Magazine article Marketing

Dr Martens Sets Sights on Fashion Positioning

Magazine article Marketing

Dr Martens Sets Sights on Fashion Positioning

Article excerpt

Footwear manufacturer Dr Martens is preparing to relaunch as a broader British fashion brand as part of a drive to improve global sales.

The brand is set to roll out its biggest ad campaign to date ahead of the launch of its Autumn/Winter collection.

The integrated push, which will include digital, print and outdoor, is being devised by marketing agency Odd and will feature celebrities, models and photographers. The ads will continue to focus on creativity, music, fashion and self-expression - the four 'key pillars' already in use in the brand's advertising.

The relaunch is intended to add a 'modern twist' to the British heritage of the brand as it targets markets in Asia and the US.

'Dr Martens has been associated with British sub-cultures for 50 years It is time for the brand to become more mainstream,' said Dr Martens marketing director Simon Jobson. 'There is a lot of equity and goodwill surrounding the brand and people are always keen to get on board, including major talent.'

He added that the object of the campaign is to target those consumers who have a 'story' or have had an 'experience' involving the brand. 'It's amazing how connected people who have grown up with the brand feel about it,' he said.

Jobson joined Dr Martens in November last year from Lacoste Footwear, where he was international marketing director. Prior to this, he worked at fashion brand Kickers as head of marketing, and held several marketing roles at Umbro.

In March last year, Dr Martens unveiled a major digital push to mark its 50th anniversary. …

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