Magazine article Marketing

BRANDING: Dr Martens Set to Fight Trainers with Revamp

Magazine article Marketing

BRANDING: Dr Martens Set to Fight Trainers with Revamp

Article excerpt

R Griggs is plotting a global relaunch of its Dr Martens brand, in what is thought to be the brand's first major overhaul since its launch in 1960.

The revamp is being led by global marketing director Bobbie Parisi, out of the Oregon headquarters of Airwair, R Griggs' sales and marketing company.

It will be unveiled internally on May 1 and launched publicly in late spring or summer.

For most of its existence, Dr Martens has enjoyed a brand loyalty that has transcended fads and generations - it was adopted by the punk movement, followers of grunge and elements of the gay scene. But the global penetration of trainers has had an impact.

Parisi admitted that global sales have been declining for 'a couple of years' and that a turnaround strategy is needed. The company reported a pounds 24m loss in 2002.

'It is a very strong brand and has high recognition, but we haven't evolved the product or the positioning,' Parisi said.

Last year, R Griggs moved manufacturing out of the UK to various Asian locations, though design will remain in the UK. …

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