience range they have of followers
etc. Which is one of their main forms of advertisement, I had mentioned they use an
influencer strategy to gain more attraction to their clothes which results in a higher
audience. Furthermore, looking at their page I noticed a lot of videos are shown
through ‘TikTok’ another form social media with things such as behind the scenes & a
day in the life of a PLT model this is used because its interesting and engaging to know
behind a brand.
Therefore, this pull the audience in because they learn more about
this brand on a much personal and deeper level, and then feel like
they are apart of the team – another thing I would like to use
because this technique makes the brand seem a lot more unique and
out there as I have never seen this type of advertising in other brands
it also pulls in audiences who also use Tiktok themselves. PLT mainly
use very professional and high-quality images for their Instagram
page this shows they take a lot of pride in this, and I believe they
focus more so on their image to their audience rather than the
quality of the clothing they produce which could cause a bad
reputation for its brand. From looking into this brand, I have learnt
that good content which is produced and show through
advertisement will gain a much larger audience from other platforms
but also being able to balance the quality of the products and
advertisement is something I need to make sure I am doing for my
brand.

27. Research Summary
• My research from my existing products has provided me with a lot of key techniques I
can use into my own brand as a whole which includes bits such as new layout formats or
social media advertisement, or even photography tips they have used and why they do
this. It is very interesting to look into similar brands because it inspires me to add that
extra more and try new things which could turn out just like the other brands, most of
these brands are brands which I know of or have shopped at before which makes it a lot
more relatable to myself and personal. This research has allowed me to gather together
a lot more ideas for my production and gives me a head start to how a website or
Instagram page should look, because I wouldn’t want to create something which is out of
scale or isn’t targeted at its audience. This leads to the fact these brands all have the
same target audience to myself which it a lot more helpful and understanding for my
brand as to why I chose these specific ones. I am now able to look back on my existing
products and pick out pieces which I can link with into my production and use to show
what I have learnt from this.

28. Topic

29. Models Speaking Out On The Ugly
Side Of The Fashion Industry:
• All to often the fashion industry is caught treating their models as less than humans, this industry certainly has a darker side
that is far from glamorous depiction we see on glossy magazine pages. These issues have definitely been getting a lot more
airtime in recent years especially criticized for its lack of body and racial diversity, with supermodels speaking out against the
bias for the stereotypically tall, skinny blonde type.-its only been 10 years since the industry started making regulations against
unhealthy expectations.
• As fashion month is coming up models will be a popular topic one again, last years catastrophic Yeezy SS17 show in which
models literally fainted during the show- or model Ulrikke Hoyer's Instagram post which called out a casting director from
Louis Vuitton for telling her to fast for twenty four hours before eventually cutting from her show for being too “bloated”.
• These issues within the model and photography fashion industry are real and I want to make awareness from this when it
comes to my photoshoots as this links to my factual project there are ways I can include this in my production from using
quotes or images for my Instagram account or even hashtags.
• Models some as young as 14 are often scouted from the street before being whisked away to work in a country that doesn’t
speak their native language with no preparation, training or advice. Which many end up in debt and in vulnerable positions
without support or help. The fashion industry has a long history of financial, psychological and physical abuse of young
underage men and women which they receive no training whatsoever; no preparation for potentially dangerous working
environment.

30. Renee Peters, 28
"Every day that you’re working as a model, you’re objectified somehow.
You know, if it’s just a simple term of you being a 'mannequin' or a 'model,'
like you’re not actually a person and you’re just a vehicle for the clothing
or the makeup or the hair. And then sometimes it’s even like sexual
harassment. I had one guy who wanted my nipples to look hard for the
shoot. He literally just grabbed my nipple and was like, 'See, we need it to
be hard.'"
"When I first started modelling, there was only about one spot for
a black girl in a fashion week show. And now there are about two
spots in a show for black girls out of maybe fifty. Some shows
don’t even use black girls at all. I feel like they didn’t even see
black girls at the castings. Especially when I was in Paris, I
would speak to other models and I would have about thirteen
castings or twenty castings and the white girl would have like
Diandra Forrest, 27
Models Quotes:

31. What Influence Does Instagram
Have In The Fashion Industry?
• Social media is on the rise and it continues to influence users ‘buying
habits’. One of the most influential social media platforms is Instagram
which Instagram is no longer a platform for sharing pictures and videos,
it is a marketing tool that brands are utilizing to accelerate market
penetration. Companies are embracing Instagram as a marketing tool to
engage with their customers, promote new collections and showcase
their portfolios.
• The outreach to Instagram grows very rapidly, what gives Instagram its
influence is the number of people who are signed up on the platform-
more people can view product promotion videos and pictures As more
people continue to register with Instagram, it means that more people
can view product promotion videos and pictures. Instagram uses
targeting features like interests, locations, demographics, and behaviours
to deliver relevant information to the right audience. For instance,
targeted marketing campaigns by high-end fashion companies enable
them to reach their audience conveniently via Instagram. Unlike YouTube
or Twitter, Instagram is primarily a visual image based platform. When it
comes to influencing shoppers, whether for clothes or other purchases,
visual appeal plays a big significant role. High-quality product
photography helps ensure that shoppers have plenty of purchase choices
by offering more in-depth details that allow them to make informed
decisions, Many people no longer want to read long text and captions
associated with adverts. Instead, they want to quickly visualize a
product, see what is available online, and take a look at the latest fashion
trends.

32. The Role Social Media Plays
In Mental Health:
• In todays world many of us rely on social media platforms such as
Facebook, Twitter, snapchat and Instagram to find and connect with each
other. for a technology that’s designed to bring people closer together,
spending too much time engaging with social media can actually make
you feel more lonely and isolated—and exacerbate mental health
problems such as anxiety and depression.
Positive aspects of social media:
• Communicate and stay up to date with family & friends around the world
• Find new friends and communities; people who share similar interests or
ambitions
• Join and promote causes- raise awareness on important issues
• Find an outlet for your creativity and self-expression
Negative aspects of social media:
• Inadequacy about your life or appearance
• Fear of missing out (FOMO)
• Isolation
• Depression and anxiety
• cyberbullying

33. Meanings:
• Inadequacy about your life or appearance- even if you know that images you're viewing on
social media ae manipulated they can still make you feel insecure about how you look or
what's going on in your own life. , we’re all aware that other people tend to share just the
highlights of their lives, rarely the low points that everyone experiences. But that doesn’t
lessen those feelings of envy and dissatisfaction when you’re scrolling through a friend’s
airbrushed photos of their tropical beach holiday or reading about their exciting new
promotion at work.
• Fear of missing out (FOMO)- While FOMO has been around far longer than social media, sites
such as Facebook and Instagram seem to exacerbate feelings that others are having more fun
or living better lives than you are. The idea that you’re missing out on certain things can impact
your self-esteem, trigger anxiety, and fuel even greater social media use. FOMO can compel
you to pick up your phone every few minutes to check for updates, or compulsively respond to
each and every alert—even if that means taking risks while you’re driving, missing out on sleep
at night, or prioritizing social media interaction over real world relationships.
• Isolation- . A study at the University of Pennsylvania found that high usage of Facebook,
Snapchat, and Instagram increases rather decreases feelings of loneliness. Conversely, the
study found that reducing social media usage can actually make you feel less lonely and
isolated and improve your overall wellbeing.
• Self-absorption- Sharing endless selfies and all your innermost thoughts on social media can
create an unhealthy self-centeredness and distance you from real-life connections.

34. Using Instagram for Business-Interview
FASHIONYFAB
• When looking for background research I found an interview online which relates towards a
women who own a business through Instagram.
Maru is the owner of Fashiony Fab, a design studio focused on providing branding and web design
with style for bloggers and entrepreneurs which she focuses on web and graphic design from a logo,
websites, stationery, social media graphics, everything needed to maintain a cohesive style. Maru had
began her passion for business when she first created her blog, sharing posts about fashion and
lifestyle I believe blogs are a great way to find other people in the world who have the same sort of
interests as yourself and are create to include onto websites for people to base their own opinions on
a brand and also begin getting involved in web design and changing the look of her blog she soon
made a career change and went back to studying and learning everything about graphic design and
launched Fashiony Fab as a design studio 2 years ago.
The biggest struggle for Maru was reaching her target audience “I tried every tip out there and they worked for a while, but I
decided to invest in a course by Alex Tooby and that’s when everything just clicked". Providing valuable information to them
is the best way to keep your followers engaged and reach more and more each day, Instagram can really help a business and
Maru always try's to focus on not just promoting my brand but also add some value to each photo she shares that way in
which you are growing your community and make sure you get the right engagement. Searching hashtags would be a great
piece of advice for a business because that is how your target audience will find or acknowledge you.

35. Topic summary
• My topic research has provided me with information behind the industry's of
both fashion and social media it has given me a more open view on this and
makes me understand the causes and effects it can have through my own brand. I
have learnt that before I am posting on my social media I have to be cautious as
to the meaning behind the post or if it could have an affect to my audience well
being or mental health as this is important to me and something I will be focusing
a lot on for my brand. This links in with my role towards my brand which is body
positivity and feeling confident and good in yourself whilst wearing my brand by
doing this I will include positive and happy life quotes and my models will look
and feel confident in the clothes, my audience will feel a lot closer to my brand
as I am trying to achieve a positive attitude to social media through the use of
photography and creative text I will include. Furthermore, from this topic
research I was able to find interesting tips I can use from “using Instagram for a
business” and how I will appeal this to my audience type.

36. Production

37. Tips with selling clothes online
looking through YouTube I found videos which are useful towards my theme of production
• This was produced by sizely and included a short video.
• Choose the name of your store well: Think about what you are going to sell and name your store accordingly. You can use your own name or
stick to the brand you are going to sell.
• Pick a niche: You can’t cater for everyone, and you probably shouldn’t! Choose one or two particular types of clothing you want to sell and
stick with it as much as you can.
• Source clothing: Where are you going to get your inventory from? Thrift stores, your own wardrobe, brand new wholesale are some places you
could begin.
• Take brilliant photos: Once you have some clothes, start talking photos. I highly recommend using a good camera to do this. Hang clothes, do a
flat lay or model them — there should be photos of the front, back, any detailing (such as fancy pockets, a special printed pattern) and any
flaws.
• Sell yourself: I routinely post ‘Check out my other items’, with a clickable link to my listings in each item description. Customers might want to
bid on multiple items for combined shipping, or because they love what you’re selling. You can also use social media to promote sales —
Facebook and Instagram are both good options.
• Write a killer description: Imagine your buyer is only buying from your written description — pretend they can’t see the photo. Describe it in
detail. If you’re unsure of what type of sleeve the top you’re selling has, you can really easily research using Google. There are plenty of
pictorials describing styles of clothing and writing a killer description can yield additional sales.
• Interact with customers: Customers will ask lots of questions; happily respond. Even if they don’t buy this time, they might the next. Ideally, try
to respond within 24h, the faster you can respond to the better the customer experience
• From the video I found that you have to take your photographs as if there is no written description and you have to take a few images such as 3
which will be the best ones to show of any type of clothing- meaning avoiding flash and using natural lighting instead with plain backgrounds
this is something I have already decided I will be doing for my production, they key to the best outcome to the brand depends on how high
quality and good the outcome of the photos are.
• https://youtu.be/jiJ7fcQfChw

38. Ultimate Social Media Strategy for Fashion brands
• https://youtu.be/ViCbpaNQpTQ
• Using YouTube again I found different strategy videos which relate towards using Instagram for a brand and how to be
successful within this industry.
• Instagram is very successful with brands and is such a powerful driver for more customers and more sales, as social media
such as Instagram is free you do not have to essentially pay for the advertising which you are creating.
• A lot of brands beforehand begin by creating an account which they just post mood boards and such to gain an audience
(posting aesthetic photos which link or relate towards your own brand) therefore when you begin to post your brand you
already have that pre audience who will be interested.
• To get more sales this doesn’t always meant that you have to sell, sell and sell in fact you need to mix up your content which
will grow your brand and content which sells and a fine balance between all of this therefore you wont turn people off
which links with my research existing products because I spoke about wanting to include other random bits to my Instagram
content such as nail art or random quotes to gain an audience.
• Good engagement= helps Instagram algorithm
• You have to make sure you are figuring out your branding strategy which is very important (meaning to make sure you
schedule everything ahead of time)
• When posting on Instagram you MUST be consistent with photos and maybe plan out beforehand what you will post in time
phrases, as the more engagement you receive the more the algorithm will like you-post content which will boost you msi
(meaningful social media interaction)

39. Create The Asap Rocky Grainy look With Your Mobile
Phone
• As I will be editing most of my photography I decided I liked the older effects which includes grains and lower lighting I found a
tutorial on YouTube which has the same sort of effects I was looking for.
• 1. make sure you are taking the picture in low lighting preferably night light- with the flash on when taking the picture.
Using the free lightroom app which I do already have downloaded, you then
click onto the curve section which we are recreating this curve as it is, so on
the bottom left side shadows you then pull them up and pull down right
next to it to create a little flat line on the left, next moving onto the lighting
and different types of exposures which I have screenshotted below from the
video- this adds a lot more of a darker contrast to the image with certain bits
of lighting still being the same it makes the image as a whole stand out a lot
more.
These effects are easy to navigate and I have used this
app before so I will be able to locate this quite easily, as
you can see below the difference which has been made
after just adjusting a couple of different exposures
Which shows that they make
a huge difference when it
comes to editing.

40. • Then moving onto both the colour mix and lighting vibrances which are all
mostly high because this will bring out the smaller details of colours which are in
the photograph, I like this idea because a photo can be dull and by editing you
are able to pull out those colours to be the main focus. Using the clarity tool
which pulls out the crips of the photo with any harsh lines to make the image
stand out a lot more.
• The main ingredient from this editing is the grain tool which gives the whole
effect to the image this needs to be boosted up by a lot (around 63) and also the
size of the grain (51) to create the roughness all the way up. Therefore now you
can really see the grain layering to the image shown below.
After this you are able to add the last touches
which is choosing the highlighted colour as
purple and pinks are recommended to bring
through to the image it adds that extra tone.
https://youtu.be/xgP6bkB21hI
From this tutorial I can see that not much editing is needed to change an image
up or achieve that grain affect. Lot of grading balance is needed when balancing
out an images colour schemes which I have now learnt from this. Included with in
my production work I can look into this type of editing either using this app or
others (even the normal camera I phone editing) to add such exposures which
will sharpen up the images and add that extra bit.

41. Production Summary
• Lastly, my production research has provided me with new editing skills and
technique's I didn’t know of before such as using an app to edit my photography
through a mobile phone which is a lot more convenient for me as I would
normally stick to photoshop however, I feel lightroom has a much wider range of
tools I can use. The grain tool is a tool I have discovered from this research and I
wan to include this into my photography editing a lot this is because it matched
the type of theme I am achieving through my images. I have also been able to
find strategies which are interesting to me because these will help me achieve my
desired ‘perfect Instagram page’ which I have been planning together. Overall, I
believe this production research has helped me a lot with the development of my
idea as I now have a lot ahead of me for my production.

42. Bibliography
• Sehl, K. (2021). Instagram Demographics in 2021: Important User Stats for Marketers. [online] Hootsuite Social Media
Management. Available at: https://blog.hootsuite.com/instagram-demographics/.
• Salman Aslam (2019). Instagram by the Numbers (2019): Stats, Demographics & Fun Facts. [online]
Omnicoreagency.com. Available at: https://www.omnicoreagency.com/instagram-statistics/.
• hookagency.com. (2021). 50 Web Design Statistics for 2022 That Will Blow Your Mind. [online] Available at: https:
//hookagency.com/blog/web-design-statistics/ [Accessed 3 Mar. 2022]
• Common Thread Collective. (n.d.). 10 Trends Styling 2021’s Ecommerce Fashion Industry: Growth + Data in Online
Apparel & Accessories Market. [online] Available at: https://commonthreadco.com/blogs/coachs-corner/fashion-
ecommerce-industry-trends#fashion-ecommerce-trend-market.
• Orendorff, A. (2021). The Ecommerce Fashion Industry: Statistics, Trends & Strategy. [online] Shopify Plus. Available at:
https://www.shopify.co.uk/enterprise/ecommerce-fashion-industry.
• Ouellette, C. (2019). Online Shopping Statistics You Need to Know in 2020. [online] OptinMonster. Available at:
https://optinmonster.com/online-shopping-statistics/.
• www.retail-insight-network.com. (n.d.). UK shoppers turn to social media to discover and buy new products. [online]
Available at: https://www.retail-insight-network.com/features/uk-shoppers-turn-to-social-media-to-discover-and-buy-
new-products/.
• ASOS (2018). ASOS. [online] ASOS. Available at: https://www.asos.com/.
• Magazine, V. (n.d.). Models Speak Out on the Ugly Side of the Fashion Industry. [online] Verily. Available at:
https://verilymag.com/2017/09/new-york-times-models-speak-out-on-objectification [Accessed 10 Mar. 2022].

43. Bibliography
• Anon, (2020). What Influence Does Instagram Have In The Fashion Industry? | Fashionisers©. [online]
Available at: https://fashionisers.com/2020/11/19/what-influence-does-instagram-have-in-the-fashion-
industry/.
• #TOGETHERBAND. (n.d.). This Model Is Exposing The Ugly Truth Of The Fashion Industry. [online] Available
at: https://togetherband.org/blogs/news/ekaterina-ozhiganova-model-law.
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https://www.helpguide.org. Available at: https://www.helpguide.org/articles/mental-health/social-media-
and-mental-health.htm#:~:text=However%2C%20multiple%20studies%20have%20found
• www.creativeandcoffee.com. (2016). Using Instagram For Business: Interview with FashionyFab - Creative
and Coffee. [online] Available at: https://www.creativeandcoffee.com/using-instagram-for-business-
interview-with-fashionyfab/ [Accessed 31 Mar. 2022].
• Sizely (2020). 20 Tips for Selling Clothes Online. [online] Medium. Available at:
https://medium.com/@SizelyApp/20-tips-for-selling-clothes-online-8d2c681fb4ce [Accessed 29 Apr. 2022].
• www.youtube.com. (n.d.). ULTIMATE SOCIAL MEDIA STRATEGY FOR FASHION BRANDS IN 2021 (Use this now
to see results!). [online] Available at: https://youtu.be/ViCbpaNQpTQ [Accessed 16 Nov. 2021].

44. My Overall Thoughts…
• From my research I can take that I have learnt a lot of newer things which I didn’t know
before hand or certain skills I can now use in my production and link back to this in my
reflective journal. This links to potential problems which could occur in my production
such as not including certain parts of the editing skills I have learnt through my
production research or new techniques I have found from existing products such as
layout plans or certain colour schemes they have included which could appeal to my
audience range. Furthermore, this could also be changing my plan when it comes to my
production or deciding I don’t want to include certain ideas I had gained from this
research, this would mean I would have to look back upon my research and change
certain aspects. Being able to have this type of equipment is important for the editing to
my production (photography) such as my phone or things like a laptop because without
this, this would be a potential problem which would need solving. I am happy with all the
research I have gathered, and I can link back to my production when I include things I
learnt from this PowerPoint.