“One of the biggest things is because our stories are organic and true, it needs less money to drive it to words. Keeping a lean marketing budget is crucial for Lam: only 8 per cent of Daily Paper’s sales are dedicated to marketing, including shoots, ad buying and other brand activations. It wasn't set up like, ‘oh, wow, let's do a marketing gimmick to get exposure’, it was like, ‘let's do this, because we want to give back to the community.’ And the world picked up on that.” The partnership tapped into a vital element of sports in streetwear, and underscored their own core strategy of showcasing culture and community, Lam says. “I remember when we did the soccer field, together with Puma, instead of a campaign, that became the campaign. It chimes with Euromonitor International’s lifestyles survey, showing some 60 per cent of Gen Z and millennials make their purchasing decisions based on brands’ social and political beliefs.ĭaily Paper’s second capsule collaboration with Puma in 2017 was inspired by the football kits of Puma sponsored teams from the Confederation of African Football. They have also produced short films and collaborated with musicians including local London grime artist Ghetts. “Behind the Shield'' takes readers inside Daily Paper’s factories, production and creative processes, “in order for our consumer to love the journey, instead of just the end product,” says co-founder Trabsini. With an audience of mainly 18 to 30 year-olds, Unite Hub provides behind-the-scenes access to the brand. So we created a whole new platform called the Unite Hub,” Osei says. “We really needed to find different ways to communicate with our audience, based on the fact that we were not able to do offline activations. Keeping their community alive and engaged in the pandemic meant reverting back to their blogging roots. "There is an appetite from our customers to explore and question the heritages and cultural references behind their clothes and Daily Paper brings something meaningful and relevant to the streetwear scene, helping its appeal and relevance amongst educated customers," says Heather Gramston, head of womenswear buying at Browns. “Culture and the same values in streetwear is much more important for a brand to represent in order for customers to select them."īrowns say their consumers are drawn to Daily Paper's unique and inclusive approach. "One factor that makes a streetwear brand successful is its heritage and being authentic about something,” says Leeb. “But in building an experience we try to connect with the local community, because that's the only way that it can work for us.”ĭaily Paper’s message is clear: it’s a brand that spotlights African culture and represents those of the diaspora community. We try to export a little bit of Africa, a little bit of Amsterdam to that country and build an experience,” explains Lam. “When we open a store abroad, we want to build a store for that community. Daily Paper’s stores are also physical extensions of their blog.
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