Ch. 15 - Retailing

According to their Code of Conduct, Dr. Martens does not work with suppliers who do not treat their workers fairly and without discrimation. They keep a tight check on who they associate with for the sale of their goods and the location for where their goods will be sold at.
Dr. Martens is an international brand and has distributors all over the world. They make sure that their stores are in the cities and near the hot-spots. For example, the retail store for Dr. Martens in NYC is located in Soho. Soho is a fashionable neighborhood consisting of major competiting brands and it is a famous destination for shopping. It is also a favorable spot to hang out since many deem it very stylish and artistic. By Dr. Martens having a store in this area, it is appealing to their young existing customers and also being opened up to new target customers. Doc Martens are a specialty store since they specialize in making their boots a certain way.