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).