Focus group

 GEORGIA BURGESS 

Age- 19

Gender- Female

Race- White (British)

Occupation- Student

Location- Paris, France

ALICE TRAYNOR 

Age-16

Gender- Female

Race- White

Occupation- Salon Assistant

Location- Thorpe Bay

BETHANY OGUNFOLAJU

Age- 17

Gender-Female

Race- Black

Occupation- Student

Location- Chelmsford 

REGGIE TANSLEY

Age- 17

Gender- Male

Race- White British

Occupation- Waiter

Location- Thorpe Bay

ALBERT HALL

Age- 17

Gender- Male

Race- White british

Occupation- Student

Location- Southend-on-sea 

ELLA LEWIS

Age- 17

Gender- Female

Race- White british

Occupation- Student

Location- Southend-on-sea

Audience Research

This brief is aimed to target a 16-25 year old middle and up market audience of style-conscious people.  

According to 'Business of fashion'- Get-Z and fashion is the 'Age of Realism'. The BoF insights explores Gen's significant influence on fashion, with its generation having a purchasing power of 360 billion in the US. Get-Z clearly values fashion for boosting confidence and shaping identity. The research shows that in order to engage Gen-Z, fashion companies must focus on communications, style, communities and brand evolution. 

Fashion trends for 16-25 year olds 

Current trends blend nostalgia with modern influences, emphasising individuality. Popular trends include:

1) Y2K arrivals: Early 2000s styles such as low rise jeans, chunky trainers, baggy trousers.

2) Streetwear: Oversized hoodies, graphic tees.

3)Sustainable fashion: Interest in eco-friendly brands, thrift shopping etc.

4)Dark academia: Gothic influences featuring tailored blazers ad plaid skirts in earthy tones. 

Demographics:

Socio-economic status= Middle class and above( likely to be in education or early careers with disposable income or parental financial support)

Gender= Inclusive of all genders, though specific titles may appeal more to different identities.

Ethnicity and diversity= Diverse as this generation values inclusivity and representation.

Psychographics:

-Style-conscious: Interested in fashionn aesthetics, beauty trends, design and personal branding.

-Tech-Savvy: Constantly online and active on social media platforms such as tiktok and pinterest.

-Value driven/Environmentally aware: Interested in sustainability, ethical fashion and social issues such as gender equality, diversity and mental health.

-Trend- focused: Keen on staying ahead of trends in fashion, music, lifestyle etc...

What this audience engages with:

-FASHION INFLUENCERS AND BRANDS- Hailey Bieber, Emma Chamberlain, Bella Hadid

-MUSIC ARTISTS- Billie Eilish, Tyler, the creator, Olivia Rodrigo, Taylor Swift

-VALUES- Social justice, mental health awareness, body positivity

-PLATFORMS- Pinterest, Instagram, Youtube

THEY WANT:

1- Authentic, diverse representations

2-Interactive content

3-Aesthetic appeal

4-Social media integration- BTS

Media NEA Brief- initial ideas

Initial Ideas:

I will be doing the magazine and online and here are some of my initial ideas-

1)  High end fashion magazine- will focus on the fusion of high-end fashion with sustainability, advocating for conscious consumerism in the luxury industry. This will target the young audience- a group of socially aware consumers who care deeply about the environment and social impacts of the fashion industry.

2) High end fashion magazine that explores intersection of high fashion, wellness, and the film industry. It will focus on how fashion can serve as an extension of self-care and expression. It will investigate how fashion and film intertwine to influence both mental well being and personal style-focusing on how it can shape our identities and emotions. 

3) A high-end fashion magazine that focuses on how style mirrors societal issues but also acts as a medium for activism. The magazine will focus on how fashion designers, influencers, and the general public use style to challenge stereotypes and raise awareness. Shed light on how fashion and beauty  can be a form of protest, empowerment and social commentary. 

Here, is an example of what I imagine one of my front covers to look like. I want to emphasise women empowerment through fashion whilst challenging conventional gender stereotypes, particularly in the workplace. It will comment on societal issues through the use of fashion.

Intertextuality through cover lines- 

'From Wall Street to Boardroom: She's the wolf now"

'She's the Wolf of Wall street- Breaking the glass ceiling once and for all'

Another idea for a front cover is use of fashion in terms of celebrating cultures. This could include cultural outfits and accessories.

Another idea for a front cover would be sustainable fashion and encouraging sustainability and thrift culture. The cover would be of an outfit completely ethically sourced perhaps from a thrift shop. The magazine will discuss supporting eco-friendly brands with a strong focus on reducing fashion waste. 

Another possible idea for a front cover would be a style and sound cover- merging both fashion and music culture together. This would cover on stage outfits etc...