Conclusion

from Brand Opportunity report - Daily Paper

Opportunity

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.

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Pinterest, n.d. Music Swinging. [image] Available at: <https://www.pinterest.co.uk/ pin/167125836160628868/> [Accessed 25 January 2021].

Soulection, 2015. AFRO PUNK FEST WITH LAKIM, CHRIS MCCLENNY & ANDRE POWER. [image] Available at: <https://soulection.com/events/afro-punk-fest/2015> [Accessed 14 February 2021].

Instagram Poll

Quantitative online Instagram poll, 89 respondents.

An online Instagram poll was created to gather more consumer insight on the current brand awareness and influences on purchasing decisions (see appendix). Gaining 98 responses, the poll was shared on the social media platform Instagram, to access the target demographic Gen-Z, who primarily use this platform.

Qualitative: interview Daily Paper consumer, female aged 21 (demographic Gen-Z)

A qualitative interview was also implemented with an avid consumer of Daily Paper. This was used to gain an understanding of consumer views of Daily Papers marketing strategies, whether the brand is accumulating enough consumer reach and opinions on proposed opportunities for the brand.

ANSOFF MATRIX

Meldrum, M. and McDonald, M., 1995. The Ansoff Matrix. In Key Marketing Concepts (pp. 121-126). Palgrave, London.

Existing Products Existing Products New Products

MARKET PENETRATION

• Maximise use of distribution channels • New personalised marketing methods • Source for macro/micro influencers and brand ambassadors • New flagship store within the UK to expand and secure consumer base • Further collaborative partnerships, possible marketing opportunity to move into a new market

PRODUCT DEVELOPMENT

• New product range – new collections for their newly released kidswear range • Offering more collections and product lines to their multi-channel distributors. To maximise sales profit • Utilise the Instagram shopping feature to improve product discovery and increase referral sales • Increase the pop-up stores to more international regions e.g., European or Asian regions

New Products

MARKET DEVELOPMENT

• New limited collections specific to younger consumers, reduced price margins. Making Daily Paper more accessible to the masses. • Discounts and promotions - Student discounts 10% off • Expansion to new stores in new geographical locations in possible urbanised retail locations

DIVERSIFICATION

• New market sector - potential footwear collaboration with leading sneaker company • Collaboration with music festival, sponsored merchandise. E.g., Afropunk festival or Afro Nation festival

MARKETING MIX

Professionalacademy.com. n.d. MARKETING THEORIES – THE MARKETING MIX – FROM 4 PS TO 7 PS. [online] Available at: <https://www.professionalacademy.com/blogs-and-advice/marketing-theories---the-marketingmix---from-4-p-s-to-7-p-s> [Accessed 12 February 2021].

Maslow’s hierachy of needs (own model)

Jackson, T. and Shaw, D., 2008. Mastering fashion marketing. Macmillan International Higher Education. P. 5

Next Article

Opportunity

Instagram Poll

ANSOFF MATRIX

Existing Products Existing Products New Products

MARKET PENETRATION

PRODUCT DEVELOPMENT

New Products

MARKET DEVELOPMENT

DIVERSIFICATION

MARKETING MIX

Maslow’s hierachy of needs (own model)

More articles from this publication:

Opportunity

Trends

Collaborations

Social Media

Products

SWOT

Consumer Segmentation

Brand Health

COVID

This article is from:

Brand Opportunity report - Daily Paper