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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.
