PROPOSAL

Mango is a worldwide company founded in 1984 and based in Barcelona. They aim to dress the modern woman for her everyday needs and this is the key to their success. They're also very environmentally conscious and make an active effort to consider the effects of their manufacturing and how they can subsequently reduce these, by cutting the amount of hot water they use etc. 

Mango's prices range from £5.99- £350.

Their typical customer would be aged 28, European, have a strong interest in fashion and culture, with a monthly disposable income of at least £250. 
My customer, Elisa, has a relatively high disposable income, strong social media presence and a desirable lifestyle.

Considering their target market, their website is very minimalistic and savvy, emphasising their current campaigns on the homepage. They're also active on Instagram; updating regularly with new garments and advertorial images. 

To recreate this for my campaign, I want to create at least 2 landscape banner images for the homepage and the top of the campaign page, then 8 other images displaying multiple looks and still lifes from the location. 

Mango uses vast open spaces and natural landscapes for a lot of their campaigns so I want to shoot in the New Forest either early morning or around sunset. 

Because of the location and lighting, I want to get a few shots of the shadows from the trees over my models faces/ the garments as Mango don't really do this, but it can be interesting to look at - and using the natural light works well with their brand. 

Natural shadows

Based on Mango's previous GIFS, I want to create my accessories GIF whilst on location with the background moving slightly and then have shoes moving in the foreground. 

Trial GIF to test movement

I want the shoes to fit with the same colours as my other images, so that the GIF can be placed within the images on the website. 

GIF board

Following on from the location and campaign colours being consistent with each other, I will be using earthy tones and some pattern and splashes of brighter colour - brighter pinks/ yellows to go with the more muted tones. 

Colour scheme for campaign images

2 main SS17 trends will be part of my campaign: Ruffles and sheer fabrics. 

To keep with Mango's style I also want to use similar hair and make-up techniques for my shoot - Natural, youthful and accentuate the natural shapes of the face. 

The models I use will be European looking and aged between 25/35 - similar to the Mango models and relatable to their target market.

From looking at their campaigns, I have considered some of the poses I would like to use for my shoot - they will be natural and not overly posed as this is similar to Mango's aesthetic. 

My website layout is going to be very similar to the Mango site: 

Homepage

When you click my banner image this will take you to the second page.

Collection page

I'm planning on having more than 6 images (possibly 8/10) - this is just the layout of the page. 

The images will have captions underneath of the garments and prices. 

The discover the collection button will lead to the e-commerce images of all the garments.