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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.
