SWOT

Strengths

• 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)

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

Weaknesses

• 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

• 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.