Dr Martens: the King of British Shoe Brands?
Origins
Dr Martens have made a significant impact on British culture as their boots have become a staple of British fashion. Despite originating from Germany, Dr Martens have transformed from ordinary work boots to a British fashion icon.
The founder of Dr. Martens, Dr. Klaus Maertens, was a German soldier who became injured in a skiing accident. Dissatisfied with the standard WWII army boots, he began searching for more comfortable footwear.
Unable to find the shoe he wanted, he decided to create his own and sold the patent to the Griggs Company in 1959. A year later, on April 1st, Dr Martens boots made their debut. Featuring yellow stitching and a trademark label, the evolution of the boot surprised Dr. Maertens, who had originally created the shoe for functionality rather than fashion.
However, by the late 1970s, Dr Martens had become the standard British police shoe. The Dr Martens shoe features an oil-resistant sole, making it suitable for handling traffic accidents. Its ruggedness also made it a popular choice among factory workers and builders. Over time, Dr Martens became a fashion statement, worn not just for their functionality but also for their style. They were embraced by a variety of subcultures, including hippies and punks, and became a staple in British fashion.
the King of British Shoe Brands?
Throughout its history, the Dr Martens footwear brand has maintained a high level of popularity in the UK. Its stylish and distinctive image has endured the test of time, appealing to many subcultures and trends over the decades.
While knockoffs of DM products can be found in stores worldwide, many companies and manufacturers attempt to capitalize on the British brand's success. However, these replicas are not durable and do not match the quality of the original Dr Martens.
They also lack the creativity and style that are characteristic of the original DM. It is hard to imagine that a boot born out of war would become one of the most fashionable and coveted items. However, the brand's adaptability and willingness to embrace change have made it the best footwear brand in the UK.
Another reason for the brand's appeal is its versatility, catering to a wide audience. Whether you are seeking practical, sophisticated pieces or wish to embrace your inner punk, there is always a Dr Martens shoe for you.
How It branded
Dr Martens does not have complete control over its brand. However, it is important to remember that no matter how much you invest in branding and marketing, unforeseen issues can arise. Adapting to new trends and times is key to successful branding.
While the history of Dr Martens has not always been smooth sailing, the brand has persevered through issues such as potential bankruptcy and racist connotations. However, Dr Martens has continued to promote their brand with boldness and confidence, while maintaining a predominantly British identity. Their aim is to position themselves not only as work boots, but also as fashion items. To achieve this, DM leveraged customer loyalty and launched the 'First and Forever' campaign. The campaign effectively promoted the brand's heritage while encouraging self-expression, a key value of DM's brand. The brand invited customers and fans worldwide to share their memories of their first pair of Dr Martens shoes.
A digital engagement platform was created for the campaign, allowing users to easily upload their experiences. The campaign won the Visual Design Award at the DADI Awards, receiving a whopping 10 million responses.
In 2014, the brand improved the campaign by using movies to target different personas. The aim was to showcase the brand's versatility among its audience, from the old to the young. The aim was to showcase the brand's versatility among its audience, from the old to the young. Dr Martens recognises its relevance to all things British.
