Brand Opportunity report - Daily Paper by Ejide Tondu

FASH30014 The Contemporary Global Fashion Market Summative Assessment N0725971 Ejide Tondu Word count: 4,252

CONTENTS

Introduction 06 Brand Overview 08 Brand Story 10 Brand Values 12 Brand Mission 14 USP 15 Brand Health 16-19 Market Health 20 COVID 22 SWOT 24 Consumer Segmentation 26 Products 28 Competitor Analysis 30 Social Media 32 Collaborations 34 Trends 36 Opportunity 38-43 Conclusion 44

Introduction

This report presents the situational analysis of the clothing brand ‘Daily Paper’, it explores and identifies opportunities relevant to the development and growth of the brand. The current situation of Daily Paper will be conducted through an initial analysis of the brands current positioning within the market, helping to identify their key competitors, their core consumers, sourcing trends that are impacting the brand and discovering new opportunities. These findings will then enable a marketing and branding opportunity, which will be implemented to increase their overall marketing reach and strengthen its brand awareness.

Brand Overview

Before the age of Instagram, there were fashion blogs. In 2008, Daily Paper initially intended on providing further accessibility to streetwear fashion forecasts. This was achieved by fusing art, music and streetwear brands all in one blog space, to reinforce streetwear culture awareness. The blog was founded by friends Huessein Sulieman, Jefferson Osel and Abderahamne Trabini in 2010, and later established as a fashion streetwear brand in 2012. The Amsterdam-based fashion and lifestyle brand has successfully fused African heritage with modern design, which can be inferred by the wide international brand reach. Daily Paper appears on the luxury streetwear radar globally, by hosting pop-up events. This propelled brand exposure amongst the intended consumers. Daily Paper offered something fresh and original to streetwear culture, which the intended consumer’s desire. Furthermore, Daily Paper has also cultivated a loyal consumer group internationally and generated additional financial income by distributing their clothing from physical retail spaces; their 3 flagship stores and online multibrand stores.

Brand Story

Daily Paper began with the intention to capitalise on their African roots and moulding that into the contemporary products they make today. Daily Paper defines themselves as the DIY generation, displaying this through their innovative product range. Having witnessed the perplexed ideologies that African culture and being African wasn’t seen as something to be proud of. Daily Paper’s mission as a brand is representing their heritage and roots throughout every aspect of their brand. Fusing African and contemporary cultures has allowed Daily Paper to form the basis of their brand and put a positive spin on the negative perceptions of African culture.

Brand Values

Inclusivity: Daily paper centralizes its brand and marketing strategies on the integrity and inclusivity of diverse backgrounds.

Creativity: Focusing on individuality, Daily Paper prides themselves on their creative scope through visual and communicative vices. Expect the unexpected.

Unity: “Partnership, collaboration and empowerment are at the heart of our brand.”

Heritage: “We’re inspired by qualities, traditions and features that have continued over many years and have been passed on from one generation to another.” (Daily Paper, n.d.)

Brand Mission

“With the ability to cross borders and unite global communities, Daily Paper serves more than just a fashion and lifestyle brand but rather the voice of the youth. Through creativity and fashion, we aim to inspire young adults through education and setting an example of giving back. By cultivating the next generation of leaders, Daily Paper has attracted a tribe of multidisciplinary of creatives from all walks of life, a community of like-minded individuals who celebrate their roots and champion differences through inclusion.” (Daily Paper, n.d.)

USP

“If Daily Paper doesn’t represent Africa anymore, it has no meaning anymore.” (Daily Paper, 2019.) Inspired by heritage and made it our own. Consumers consciously start to build a connection and gain an understanding of the history and story behind Daily Paper. Consumers can connote emotional values to the brand, building a rich consumer base and community immersed within the realm of diversity, creativity and individuality.

Brand Health

In 2019 Daily Papers estimated revenue was £12.7 million (Growjo. com, 2019). This is a valuable figure for a brand with continued growth and expansion into new and current international markets. Through the development of their marketing and communication plans, this can be aligned with new marketing strategies to increase sales and strengthen global recognition. Fundamentally strengthening their positioning within the market and increase their market shares. In an overly saturated market, brands like Daily Paper must have strong brand recognition and brand awareness. It is evident from the quantitative poll, that Daily Paper has a low brand awareness specific to the UK. As shown in appendix 1, only 33% of the respondents had heard of Daily Paper and only 8% of those respondents had purchased from Daily Paper. This highlights a clear missed opportunity in the UK. UK Consumers aren’t aware of Daily Paper, this could be due to their marketing strategies and reach within this particular country. To achieve higher percentages within their brand awareness and usage, they could consider creating more region-specific marketing techniques, particularly in the UK market.

Brand Health

Daily Paper has previously made a mark within the UK, “following their dreams to become an international player, the streetwear brand launched their first ever UK pop-up in London.” (Appear here, n.d.). Daily Paper were initially unsure on the translation of their brand to a global audience but wanted to test out the expansion into a new market. The Shoreditch pop-up was very successful more than doubling their overall UK Sales (+300) and increased its UK online traffic by over +500%. Since the pop-up in 2018. Daily Paper used this success to launch within another geographical location; the US market with their flagship store and have ever since overlooked their UK market. There is a clear opportunity for Daily Paper to further its consumer base and strengthen its consumer loyalty within the UK market. This could be done through marketing mediums or a possible flagship store launch within the UK. Their Afrocentric aesthetic is not only conveyed within their clothing, but it’s translated through their flagship stores too. “We grew from a local Amsterdam-based brand to being sold in 29 countries in over 200 multi-brand stores” (Daily Paper, n.d.). Daily Paper currently has two Flagship stores in Amsterdam and a newly opened store in New York City as a means to expand into the US market. Solidifying a strong consumer base has been imperative to the brands marketing strategy as their brand heavily evolves itself around their consumers. Daily Paper applies a multichannel retailing method to their business strategy. In a bid to maximise sale profits and expand revenue retailers are now investing in multichannel capabilities (MacKenzie, Meyer and Noble, 2013). This enables brands like Daily Paper to meet modern expectations of consumer purchase. Daily Paper distributes its products through a range of different touchpoints to widen their approach to consumer reach. These touchpoints include their multi-e-commerce sites e.g., Selfridges, Harvey Nichols and Farfetch, including their website, their flagship and pop-up stores. Daily Papers traffic overview for their website shows they have an engagement total of 243.23K. The UK ranks second place for countries with the highest amount of traffic, holding 12.36% of total visits. Daily Paper should focus on retaining their credible bounce rate on their website, which is currently a rate of 32% (SimilarWeb, 2021).

+500% Increase in UK visitors to Daily Paper website

+300%

Increase of UK sales

1 Month On Shoreditch High Street

Market Health The European luxury fashion segment is projected to reach a value of £31.373 million in 2021, with the apparel segment holding a volume of £21.291 million (Statista, 2021). The top market drivers boosting the growth of the luxury apparel market are social changes, the rise of disposable incomes, a surge in e-commerce sales and growth in new emerging geographical markets. The increase of consumer preference to purchase luxury apparel from online e-commerce channels has encouraged many current brands like Daily Paper, to fully utilise their e-commerce sites. Daily Paper needs to focus on growing direct traffic to their website. This could be done through marketing means such as paid influencers or brand ambassadors to generate more brand recognition and revenue for their business as the “online sales platform is expected to exhibit the highest growth rate by 2023 in the luxury apparels market.” (Loomba, 2017).

Luxury Streetwear market Streetwear has reversed luxury’s trickle-down effect (Parisi, 2018). The streetwear phenonium has influenced many markets, trickling up from the streets. Daily Paper embodies many nuances of streetwear fashion and culture, from their designs to starting as a streetwear blog. Daily Paper specialises “in ‘street-couture’: casual wear that’s influenced by the concept of identity and unique African heritage.” (Daily Paper, n.d.). Streetwear has been appropriated by high-end and luxury fashion brands through collaborations or streetwear influenced collections. Department stores such as Selfridges have also acted in response to the popularity of this trend, housing fashion brands like Daily Paper and other acclaimed luxury fashion brands such as “Gucci, Off-White, Versace, Kenzo and up-and-coming cult labels such as A-Cold-Wall and Stone Island.” (Sender, 2019). Luxury brands are directing their business and marketing focal points on diversity. It has been increasingly important within the fashion industry for retailers to adopt and embrace this social movement. Luxury brands have been exposed and criticised for falling short when representing and promoting people from diverse backgrounds in advertising and marketing features. This is evidenced-based on the Mintel report on the upcoming luxury goods retail which states that “56% of people agree that there isn’t enough diversity in luxury advertising.” (Baram, 2019). Conversely, Daily Paper has stemmed its brands’ ethos and values off of diversity. Their marketing and advertising outlets consistently channel their message to encourage individualism, originality and diversity. Daily Paper differentiates themselves from the unfavourable connotations and narrative, that luxury brands lack diverse representation. Daily Paper implement this notion not just in their marketing, but across all parts of their business. This has assisted Daily Papers aim to connect directly with their consumers, “they are a blackowned, and they post content relating to black culture and I can totally relate with that.” (See appendix 2). Championing the idea of community. Daily Paper continues to inspire youth culture and influences the masses with their outlook on diversity.

“Streetwear Is The New Luxury” (Maloney, 2019)

COVID-19

An additional macro-environmental factor that’s been impacting businesses and the fashion industry is the COVID-19 pandemic, particularly the closure of physical on-site/ branch based retail stores. The coronavirus pandemic continues to heavily impact on luxury retail. “Luxury retail felt this disruption. Because of reduced mobility, especially internationally, sales to the industry’s primary customer base reduced significantly. Meanwhile, lockdowns around the world kept stores closed and shoppers at home.” (Duong, 2020). Luxury brands including Daily Paper had to update their business strategies to sustain their brands during and post COVID. Unlike a lot of luxury brands, Daily Paper didn’t solely rely on their physical stores. Although the closure of Daily Paper’s brick-and-mortar flagships has impacted their physical sales, they were able to depend on their multi e-commerce channels. This granted them an easy transition from physical to online retail. However, industry experts believe in an upturn for the luxury market post COVID, with firm McKinsey & Co., anticipating further growth in the luxury goods market from 1% to 4% for luxury retail in 2021. (Amed et al., 2020)

SWOT

Strengths • • •

•

Weaknesses

Strong brand ethos and branding around surrounding all their marketing outlets and products Wide and innovative product offering Daily Paper utilises the multichannel retailing strategy, through the means of different touchpoints; bricks and mortar, e-commerce channels or through their flagship/popup stores. Enabling them to meet modern expectations of consumer purchase Daily Paper have a large consumer reach internationally, having been sold in 29 countries in over 200 multi-brand stores. (Daily Paper, n.d.) Connect with their consumer through their online community, Daily Paper United. (Content for their consumers, made by them)

• • • •

• •

•

It is apparent in the survey that Daily Paper doesn’t have strong brand awareness; 67% of respondents had never heard of the fashion brand. (See appendix 1) Fail to have a strong presence within the physical retail market (only having three flagship stores) Lack in influencer support, only through collaborations would Daily Paper be promoted by influencers or artists. Currently have no brand ambassadors Only a select number of products are sold through the mutli-brand stores, restricting the option of buying new stock or being forced to buy parts of collections or old seasons/ collections Most of the products sold through the multichannel brands are menswear, which then creates a message that the brand is mainly male focused.

Threats

Opportunities •

•

Celebrity endorsement/Influencer ambassadors Potential app development to increase the growth of their digital presence New collaborations with artists Expand upon their yearly pop-ups. Possible brand expansion within their retail spaces. Further extension on their new kidswear section

• • • • •

Strong competition from competitors within the luxury streetwear sector Fails to have a staple presence within the international luxury market. Saturated market COVID-19 has been a threat to many fashion businesses, which has ultimately decreased consumer purchase. There is an increased demand for experiential consumption. This trend is boosting sales focusing on consumer experience (Bremner and Boumphrey, 2017).

Figure .1 SWOT Analysis

Daily Paper continues to grow in strength. Factors benefitting this is their ability to carry their brand values and ethos across their marketing channels and products. This increases brand recognition and authenticity, which relates to the loyalty of consumers who connect and show appreciation for heritage brands. The heritage of their brand is the backbone of their company, truly befitting the Afrocentric aesthetic, carried throughout the whole brand, illustrating its nature to consumers. Additional elements/ opportunities being their continuous collaborations to reach new markets and wider audiences and their range of distribution channels. Whilst flourishing in all these segments, Daily Paper still need to analyse their weaknesses to ensure maximising any potential growth or future opportunities. A key weakness is the lack of awareness as a brand, although having a commendable growth within the market, there’s a notable lack of awareness from everyday consumers. Having segmented themselves within the luxury market they haven’t established themselves as an exclusive brand which could threaten their position within the luxury market.

Consumer Segmentation

“We don’t have a specific target group. The people we address to are very diverse, which is reflected in our customers at the store, our team, and the people wearing our brand in general. That’s what Daily Paper is about, representing people from all walks of life, no matter background, culture or age.”- Jefferson Osei (Beljanski, 2020)

Daily Paper essentially designed with themselves in mind. Being men from African heritage, they saw a gap in their knowledge of their background and used their blog space to simultaneously teach themselves more about African heritage and promote it to streetwear consumers. Fashion streetwear blogs have an intended audience of millennials and Gen Z consumers, which effectively transcended into the main consumer group for the brand once established. Generation Z evolved alongside the advances in technology, meaning that they are familiar with various platforms of the digital marketplace. The accessibility to e-commerce resides in the same space as social media profiles, due to further developments made within the digital landscape. This makes product advertisement and purchases a much more fluid process than ever before. Brand exposure and reach are more likely to have a wider scope internationally, as the digital marketplace connects, where physical borders divide. In accordance with Maslow’s theory (see appendix 5), consumers purchase goods based on the hierarchy of need. As Daily Paper is a luxury streetwear brand, the consumers fall into the category of a sense of belonging. Incorporating African heritage with a contemporary twist, creates a strong unique selling point for the brand, therefore indirectly fulfilling the psychological needs of the intended consumer audience. ‘Gen Z’ tend to convey desires of recreating themselves in likeness to what is trending. Popular culture encourages consumers to spend their “disposable income because they have needs” (Paakkari, 2016).

Products Daily Paper creates fashion and lifestyle clothing specialising in both men and womenswear. Their product offering includes a multitude of timeless and mostly unisex designs captured within their men and womenswear, kidswear, accessories, ready to wear and seasonal collections. Motivated by the heritage of African culture, Daily Paper offers two collections a year excluding additional collaborations. The contemporary designs within their collections are focused on innovation and originality. Daily Paper pushes the boundaries of standard design. For Daily Paper to be accessible to a multitude of consumers, Daily Paper prices their products at an affordable luxury price point. Consumers are increasingly turning to contemporary brands, within the mid-priced luxury bracket. (Klerk, 2019). These honest price points enable consumers to purchase these products based on the illusion of wanting these desirable luxury goods. For many consumers typical luxury price points, are usually out of reach to the normal consumer. Luxury brands relied heavily on the traditional values of exclusivity and many brands under this umbrella only target aspirational consumers. The surge in popularity for affordable luxury products has enabled brands such as Daily Paper to appeal to the masses with their alluring price points.

Brand Architecture A range of ready-to-wear garments, which has expanded from simple graphic branded apparel to a fine-tailored collection including select outerwear silhouettes, pants, loungewear and an extensive range of headwear.” (Hypebeast, 2020).

Daily paper uses the Branded House approach to link to all their products and sub-products, specifically to the branding of their apparel and accessory items. Daily Paper has a product offering of tops, hoodies, jackets, skirts, pants and accessories. Daily Paper’s brand visibility is imperative to their brand awareness and familiarity. Fundamentally, strengthening its brands’ visibility and reputation.

Competitor Analysis The streetwear battle Figure .2 Perceptual Map

Prestige Price

Off-White Kith

Pyer Moss

Palace Daily Paper

Stussy Mass Market

Martine Rose Trapstar Maison Chateau rouge

Exclusivity

Affordability

The perceptual map, (figure.2), shows Daily Papers key competitors within the luxury market including brands, Off white, Pyer Moss and Maison Chateau Rouge all compete with their goods of luxe streetwear. The game changers within streetwear, have pushed the barrier higher by fusing high end tailoring with streetwear apparel. This expanded the potential difference in retail pricing, which removed marginal gaps between competing streetwear brands. The fusion of markets enables a landscape for contemporary inspired designs to infiltrate the fashion industry, as well as popular culture amongst consumers. Bringing originality to streetwear through the exposure of African heritage has proven to be beneficial for Daily Paper, as most of the streetwear apparel could be considered mundane and recycled.

Pyer Moss

Pyer Moss boldly adopted the social responsibility to publicise political views of police brutality towards African American’s, within the world of fashion. The brand is now considered as a pioneer within the industry, due to a never seen before approach and response to the present time, the purpose and direction of the brand now stands to fuse politics with fashion. Pyer Moss are known in recent years to, “re-examine some of most basic American pop culture tropes through an African American lens” (Friedman, 2019). Unlike Daily Paper, Pyer Moss have successfully collaborated with other sportswear / streetwear brands. Those collections are promoted with the likes of Erykah Badu and Usher, who are virtually accessible amongst Pyer Moss’ targeted consumer market. This could be a beneficial marketing strategy for Daily paper to take on board as an opportunity to increase brand expansion internationally and potentially economically.

Off White Off White are considered the “hybrid brand at the forefront” (Hypebeast History, N.D), as its apparel is stimulated in design by incorporating politics that mirror contemporary societal perspectives. Although like Pyer Moss in approach, the difference between the two brands, is the retailing costs of goods. The ability to keep selling out expensive garments has accompanied the Off White’s brand reputation. Off White have developed a sense of exclusivity with stock control being minimal, even with the financial aid to provide more. This strategy increases consumer demand over the brand supply, making collections seem slightly unattainable, yet simultaneously more desirable. Daily Paper evidently understand this marketing strategy, with their ability to have collections exclusive to their pop-up shops internationally. This implies a requirement for refinement in approach, in order to potentially improve results of brand awareness and widening their consumer market.

Maison Chateau Rouge “Château Rouge is Paris’s little Africa” (Foffana, 2018). Located in the heart of where African culture resides within Paris. The luxury streetwear brand uses local suppliers of textiles to keep true to authenticity of African heritage (Lou, 2020). Daily Paper and Maison Chateau Rouge compete in popularity for their accessories with African prints. The unique selling point for Maison Chateau Rouge is the wax T-shirt material which differs from any other competitor brands. Maison Chateau Rouge similarly to Pyer Moss and Off White, have based their brand identity on being “deep rooted values with a focus of social and economic responsibility” (Foffana, 2018). This responsibility cements brands into navigating how the world of fashion interprets and acknowledges social and economic shifts. With Daily Paper already exploring African heritage through their designs, in likeness to its thriving competitors, Daily Paper can adopt these marketing strategies to their benefit within the fashion market, broadening potential brand expansion.

Social media

Social media has a direct influence on consumers. Daily Paper’s marketing strategy focuses on their direct-to-consumer marketing through their touchpoints. A channel many brands have adopted and profited by is social media. Daily Paper can also be accessed through their social media platforms, Instagram, YouTube, Facebook and Twitter. SimilarWeb (2021), indicates that 4.42% of Daily Papers online traffic is directed from social media. Daily Paper is neglecting to fully take advantage of e-commerce social media. Daily Paper has a following of 375K on Instagram and uses this platform to connect with their consumers even by stating on their platform that it’s a community rather than a product/service. “Social platforms like Instagram are leaders in social shopping and have increased efforts to entice more brands (hence more users) to the platform.” (Sender, 2019). Daily Paper needs to consider the use of Instagram shopping to drive sales. Features like product tagging on posts will improve product discovery, increase referral sales, lengthen overall interaction and duration of consumer interest on their page. Influencers and celebrities have become a catalyst for an increase in brands sales performance and brand awareness. Luxury brands like Daily Paper target the affluent consumer, because of their higher price margins. Daily Paper needs to include influencers and brand ambassadors within their marketing approach to help grow their brand awareness, develop authentic relationships with micro and macro influencers and open up awareness of their brands to the influencer’s clientele/followers. Daily Paper has also stuck to its origins. Centering their whole brand around their consumers, they created an online blog called Daily Paper United. This blog was formed for their consumers to join their online community, linking to their brand mission to unite global communities. The blog is also used to direct consumers to their Instagram, using hashtags and consumercreated content. This is also referenced in the qualitative interview (see appendix 2), “even during the first lockdown they dmed me on IG amongst many other young people asking to join in with a #ATHOMEWITHDP where we post a picture on our story where we have an item of clothing of theirs and tag them and they would repost it.”

375K

4.42%

Collaborations

Daily Paper has been very successful within the collaborative field, with projects all ranging within the art, fashion, music or sport sector. “Nowadays, not only are notable names wearing the pieces, but they’ve also collaborated with the likes of Alpha Industries, Wizkid, Havana Club, Leomie Anderson, and NPO Elman Peace.” (Taylor, n.d.). Examples of this is their, merchandise collaboration with Soulection in Amsterdam, their two collaborative collections with the Van Goh museum in 2020 and their collaboration with major competitor Off-white this year. These collaborative projects all inevitably help the growth of emerging contemporary brands like Daily Paper, helping to expand into new markets and delve into further product development. (See Ansoff Matrix in appendix 3).

Trends Macro - Liberation Luxury A new mindset has emerged defying traditional stigmas around consumers in the luxury market. Socio-economic changes are affecting consumer behaviour and purchasing decisions. Affluent consumers are feeling more guilt nowadays when purchasing luxury goods, in the current pandemic climate. This has created a new identity for global luxurians, ruling out age, gender, race or nationality. LS: N Global, states “A shift has occurred among the majority of the affluent population… the new status is a life of purpose, not of possessions.” (LS: N Global, 2019). Luxury brands have now downplayed privilege and have had to recreate their own image and voice on modern luxury.

Micro - Heritage refashioned There is now a demand for the luxury sector to address change in the industry and the connotations behind its colonial heritage. “The luxury is still plagued with white elitism. Rather than taking pride in exclusivity, actively decouple luxury from price point, and focus on making your products and services accessible to anyone who shares your values.” (Friend and Scott, 2020). Movements such as Black Lives Matter have resurfaced underlying transgressions within the fashion industry particularly within the luxury sector. Luxury brands are now focussing on building authentic and intimate relationships with their consumers. Daily Paper have already branded themselves as a brand for consumers. Using their consumers as inspiration and for their brand, motivates Daily Papers marketing and advertising strategies. Luxury brands are rebranding their heritage, as those narratives are connected to negative connotations of colonialism. “Heritage is becoming demystified as a euphemism for the heavy history behind brands.” (Friend and Scott, 2020). Brands need to redefine their meaning of heritage. Daily Paper uses their African heritage as a strength, in comparison to brands relying on colonial heritage inherited from past generations as a marketing ploy. Daily Paper embraces and celebrates their culture authentically, acknowledging the marginalised and the disconnect with consumers that aren’t deemed as affluent. Daily Papers targets their consumers by being truly authentic to themselves as a brand. They envision that all consumers purchasing their products should be a part of one community, luxuriant or not.

Opportunity

It’s indisputable that there are areas of opportunities for Daily Paper to maximise their potential growth, specifically in the UK and increase their consumer reach. The collaborative field best suits Daily Paper in terms of further development of their brand and collections. Daily Paper has an abundance of collaborative partnerships under their portfolio, which can be used to their advantage. Playing on their strengths, Daily Paper can develop a new collaboration with a contemporary and modern concept, to help to diversify themselves within the market. Targeting the UK market was a clear opportunity for Daily Paper, having previously launched successfully within the UK market with their pop-up store. Daily Paper entering an existing market they are already accustomed too, reduces the risk of failure within the market. This type of collaboration is focalised around their USP. It will conceptualise how African heritage and its culture can be implemented in new forms of marketing means, suitably linking to the heritage refashioned trend. This will create a strategic approach for Daily Paper to connect with new consumers and further the expansion of their brand within the UK market. This has highlighted a greater opportunity within marketing and communications for Daily Paper. The opportunity presented will merge the two parallel art forms; music and fashion to form a collaboration with Daily Paper and Afropunk London music festival. 95% of the respondents from the poll, also agreed, a collaboration between the two would be a good marketing opportunity. (See appendix 1). Daily paper will be a sponsor at Afropunk music festival. The collection of branded merchandise will include a product offering of Hoodies, T-shirts, outerwear and accessories. This will be promoted through both of their social media platforms and influencers/ brand ambassadors. In the aim to further the expansion of Afropunk’s festival merchandise, Daily Paper will use this opportunity to grow their brand recognition. Additional to this, they will offer a physical business to consumer sales technique through the sale of the merchandise through Afropunk’s market stalls. The collaboration between the festival and clothing brand is a true holistic embodiment of African culture. They both share the same ethos of diversity and inclusivity within their marketing strategies and embed this within their stances as brands to their consumers.

Daily Paper x AfroPunk A Musical Collaboration

Afropunk is a two-day music festival, which celebrates the arts, infusing music, film and fashion into one space. Attracting up to 60,000 people, Afropunk is the epitome and true essence of African culture, diversity and black arts. Afropunk festival has grown from initially starting in Brooklyn to becoming a global annual festival. “Luxury fashion and the music industry have a symbiotic relationship.” (BoF, 2020). Afropunk and Daily Paper are both successful international black-owned and black centred businesses. Fusing the two creative businesses is the perfect union for a prospective opportunity. Merchants are at the heart of festivals; the collaboration will release a line of sponsored and designed merchandise by Daily Paper. This will include visual references of both brands, incorporating both of their logos on the clothing and the design of the merchandise to be specially tailored to Daily Papers contemporary aesthetic. This merchandise will be limited to the UK region creating a personalised marketing strategy. “Luxury brands are increasingly leveraging music festivals to turn young and affluent attendees into customers, with some going as far as to run their own events and concerts.” (Williams, 2018). The merchandise will be available through a stall at the SPINTHRIFT Market showcase, which is a maker community running alongside the festival. The remaining stock from the festival will transition to their online UK domain for a limited period, once the festival season is over.

Influencers and social media Once publicised the merchandise will be promoted through a mixture of micro and macro influencers in the hopes to build future partnerships or gain brand ambassadors for Daily Paper. Paid sponsored adverts will be used to promote collaboration. Daily Paper will target 25 influencers as an outreach to engage with their consumers in addition to the influencers following. They will be sent a Daily Paper x Afropunk brand pack. This will include promotional and personalised gifts within the packs and samples of the merchandise for the content creators to post on their stories and through a paid post. Each influencer will be selected based on their values, the content they create and what they represent as an influencer through their social platforms to seek whose best suited to endorse the brand. Daily Paper will be uploading their content just before the festival. They will create their small marketing campaign, producing imagery of some of the listed artists performing at the festival. These artists will be wearing the merchandise, giving consumers insight into the artists and PR on the collaboration. This will be marketed through both Daily Papers and Afropunk’s social media platforms, in particular, Instagram, YouTube and both of their online blogs. Consumers that attend the festival will be able to upload their content to Daily Papers community, using the hashtag #FESTWITHDP or #APxDP.

#APxDP

#FESTWITHDP

Conclusion

To conclude, the merchandising collaboration between Daily Paper and Afropunk within the UK market is the best method for Daily Paper to maximise their growth within the UK market. The conducted primary and secondary research highlighted clear developments for Daily Paper to strengthen their brand position. The projected marketing strategy will enable Daily Paper to build their brand awareness, consumer perception and develop the current lack of engagement with the UK consumer. The festival collaboration secures influencer relationships for Daily Paper, aiming to gain brand ambassadors. This strategy provides a concrete positioning and increases retention rates of UK consumers, before potentially launching a Flagship store in the UK.

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Appendix 1 Instagram Poll Quantitative online Instagram poll, 89 respondents. An online Instagram poll was created to gather more consumer insight on the current brand awareness and influences on purchasing decisions (see appendix). Gaining 98 responses, the poll was shared on the social media platform Instagram, to access the target demographic Gen-Z, who primarily use this platform.

Appendix 1

Appendix 2 Interview Qualitative: interview Daily Paper consumer, female aged 21 (demographic Gen-Z) A qualitative interview was also implemented with an avid consumer of Daily Paper. This was used to gain an understanding of consumer views of Daily Papers marketing strategies, whether the brand is accumulating enough consumer reach and opinions on proposed opportunities for the brand.

Appendix 3 ANSOFF MATRIX Meldrum, M. and McDonald, M., 1995. The Ansoff Matrix. In Key Marketing Concepts (pp. 121-126). Palgrave, London.

Existing Products

New Products

MARKET PENETRATION • • • • •

Maximise use of distribution channels New personalised marketing methods Source for macro/micro influencers and brand ambassadors New flagship store within the UK to expand and secure consumer base Further collaborative partnerships, possible marketing opportunity to move into a new market

PRODUCT DEVELOPMENT • • • •

DIVERSIFICATION

New Products

MARKET DEVELOPMENT • • •

New limited collections specific to younger consumers, reduced price margins. Making Daily Paper more accessible to the masses. Discounts and promotions - Student discounts 10% off Expansion to new stores in new geographical locations in possible urbanised retail locations

New product range – new collections for their newly released kidswear range Offering more collections and product lines to their multi-channel distributors. To maximise sales profit Utilise the Instagram shopping feature to improve product discovery and increase referral sales Increase the pop-up stores to more international regions e.g., European or Asian regions

• •

New market sector - potential footwear collaboration with leading sneaker company Collaboration with music festival, sponsored merchandise. E.g., Afropunk festival or Afro Nation festival

Appendix 4 MARKETING MIX Professionalacademy.com. n.d. MARKETING THEORIES – THE MARKETING MIX – FROM 4 PS TO 7 PS. [online] Available at: <https://www.professionalacademy.com/blogs-and-advice/marketing-theories---the-marketingmix---from-4-p-s-to-7-p-s> [Accessed 12 February 2021].

Appendix 5 Maslow’s hierachy of needs (own model) Jackson, T. and Shaw, D., 2008. Mastering fashion marketing. Macmillan International Higher Education. P. 5

Brand Opportunity report - Daily Paper

Articles inside

Conclusion

Opportunity

Trends

Collaborations

Social Media

Products

SWOT

Consumer Segmentation

Brand Health

COVID

Introduction

Brand Story

Market Health

USP

Brand Mission

Brand Overview