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The Corner Shop: a pop-up retail concept to introduce streetwear brand Daily Paper to the British market

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The Corner Shop: a pop-up retail concept to introduce streetwear brand Daily Paper to the British market

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Samenvatting

QUOTES “Daily Paper is an Amsterdam-based streetwear brand, offering modern, urban collections for men and women that resonate with multi-cultural youth. Started as range of t-shirts in 2012 by Jefferson Osei, Hussein Suleiman and Abderrahmane Trabsini, the brand has grown to prominence in The Netherlands, acting as an authority in the Dutch fashion market. - The founders’ African heritage inspires each collection, interpreting African culture in a modern way, they never copy, but tell their own stories. Previous collections have sprung from city life in Johannesburg to Masaai graphics, always looking modern and cool. The owners are passionate, supporting themselves and friends as the brand grows internationally.” “When Daily Paper consumers were interviewed, many of them knew the brand had some African connection, but thought it was only through use of print and not aware of the owners’ deep connection with the African diaspora. - Also, many people dismissed the brand as something they would wear now, as it was trendy, but not something they would continue purchasing from in the future. This is again due to the fact that the communication is inconsistent and the USP is not shown effectively.” RESEARCH QUESTION How can Daily Paper introduce its brand essence to the British streetwear market? SUB-QUESTIONS RE: BRAND: Who are Daily Paper? - Vision, mission and values. - History and structure of the brand. – Milestones. - Future ambition. – Collaboration. - Brand essence. - What is the current communication strategy? – Online. – Offline. – NL. – UK. RE: Market: Who are Daily Paper’s competitors? – NL. – UK. - Which streetwear brands have successfully expanded into the UK? - What are the differences between the Dutch and UK market? – RE: TARGET GROUP: Who are the current target group of the brand? – Stats. – Lifestyle. - Buying habits. - Who will Daily Paper be targeting? – Stats. – Lifestyle. - Buying habits. – RE: CAMPAIGN: What form would Daily Paper’s introduction campaign take?

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OrganisatieHogeschool van Amsterdam
OpleidingAMFI - Amsterdam Fashion Institute
AfdelingMedia, Creatie en Informatie
Jaar2018
TypeBachelor
TaalEngels

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