As I have identified a gap in the market and solidified my plan to fill that gap through a lot of research, I have now moved onto the developmental process of my FMP.
Throughout this book, I will be documenting the development of my project from creating a content plan, to creating vision boards and croquis mockups of what I envision the final image to look like etc. And finally, In this book I will also look into how I can make the social media campaign interactive as a way of enabling the audience to be involved with the campaign.
It is my intention to fill the contents of this book with everything related to the development of my FMP after my research, the outcomes of the this developmental process can be found in the final 2 books.
As you can see on the previous page, I have included a screenshot of my business Instagram account for the social media campaign to portray how it will be engaging and interactive for the target audience.
In terms of engaging, I have a plan for this campaign, which will be visually portrayed through the content plan in this book, this plan involves creating engaging content that the audience will connect with, to do this, I will create poster like graphics with photos of the model from the photoshoots with body positive and inclusive quotes that will make the audience feel more valued and accepted into this new community space within this market. This campaign will be about welcoming all body sizes and shapes.
In terms of interactive, as this campaign has been curated to trial how I could implement this concept into my business in the future, I have created a hashtag #sourcedforyoursize with the intention of this creating a community of likeminded individuals who all connect with this idea, this hashtag would create user generated content and this can be seen when you click on the hashtag where you would find customers posting pictures of themselves in their #sourcedforyoursize fits, again as this campaign is just a trial, I am merely exploring how this would be interactive if I was to implement this.
As mentioned, I am creating mockups of what my project would look like if it was real - what it would look like if I introduced size inclusivity into my business in the future. The hashtag #sourcedforyoursize creates this community of individuals that want to be a part of this community. As you can see on the next page, I have created a mockup of user generated content underneath the hashtag.
I have taken screenshots of mid size and plus size influencers from their Instagram and collaged them together to create what this community would look like, with the top three posts being the model for my project.
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FIGURE 2
As I move onto the next stage of development for my FMP which is the Brand Management Module, I will start putting my ideas into practice to get the project moving towards the production process. To prepare myself for the production of the campaign, I will be creating multiple vision boards for inspiration and to formulate an idea of what I would like the final photoshoot to look like. As you can see on the previous page, I have already put together a vision board of what, in my head, I would like the shoot to look like, and as you can see, these images display a very minimalistic vibe and that is something that I have taken forwards into my FMP.
As of right now, for the final photoshoot, this vision board includes images of what I can picture the final shoot to look like. The elements that I have depicted from these images that I will take forward into my shoot is mainly the vintage and minimalism element. I want to incorporate the vintage element into my imagery as my brand is a vintage clothing brand and so, the clothes I source from the charity shops will be vintage and for the photos and marketing film, I would like that to follow on with the vintage theme, seen as that is what my brand is built around.
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To curate the vision boards for the test shoot, I drew inspiration from a vintage clothing brand known as 733 Vintage as I was drawn to the vintage feel I get from looking at her brand pictures on Instagram and it has inspired me to recreate that vintage feel for my photos. On the previous pages you can see these vision boards, however, the vision board I am talking about can be found above the text ‘test shoot vison boards’. Aswell as looking at brand influences, I also browsed on pinterest and Instagram, specifically looking at some of my favourite influencers. In particular, I refined my search to look at specifics such as photoshoot poses, different photography angles, styling images and photoshoots with a vintage aesthetic. This is so that I would have direction of the shoot and can help the model and photographer so they can see my vision to put the photos together the way I envisioned. One pose that in particular, I directed myself was the lying down pose as you can see on one of the vision boards, I chose this pose as I thought it could be really effective. Overall, I wanted the pictures to reflect the models personality and how she naturally poses as I think that is important seen as she is the face of the campaign, and seen as my project is about the audience seeing how the model embraces, is confident and feels good in a mini skirt despite what the size label says.
‘IT’S ALL ABOUT FEELING GOOD
WEARING THE MINI SKIRT DESPITE WHAT THE SIZE LABEL SAYS’
To put all of this together, my plan is to get in contact with the model and ask for their sizing in different items of clothing and I will then plan a sourcing trip to the charity shops to find clothing that will fit the model and a style that fits into the same aesthetic I usually look for when sourcing new stock.
Once I have sourced the clothes in line with the models sizing, I will then start planning the photoshoots. Starting with the test shoot, my plan is to contact the model and arrange a date for the shoot, once that is sorted, I will bring along anything needed, such as the clothes for the shoot and any vision boards to help put the looks together. After the test shoot, I will then edit the photos taken and from there I can decide if something needs to change or if I need more clothes/different clothes to prepare myself for the final shoot. The test shoot is important for bringing my vision to life and ensuring that the studio space works well with lighting, the availability of the space and any necessary equipment. For the final shoot, I will arrange another sourcing trip to add more clothes to the collection so that when selecting my images after the final shoot, I will have a variety of different looks on the model to choose from for the final image. With further thought, I will be going on more sourcing trips to add more clothes to the collection as I want to make this project as real as possible seen as this is a test to see what it would look like if it became a new direction for my business, therefore, having a collection of clothes is necessary for showing what it would look like if I was to drop an exclusive #sourcedforyoursize collection.
To further the development of my FMP, I wanted to create some croquis’ of what I envision the final image/shoot images to look like. As you can see, I have taken images of vintage clothes to portray this idea of the clothes I source being vintage to tie into my business. Vintage clothes are necessary as part of the objective of this project is to change perceptions surrounding vintage clothes sizing and the stereotypes of the type of clothing belonging on a specific body size/shape, like mini skirts for example.
Having developed my work into croquis’, I wanted to point out that the clothes that appear on each croquis won’t be the exact clothes that will appear in the photoshoot as having mentioned before, you can’t be picky when it comes to sourcing vintage clothes with regards to the type of clothing/sizing you are looking for. The croquis’ displayed on these pages merely act as an example of how I want the outfits to look.
Having been on the sourcing trip to my local charity shops, I have picked out a total of 2 outfits that match the look I was aiming for, these 2 outfits can be seen on the next page, and then the following pages show what the outfits look like as a croquis. I was unfortunate in the trouser department as I couldn’t find any that were vintage so I had to stick with the mini skirt to put both outfits together. However, I was lucky in some respect as I had wanted to source a mini skirt for my photoshoots as the mini skirt is an item of clothing from the 2000s that would definitely challenge the ideals of beauty and body image by having it modelled on a plus size model. My intention with the mini skirt is for the audience to see a plus size girl wearing a mini skirt and looking good and feeling confident in it. This is all about embracing how ones body fits into the mini skirt and encouraging plus size consumers into thinking that mini skirts look good on plus size body shapes and sizes too.
For the 2 tops, I was very happy to find them as I think they immediately give off a vintage 2000s vibe, especially the red t-shirt that spells out Irresistible. I wanted to source clothing that I would usually source for my business as this is the type of clothes I would want to source for this if it was a part of my business. For the 2 bags, I sourced these on my second sourcing trip and again I was immediately drawn to them, I wanted to source bags to complete the looks and to experiment with styling accessories aswell as the clothes, as you can see my inspiration for how I want the 2 outfits to look on the model can be seen in the next few pages, I created a croquis of these outfits for the purpose of it giving me a vision of how this would look on the model.
For the final shoot, I wanted to plan out the photoshoot from outfit inspiration to styling inspiration and polaroids and poses. So I created vision boards for all of the above to ensure that the photoshoot runs smoothly and so I know what I’m doing when shooting. Prior to the final shoot, I needed to source more clothes to add to the size inclusive collection, so I put together an outfit inspiration vision board, as I find that it’s much easier to source second hand clothes when I have a vision in my head or some inspiration to go off. As you can see, I have included images of outfits that I like and would source, however, with second hand vintage, I knew that I wouldn’t be able to source these exact outfits as it can be very hit and miss with vintage shopping. I thought that it would also be relevant to include the outfit inspiration vision board as these are the kind of clothes I would be looking to source when introducing size inclusive clothing into my business in the future.
As you can see, I have also included a styling vision board to help with styling the pieces together to make the outfits, again, I didn’t source the clothes in this vision board as it is dependant on what I can find when sourcing, however, I did use it as inspiration for styling and for poses for the model to use in the photoshoot.
As this was the final shoot, I wanted to add more to the shoot rather than just having the model stand in one position doing different poses, similar to the test shoot. As an added extra, I decided to bring along my polaroid camera to add some physical polaroid images to the collection, and as you will see on the following pages, I have curated a vision board of inspiration for taking pictures on a polaroid camera. With regards to what I said earlier about having the model do different poses, with my poses and styling vision boards, I took a lot of inspiration from action shots and decided that this was something that I wanted to incorporate into the final shoot. I thought that action shots could be an interesting way of telling the story and I also thought it would make the images look more put together and complete rather than having the model do random poses that don’t really reveal details of the story. I wanted these action shots to tell the story of the character (model) and their personality, telling this story is something I will cover later on. As you can see from the poses vision board, I have taken on the Y2K aesthetic with the chosen images, as that is the aesthetic I wanted to portray seen as my business revolves around selling Y2K clothes.
As you will see on the next few pages, I have included the clothes that I sourced for the final shoot. From the test shoot, I found there to be a gap that I wanted to fill for the final shoot, and that gap was that I didn’t have enough clothes to shoot. As these clothes are a part of the #sourcedforyoursize inclusive collection, I wanted to source what I would source in reality. Referring back to earlier when I mentioned that low rise jeans and mini skirts have always been celebrated on smaller bodies, I wanted to source this exact style of clothing to change the narrative and perceptions surrounding this. The images on the next few pages also portray how I styled these outfits for the shoot.
When it came to sourcing these outfits, I sourced mainly on Vinted for the final shoot as I found that there wasn’t much choice in the charity shops this time, and there is much more choice on Vinted when looking for a specific item of clothing, such as low rise jeans. Similar to the test shoot, I made sure to source in sizes that would fit the model. For example, when sourcing the jeans, I made sure to source for the largest size the model gave me for jeans, as vintage sizing tends to be smaller than modern day sizing. All in all, with sticking to the #sourcedforyoursize concept, I think I did a very good job in making the plus size model feel valued and included in this market which is exactly what I wanted. My goal for this campaign was for the audience to see that we welcome and accept all body sizes and shapes into the second hand community as stated in the Instagram bio.
Aswell as curating vision boards for how I wanted the shoot images to turn out, I also did some research to gather some ideas for how I wanted to capture the footage for the final film. Rather than just capturing footage of the model posing, I knew I wanted to capture footage that would tell the story, for example, as you can see on the inspiration page, I have taken some screenshots from videos that I used as inspiration for the final shoot. With regards to my project having a Y2K theme, I wanted to capture footage that would best tell the story of the model being the ‘Y2K it girl.’
When it comes to storytelling, I am drawn to capturing the small details to create the bigger picture. From the images on the next page that feature the phone, and the girl looking at herself in the mirror, I drew inspiration from these 2 images in particular, and I knew that this was the type of footage I wanted to capture.
As I have chosen to create a social media campaign to promote the concept for my FMP, I thought it would be important to create a content plan for the layout and structure of this. The reason why I thought this was necessary was for the reason of making it as professional as possible, to ensure the content I create reflects the objectives of this campaign and to also ensure that this content is directed towards my target audience.
I created this content plan on a grid in canva, and I have been adding new content to these grids throughout the module, making sure to stagger posting the content, as one of the objectives for this campaign was to slowly build up an audience of individuals that connect with this campaign, through revealing previews of the final outcome along the process. As I have learnt from posting TikToks to promote my business, posting previews of stock drops helps create demand and builds up hype for my customers, and this is something I wanted to transfer to this campaign, the outcome of posting previews will result in increased sales and more brand recognition. However, the desired outcome for my social media campaign, was to build an audience of targeted consumers who would want to buy into my brand if I was to implement size inclusivity into my business strategy.
As you can see from the content I have created, there is a focus on representation as that was one of my main objectives for this campaign. I have exhibited representation for the plus size community through the content, of which includes imagery from the photoshoots that I have since edited so that it is directed more towards the target audience, this imagery of course focuses on the face of the campaign whom is also a plus size model, and that has been the focus for exhibiting this representation and giving the plus size community the spotlight they deserve.
FIGURE 1: Megan Bradley. (2023). [Online Image]. Instagram. https://www.instagram.com/p/CqBmuersJyq/
Isabelle Coheen. (2021). [Online Image]. Instagram. https://www.instagram.com/p/CWtX7rwozF3/
Isabelle Coheen. (2021). [Online Image]. Instagram. https://www.instagram.com/p/CW_Vq5Xowt2/
Isabelle Coheen. (2021). [Online Image]. Instagram. https://www.instagram.com/p/CVIzcK_oEGu/
Katie Hoylee. (2023). [Online Image]. Instagram. https://www.instagram.com/p/CqfJyZmIybX/
Katie Hoylee. (2023). [Online Image]. Instagram. https://www.instagram.com/p/Cp20o0iIeyE/
Maddie Digital. (2023). [Online Image]. Instagram. https://www.instagram.com/p/CqCOQ2YL-31/
Maddie Digital. (2023). [Online Image]. Instagram. https://www.instagram.com/p/CosnaxWvaLf/
Maddie Digital. (2023). [Online Image]. Instagram. https://www.instagram.com/p/CoEFxOSMcfi/
Paloma Elsesser. (2022). [Online Image]. Instagram. https://www.instagram.com/p/ChuVsaSuNQX/
FIGURE 2: Isabelle Coheen. (2021). [Online Image]. Instagram. https://www.instagram.com/p/CVIzcK_ oEGu/
La Solitude Vintage. (2023). [Online Image]. Instagram. https://www.instagram.com/p/Cm9tORoLtbw/ [Untitled illustration of polaroids]. Pinterest. https://i.pinimg.com/originals/47/95/f9/4795f9ad12e33dee5965814a5e8169e6.jpg
Bella Hadid. (2022). [Online Image]. Instagram. https://www.instagram.com/p/CjqUKS3OUM3/
FIGURE 3: La Solitude Vintage. (2022). [Online Image]. Instagram. https://www.instagram.com/p/ CjfrguVtCqT/
La Solitude Vintage. (2021). [Online Image]. Instagram. https://www.instagram.com/p/CM_1VgNBuvL/
La Solitude Vintage. (2021). [Online Image]. Instagram. https://www.instagram.com/p/COSP1bTLJUv/
May Sterling. (2022). [Online Image]. Instagram. https://www.instagram.com/p/CmR-Z_JO9e2/
Saint Lovie. (2021). [Online Image]. Instagram. https://www.instagram.com/p/CVvtT1sN4Pg/
Susie Garvie. (2023). [Online Image]. Instagram. https://www.instagram.com/p/CnKqOIYqJxW/
FIGURE 4: Maddie Digital. (2022). [Online Image]. Instagram. https://www.instagram.com/p/Cfe85n2vlxa/
Maddie Digital. (2022). [Online Image]. Instagram. https://www.instagram.com/p/CgC_Uu8v2mp/
Maddie Digital. (2023). [Online Image]. Instagram. https://www.instagram.com/p/Cnx5TuSJjKF/
Maddie Digital. (2022). [Online Image]. Instagram. https://www.instagram.com/p/ClMj1tFSuEx/
Maddie Digital. (2022). [Online Image]. Instagram. https://www.instagram.com/p/Cjrf_d8rkSX/
FIGURE 5: Isabelle Coheen. (2021). [Online Image]. Instagram. https://www.instagram.com/p/CWtX7rwozF3/
Isabelle Coheen. (2021). [Online Image]. Instagram. https://www.instagram.com/p/CW_Vq5Xowt2/
Isabelle Coheen. (2021). [Online Image]. Instagram. https://www.instagram.com/p/CVIzcK_oEGu/
Privee Affair. (2023). [Online Image]. Instagram. https://www.instagram.com/p/CoUajo1N72L/
FIGURE 6: With Jean. (2022). [Online Image]. Instagram. https://www.instagram.com/reel/CiZIrsaDXjb/
Peachy Den. (2023). [Online Image]. Instagram. https://www.instagram.com/reel/CoIO76cKQb6/
Peachy Den. (2021). [Online Image]. Instagram. https://www.instagram.com/reel/CW5vkCBqU0M/
