Chosen Brand

Why H&M?

The brand that I will be creating my fashion film for is H&M. I have chosen H&M as I work for them I am aware of the brands values and expectations which I believe will benefit me in the production of making a fashion film for the company. They are a worldwide famous company with multiple stores, they are continuously creating more and more advertising campaigns. Whether that be fashion films, photoshoots, posters etc, all year round they have some sort of advertisement to show the public the latest fashion trends and what they have to offer. They stock Womenswear, Menswear, Childrenswear, Accessories and Homeware therefor there are lots of different areas within the company that I can incorporate into my fashion film.

What is the message? The Brands Ethos

H&M are a sustainable brand, the ethos behind H&M is to produce fashionable clothing of a high quality in the most sustainable way possible. The stores have collected more than 55,000 tonnes of clothing for reuse and recycling since 2013. Every year the brand releases a new Conscious Exclusive collection.

“Designed with the style- and conscious customer in mind, this cutting-edge range of environmentally friendly pieces represent the very latest in sustainable fashion.”

As this is a very important area within the company this is something I could concentrate on involving into my fashion film which will reflect the brand and its ethos. With this in mind it will hopefully raise more awareness of sustainability, that you shouldn’t throw your clothes away into landfill. You should take them to your nearest store so that they can be recycled into something new. By being more eco-friendly and helping the company grow as a sustainable brand you will receive a £5 voucher for every bag of unwanted textiles you recycle at the H&M Stores.

Are there any inspirations? Does it reflect the brands prior promotional activities?

The film will reflect the brands previous promotional film ‘Bring it on’ based on recycling and reusing old clothing and unwanted textiles. It’s a very fun and outgoing film encouraging people to recycle, not to chuck their unwanted clothes away to landfill anymore. To be sustainable and to close the loop in fashion. This is what I want to include into my fashion film as it is something I am interested in.

The creative team that will need to be involved to create the film:

• Film / Photographer

• Creative Director

• Stylist

• Hair / Makeup Artist

What role will the film play as part of a campaign – and what is it’s positioning, marketing and how would it be publicised?

The fashion film would be publicised on social media websites such as Facebook, Twitter, Snapchat and Instagram. Instagram and Snapchat have the opportunity of publicising videos on Instagram and Snapchat Stories which would be a great way to interact with the consumers allowing them to watch the film as and when they like. Social Media is a great way to publicise a fashion film as it can me be watched on multiple devices, however many times they like. The videos can then be share, reaching more and more people who could then take an interest in the brand. There could also be a possibility of it being shown as an advert on TV, in between different TV Shows and Programmes which I believe the consumers of the brand would be watching.

What are the advantages and disadvantages of creating a film for your brand or designer?

The advantages of me creating a film for H&M is that as the company is so diverse when it comes to who their target market is, I have a wide choice as to who I could include in my fashion film. From young toddlers to middle-aged adults, all ages are consumers for the brand. All of the advertising campaigns are very fun and outgoing therefor it will be a fun and enjoyable fashion film to shoot. Also, any kind of advertising and campaigns raises more awareness of the brand to appeal to a wider audience of potential consumers of the products. However, there are also disadvantages which would follow with me creating a film for H&M which would include; as there are multiple fashion films being released every season for the company there are many expectations the film would have to live up to. It would have to be in keeping with all of the previous films created by H&M, which will be difficult but will turn out great if it all goes to plan.