This is the only picture of me in Doc Martens. The picture could've been better but here you go!

Latest News (Two New Stores)

First Dr. Martens set its sights on Philadelphia and now another British retailer has laid claim to some space along Rittenhouse Row.

Jack Wills leased 6,800 square feet at 1617 Walnut St., which most recently had been occupied by Jennifer Convertibles. Jack Wills has both men’s and women’s apparel that appeals to the university and preppy crowd. It plans to open before the end of 2011.

The Philadelphia store will be the fourth for Jack Wills in the United States. Metro Commercial Real Estate represented the landlord while Madison Retail Group and Michael Salove Co. represented Jack Wills. Dr. Martens is opening a store in 3,800 square feet this fall at 1710 Walnut St. on Rittenhouse Row.

Doc Marten also has a brand new store at Wheelock Place in Singapore. The store (picture), which opened last month, is the second in Singapore. Its first standalone outlet opened at Orchard Central in 2009. Singapore general manager Ian Tan describes as "Old British grandeur" - the Wheelock Place store offers an assortment of products that will enable Dr Martens enthusiasts to kit themselves out in the brand from head to toe. Besides carrying a comprehensive range of the label's famous tough-as-nails footwear, the new 900-sq-ft store will be the first in South-east Asia to house the new apparel and bag ranges by Dr Martens. Brand new collection of the brand's new collection of satchels. They might not be what a hardcore punk would wear, but as Tan said: "The brand has a very diverse audience, from children to more mature customers who grew up with the brand. But all Dr Martens customers are individuals with a sense of originality and distinct style."

Ch 7. Business Marketing

Today, Doc Martens is mainly a consumer product. Before it can be termed as a business product. Back in the 80's and 90's, Doctor Marten served factory workers who needed durable shoes in varying weathers. It was seen on every worker's feet in almost every factor. Now, Doctor Martens have very devoted consumers who purchase the products for personal uses. Doc Marten values their relationship with their customers They practice relationship marketing, it's a strategy that entails seeking and establishing ongoing partnerships with customers. Since competition has become even more fierce, Doc Marten realizes that this is a crucial strategy in their success. Although new potential consumers are always targeted as well, loyal customers are much more profitable. 

Doctor Martens can also be termed as a business product very loosely because they can be used in manufacturing other products and can aid the normal operations of an organization. For example, let's say Free People (which is a clothing company) needed a fresh look for a coming season that can guarantee success. For Free People, their new look is a product in itself. Therefore, if Doctor Martens was included in the wardrobe of this image, then Doc Marten is essentially being used to manufacture this new product in Free People. Get it? It can also aid the normal operations of an organization by amping up the hype of this new organization. For example, Natasha is an extremely loyal consumer of Doc Martens but has never liked the Gucci. So say Gucci decides that they will include Doc Martens in their new ads, Natasha will immediately have a less biased view on Gucci and become more curious about Gucci as well. She will possibly even decide that Gucci is worth it if they are using the Doc Martens, the brand she loves so much and feel a connection with Gucci.

This is from Nicki Minaj's new video Super Bass. They're wearing Doc Martens! Hype! (The heels are Versace though.)

Ch.8 Segmenting and Targeting Markets

Doc Marten manufactures and designs quality boots. Doc Martens used to only exist in Britain but has recently opened up it's branches in other countries and their biggest market is in America. Although America is 65% of Doc Marten's current equity, they are targeting people in their own country for safety and security reasons. Their target market description is still the same.

Their main target markets are teenagers to young adults. These potential consumers range from the ages of 13 to 25, both male and female. Doc Marten knows that their consumers do not make 6 budget incomes and that some are still in school therefore their prices are somewhat affordable. They also target to people of certain professions such as writers, painters, musicians and fashion designers. Doc Marten targets individuals who see themselves as unique and fashionable instead of the generic mainstream fashion culture. They cater to people want boots not just made of quality and great design but also with history and reputation. Doc Martens also cater to college students who are broke and can only invest in their items therefore making Doc Martens an excellent candidate. Doctor Marten targets loyal customers as well. They have their advertisements online and in ads. Although Doc Martens has a specific target market, people of all ages and countries love this brand. The Pope and His Holiness are two of it's loyal consumers as well.