CoP Practical Idea Reasoning

My chosen idea is to create a publication that acts as a response to the burning of £28.3 million worth of stock from Burberry, due to their lack of willingness to change with their consumers.

This was a fact that I came across in the essay research that shocked me most. This response relates to the essay in terms of reacting to the way that brands can disregard their own stock in order to obtain one type of consumer and the way that through consumer's purchase into the brands gives them the power to have such detrimental actions which:

• Affect the environment.
• Affect others trying to enter the market.
• Prove they don't care about their consumer, nor the fact their consumer is a developing human base rather than someone who solely presents their brand values.

It also shows the way that even though, as the essay proves the consumer has power over how a brand should change and develop, the brands are craving for this power back. Rather than adhering to the way that consumerism works, where a brand must develop to retain an audience and continue to increase revenue, they simply change and destroy everything they have, to simply bring in a new type of consumer. Through buying into brands the consumer is giving the brands the power to deem this process acceptable, as they are endorsing a brand; which sees them as acceptable for a limited amount of time, once they are not appropriate they will be thrown away (just as their stock is each year). The magazine I will be creating will be aimed towards people who buy into these brands, and in turn, give the brands a chance to have power over their lifestyle they seem to be presenting. Through buying into brands, the person is endorsing that brands values, as much as they are presenting their own lifestyle, if a brand makes unethical choices, then that person is consequently making unethical choices by purchasing items from the brand. Therefore, the magazine will be aimed at targeting a brand-obsessed consumer into steering clear of brands, giving the power of representing themselves back to them, as the brands should be appreciating and taking into account; yet evidently are not. 

As my research has discovered this is not the only brand to do this on a yearly basis. Therefore, the publication will be aimed at the consumers of branded fashion warning them of the ways that fashion brands pull them in and using content to give a realisation that there is more to life than brands.

The book should fit into the types of publications that this consumer would buy but also take into consideration that brands aim towards a younger market, and have been doing so with them rebrands, in order to captivate their loyalty at an early stage.

In order for my publication to work, it must adopt a style that will appeal to this generation of consumer, in terms of a printed outcome. Therefore, it must take into account the other elements of this type of consumers lifestyle in order to become familiar and relevant to them. This may mean adopting the style of content from one magazine style and then a design style/visual language from another to create a hybrid product that will capture the audience’s attention.