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.

Daily Paper x AfroPunk

A Musical Collaboration

Afropunk is a two-day music festival, which celebrates the arts, infusing music, film and fashion into one space. Attracting up to 60,000 people, Afropunk is the epitome and true essence of African culture, diversity and black arts. Afropunk festival has grown from initially starting in Brooklyn to becoming a global annual festival. “Luxury fashion and the music industry have a symbiotic relationship.” (BoF, 2020). Afropunk and Daily Paper are both successful international black-owned and black centred businesses. Fusing the two creative businesses is the perfect union for a prospective opportunity.

Merchants are at the heart of festivals; the collaboration will release a line of sponsored and designed merchandise by Daily Paper. This will include visual references of both brands, incorporating both of their logos on the clothing and the design of the merchandise to be specially tailored to Daily Papers contemporary aesthetic. This merchandise will be limited to the UK region creating a personalised marketing strategy. “Luxury brands are increasingly leveraging music festivals to turn young and affluent attendees into customers, with some going as far as to run their own events and concerts.” (Williams, 2018). The merchandise will be available through a stall at the SPINTHRIFT Market showcase, which is a maker community running alongside the festival. The remaining stock from the festival will transition to their online UK domain for a limited period, once the festival season is over.

Influencers and social media

Once publicised the merchandise will be promoted through a mixture of micro and macro influencers in the hopes to build future partnerships or gain brand ambassadors for Daily Paper. Paid sponsored adverts will be used to promote collaboration. Daily Paper will target 25 influencers as an outreach to engage with their consumers in addition to the influencers following. They will be sent a Daily Paper x Afropunk brand pack. This will include promotional and personalised gifts within the packs and samples of the merchandise for the content creators to post on their stories and through a paid post. Each influencer will be selected based on their values, the content they create and what they represent as an influencer through their social platforms to seek whose best suited to endorse the brand. Daily Paper will be uploading their content just before the festival. They will create their small marketing campaign, producing imagery of some of the listed artists performing at the festival. These artists will be wearing the merchandise, giving consumers insight into the artists and PR on the collaboration. This will be marketed through both Daily Papers and Afropunk’s social media platforms, in particular, Instagram, YouTube and both of their online blogs. Consumers that attend the festival will be able to upload their content to Daily Papers community, using the hashtag #FESTWITHDP or #APxDP.

#APxDP

#FESTWITHDP