Dr. Martens does not have new products as frequently as a clothing store but when they do, it is widely known. When a new product emerges, it is advertised in both retail stores and their online website. There is a section for new design shoes and then a section for the classic or Original boots as they call it on the website. On the website, it is very precise and they have a custom search for you to pick out the exact boot you want. In the retail stores, the newest designs are always on the pretty glasses and the classics are right in front of the door. This brand is popular but mostly get their profit from brand loyalty since there is no frequent buzz about it in the US. Perhaps in the UK where the brand originates but even so, Dr. Marten does not run on hype but rather loyalty.
When Dr. Marten introduces a new product, they also use the AIDA concept. Attention, Interest, Desire, Action. Attention is brought when Dr. Marten advertises their latest design but it is also advertised when certain celebrities wear it creating awareness of the new product to a wider range. The interest is brought when loyal customers see a new addition to the classics and when people notice their idols wearing it thus also resulting in Desire, the need to possess the product since it is one of a kind. The most important part of the concept is the Action where Dr. Marten needs to convince people that they need to purchase the item. This can be done by advertising special discounts or warranties for the shoes.
No comments:
Post a Comment