Lida Gholami
Klaudia Tobiasz
The Synopsis
The topic of the article
We decided to write an article about Trash-Couture Company and its products. Our focus is
mainly on sustainability phenomenon that we perceive as an advantage of the brand we
present. Our purpose was to promote Trash-Couture in the article, in the sense that we
introduce the philosophy of the Company as well as its style and goals. We also intend to
encourage the target group to get an interest in the Brand. We aimed in addressing the
audience in a deliberate and prudent way because, as we discovered during the writing of
our project report, we need to be cautious because - it’s a key to make our channel
successful.
The type and the place of publication
We designed the article for women’s monthly magazine which is distributed in Denmark
because it is the country where we want to promote the Company.
Target group
Our target group is women who are between 25 – 45 years old. As we highlighted in the
article, despite the fact that the Company’s creations are fashionable, artistic in expression
and sometimes very exclusive, they are also affordable for accessible for all kinds of women
of any status or social class.
The means by which the article appeals to the target group
The article appeals to the audience by many means. First of all, we mention that the dresses
created by Trash-Couture are designed for all types of women. In our project we found out
that the participants of focus group interview did not feel as the target group because the
Company’s creations seem to be luxurious and very expensive. However, we stress that the
dresses have an average price and therefore they are available for our readers. Moreover,
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our conducted research within the project showed that the pictures depicting models on
catwalk may have a discouraging effect on potential consumers. That is why, in order to
promote the dresses and possibly make our target group willing to make the purchase we
used the photo with nature in the background. We want to show our audience – both
through the photo and included facts about the philosophy of Trash-Couture – that the
Brand is sustainable and we want that to be perceived as an advantage. The woman
presented on the photo is wearing the dress by Trash-Couture so we want the target group
to get to know the products a little bit more. The second picture depicts atelier in
Copenhagen about which we mention. Both photos are in black and white in order to
highlight the vintage style. Another mean to do that is the use of language. The numerous
adjectives are supposed to help the reader to imagine which style is followed by the Brand.
Furthermore, we use quite simple language, inserting sometimes creative descriptions of the
dresses in order to bring the audience in the dreamy mood. We would like them to think
about fashion as something pleasant. At the beginning of the article we describe a little bit
cruel reality of fashion industries that are present in many western countries. By describing
the reality of fashion industries we want to catch the reader´s attention. Furthermore, we
want to describe the uniqueness of the company. We also want to persuade a little bit it’s
‘correctness’ in the fact of being sustainable, encouraging the audience to get an interest in
Trash-Couture, in general. Moreover, we used the names of the celebrities that are the
consumers of the company to influence the target group.. People may feel encouraged to
make a purchase because they want to be like them (like their idol, for instance). What is
more, we include the quotes of an expert in the article. It may give the impression of
honesty, reliability and truthfulness to our audience.
What is the target group expected to get out of the article?
We want the article to appeal to the particular audience it is targeting. Our intention is to
make them aware of the sustainability phenomenon in fashion industry. Showing them the
dresses designed for Trash-Couture we would like to convince them that changing the
attitude towards nature is worthy and valuable. The sustainable creations are not ugly as
people may think at first, but just -in opposite- they are very fashionable and fancy. Our
purpose was to make our audience ‘inspired by the dreamy, fairy-tale dresses to make a
change, a change not only in their style but in the environment too.
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