Dr. Martens boots, or just plain old Doc’s, have been around for 50 years. They have been in and out of fashion, but now a relaunch is planned for later this year that will prioritise global sales over niche market.
The company plans to build on its previous success, using a mixture of cult celebrities and models in its campaign to hopefully reach a much wider market. The relaunch should add a modern twist to the British heritage brand in order to target the lucrative Asian and North American markets. To do this, the firm has set about offering a clothing range that is closely linked to the concept of the boot — hard wearing, practical, and functional but also a clear statement on its own. The ability to personalise and choose an array of styles has made Dr. Martens boots into a cult brand — it remains to be seen if the same can be true for the clothing range.
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