Task 6- Draft statement of intent

Statement of intent-

Brief chosen-

Fashion magazines- The task of constructing two distinctive editions of a fashion magazine, both comprising a front cover and a content page.

Product 1-

-For my magazine cover/content pages, I will utilise media language in order to establish a brand image of youth empowerment, which will appeal towards my targeted demographic group of ABC2s, between the age ranges of 16-25 years old. In the clutches of the modern market, I believe that street style fashion is a predominant style, but lacks body diversity, which is often homogenised. Designers can be seen inclusive where thin, white women are a central depiction of street style fashion. By constructing Dapper, I want street style fashion to be miscellaneously accepted through a range of women, irrespective of their ethnicity, body shape, and race etc. I will utilise a spectrum of flamboyant colours, which will suitable towards summer fashion trends and be more aligned with the youth. The flamboyant colours will follow on a 3 colour scheme, which will contemplate the centre image of my models. In terms of representation, one of my magazine cover will feature a Chinese model in her late teens, and a Bangladeshi model in my second magazine, which is also in her late teens. By featuring distinctive nationalities within my magazine covers, I want to address broader representational issues of diversity as; I believe that this subject matter is a prevailing stigma on the modern society. This issue has been touched upon a selection of fashion magazine companies like the Refinery 29, The Cut, Elle, and Teen Vogue etc. Both of my models will adopt a mid-close up shot, and gaze directly at the audience, in order to construct a mode of address which is powerful and friendly. This can be seen empowering and inspirational towards my targeted audience as, I am incorporating women who wouldn’t be highlighted through mainstream editorials, and provide a new feminist outlook of street style fashion. The mise en scene of my fashion magazine will be taken in two distinctive locations- street style graffiti mural and the studio. The reason why I have to chosen to utilise two distinctive locations, is because I want to portray street style fashion through a unique outlook and play around with the environment I am in. The cover lines will take on a minimalistic approach, which will be applicable to the context of street style fashion.  Through my cover lines, I want reinforce consumerist and feminist messages on my indicated issue, which is echoed above. I want the focal element, which is the model, to have a greater presence over the cover lines as; I believe adolescence will engage visually with the aesthetics than being dominated by the text. The content pages will consist of contemporary, fashion-forward elements, which will be sectioned below typical sub-headings e.g. regulars, fashion, features, and beauty. Under each sub-heading, a combination of relevant content will be incorporated alongside human interest articles to entice the younger demographic groups.  This will be relevant to my targeted audience of aspirers and Succeeders. 

-Dapper will be produced by W magazine company as; I believe the expertise of implementing street style fashion is seen comprehensive in this field than other fashion magazines. The methods, in which I would distribute Dapper, will be utilising the powerful platforms of social media e.g. Instagram, Snapchat, Twitter, and YouTube etc. Through these social media sites, I will ask several street style companies e.g. Misguided, New Look, and Monsoon etc., to publicise and sell my products in store and online. I will also ask street style influencers to do competitions and model the clothing on social media where the audience can win vouchers to purchase Dapper’s clothing, and receive additional gifts alongside it. On Instagram shoppable tags can be used where it is made easier for the audience to purchase items on the spot, and YouTube videos will be produced to show a clip of how Dapper instigated into a teen dominated clothing brand. In terms of brand merchandise, makeup and skincare products will be sold in street style stores as well as makeup stores like Superdrugs, Boots, and MAC etc. By forming synergies with brands, I believe Dapper and the collaborated brand will build a faster profit and recognition overtime as, the audience will be intrigued by this collaboration and buy the product as, the brand can be seen respected and favoured by the mainstream audience. 

Product 2-

-For my fashion magazine’s website, I will utilise typical codes and conventions, which will abide by the normative structure of what a website should comprise. This will consist of the original logo of my fashion magazine ‘Dapper’, menu bar, pictures of my models, and access to additional social media accounts etc. The menu bar will have a selection of distinct links, which will provide deeper context into news like ‘fashion’, ‘beauty’, ‘features’, and ‘regulars’ etc. In each link, the audience will be able to have access into their own preferred news. I will also try to integrate a selection of social media accounts like Instagram as; I believe it is significant to see the interpretation of street style fashion through a unique lens.  By showcasing a variety of distinct fashion styles, my audience will adapt an innovative mindset surrounding the ways they should dress. YouTube videos will also be comprised, which will have a walk-through through different street style garments in depth. 

The beneficial aspect of incorporating social media within my website will increase interactivity amongst my targeted audience as, they will be able to give feedback, offer constructive criticism, and suggest innovative ideas, which could entice more of the mass audience. This feature can be seen generic in several fashion magazine companies as, social media is seen providing a predominant voice to the youth. I will also include a subscribe link within my website as, subscribing to Dapper will give the audience an opportunity to have the exclusive edition of the print magazine and increase profits within the finance sector.

 In terms of the aesthetics of my website, I will abide by a neutral, soft-hued colour scheme as; my pictures of my models will have undertones of bright, flamboyant colours. I want to offset these colours by taking an altered colour route for my website. 

-For the production of my website, I will utilise the website creator titled Wix, which will help me to construct my own website. Wix is own for its simplistic and intuitive features, which again will come convenient for me as, I don’t have the expertise for this profession. The distribution of my website will be delivered to my audience through social media sites like Twitter, Instagram, and Snapchat etc. as, I believe these sites are more associated and updated with the youth. I will do this by 

Product 3-

-I intend to link both media products together by incorporating the generic conventions which are found amongst both media products e.g. logos, typefaces, and colour schemes, pictures, and layout etc. This will be convenient to implement amongst both media products as; my target audience will be able to identify the relation between both platforms. By doing this, I am constructing a signature style of Dapper, which the audience will already distinguish by its aesthetics. I will also allow my audience to have access to exclusive website content on the content pages; this exclusive content will be in a form of a narrative where the interviewer documents the day out with the interviewee. The interviewee will be the model in the front cover, which again will link to the magazine and create some form of synergy.