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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.
