Ch. 4 - The Marketing Environment

"In the years before the boot's birthday, 1st April, 1960, kids just looked like tribute acts to their parents, younger but the same. Rebellion was only just on the agenda for some - for most kids of the day, starved of music, fashion, art and choice, it was not even an option."-Martin Roach 

Dr. Martens primarily caters to its British youthful customers but has gone on to also target  other countries' young customers. The age scale is from 13 to 25.  It portrays a youth culture image that fits into the stigma of a certain occupation or habitual interest amongst young people such as music, arts and writing. It is also a fashion statement rather than just a regular boot company. This brand is appreciated by a diverse and broad audience from little teenagers to actors and singers like Madonna to political leaders such as His Holiness the XIV Dalai Lama.

Dr. Martens usually find that music is a great way for them to connect with their customers. So far, 60% of Dr. Marten sales take place in the US. Their latest big project was the celebration of their 50th birthday last year, March 2010. The biggest hurdle for Doc Martens at this moment is to grow even bigger without commercializing their image or "sell out". Dr. Martens will release their Spring/Summer 2011 Collection soon.

"But you need anchors in this sea of creativity...Things that inspire self-expression, not commodities that spoon-feed an identity. Dr. Martens anchor you, liberate your creativity, inspire and fuel your identity. Our heritage fits your future; your future is our future."-Martin Roach.