Ch. 17 - Advertising and Public Relations

Dr. Marten is product advertising since they are always advertising their latest collection of shoes and boots. Their advertisements are to maintain their brand awareness and market share. They advertise their shoes by letting fashionable celebrities wear them thus deeming the shoe brand cool and hip. They portray their products as unique and simple, wearable and yet stylish. To reach their target market, they make sure to put their shoes on the latest young It Girl and the celebrities that young teenagers are most fascinated by. They use this method to stay on the cool scene and keep their existing customers while recruiting new consumers. They also hold the title of "one for the 'most popular men's footwear in latest fashion' and the other for 'best counter-cultural footwear of the decade'" and their  14-Hole black leather boot won two fashion awards at the 2010 Fashion Show in New York City. They also try to appeal to a higher maintenance level of girls now by having Doc Martens heels.