Fashion Project: Dr Martens

Summary

The £2 work boot.’ That is what Dr Martens was known as in its early years. Since then, the brand has grown exponentially. Known for their iconic designs, heritage and versatility, the brand has a long history of providing quality footwear to a diverse range of consumers. However, as and consumers placing more importance on shopping that aligns with their values, the brand has begun to struggle. Therefore, this brand strategic development plan aims to utilise the brands strengths whilst advancing and reinforcing their position in the market through a suitable product expansion. This would take advantage of existing customers whilst also attracting new consumer types.