Si nce i t shum bl e begi nni ngs,Dr .Mar t en’ shave been f avour ed byf oot bal lhool i gansand pol i cem en,avi df ashi oni st asand ur ban t r i besaswel lascel ebr i t i esand t he wor ki ng cl ass.The Dr . Mar t en’ swear eri sno l ongerconnect ed bya si ngl e st yl e.
Af t erfir str ol l i ng of ft he pr oduct i on l i ne i n1 960 asan anonym ous,al l pur pose boot ;i tr api dl ybecam e an em bl em f or t he wor ki ngcl ass.The bi r t h oft he i coni c8eye boot ,‘ 1 460’ ,gave r i se t o a br and t hati snotonl ydefined bywho wear si tbutal so byt hei rUSP:t he Ai r wave Sol e.Fr om punkt o Mod,Gl am Rockt o Gr unge,Dr .Mar t enshave been i m bedded i nt o m usi c,f ashi on and subcul t ur e spanni ng t he l astf ourdecades.Now wi t h a vast pr oductr ange off oot wearand accessor i es,Dr .Mar t enshasf ul l y flour i shed t hem sel vesasone oft he m ostr ecogni sabl e sym bol s f orsel f expr essi on and r ebel l i on.
Af t era t r i um phantt went i et hcent ur yofsubcul t ur e gl or y,sal es began t o pl um m etassubcul t ur esst opped evol vi ng.However wi t ht he r i se ofsoci alm edi a and t he sudden f asci nat i on wi t h st r eetwear ,Dr .Mar t en’ sbegan r eappear i ng aspar tofa t r i ckl eup t heor y.Sal eswer e up,and i nt he f ul l yearl eadi ng up t o Mar ch 201 5,sal eshad r i sen by1 3%.
Thr ough Dr .Mar t ens nonconf or mi ng hi st oryof sel f expr essi on,the cor e val uesof r em ai ni ng r ebel l i ous,authenti c and di ver se,ar ej ustas em power i ng t oday.
#SuchAGi r li sbei ng used t o pr om ot ea Dr .Mar t ensfil m ai m ed att he f em al e m ar keti nt he Nor t h East .The fil m f ocuseson showcasi ng Dr .Mar t en’ s di ver si t yofcl i ent swhi l str edefini ng t hei rsubcul t ur e pasti nt o a m ai nst r eam posi t i ve cam pai gn f orchange.
Havi ng a hasht ag t hatcapt ur est he essence oft he i dea encour agespeopl e t ot ake par tonl i ne byt ur ni ng t he negat i ve connot at i onsoft he phr ase i nt o a posi t i ve m ant r a.The pr i m ar y f ocusoft he cam pai gn wi l lbe on soci al m edi a,whi l stut i l i si ng Facebook, Twi t er ,I nst agr am and YouTube.Fr om wt m ar ketr esear ch,i twascl eart hatt hese channel sout per f or m t he br andsot her pl at f or m s.The br and wi l lal so col l abor at e wi t hi ndependent Nor t hEast ,based busi nesses.
The cent r epi ece i sa vi deo capt ur ed ofem power i ng wom en i nl i ne wi t ht he “ #SuchAGi r l ”cam pai gn.Thi s wi l lbe showcased f ort he fir stt i m e dur i ng i t sl aunch par t yi n VAMOS!Ever yone t hatent er st he com pet i t i on wi l lbe gi ven a pai roft i cket st ot he l aunch par t yaswi l lever yone who pur chasesan i t em i nst or ef ort he t wo weeksl eadi ng up unt i lt he par t y. Att he par t y,Manny’ sPi zzer i a wi l lpr ovi de f ood whi l stdr i nkswi l lbe pr ovi ded byVAMOS!t hem sel ves. Af em al e DJwi l lpl ayf em al eonl yt r acksal lni ght . Mor eoverwi t h an i nt er nat i onalwage gap of23%, each par t ypar t i ci pantwi l lbe gi ven a voucher ,whi ch ent i t l est hem t o 23% of ft hei rnextpur chase.
I nt he weekbef or et he vi deo l aunch,t easercl i psof t he fil m wi l lbe r el eased on I nst agr am .Thi si scur r ent l yt he m ostengagi ng soci alm edi a pl at f or m f or Dr .Mar t ens,wi t h vi deo cont entcr eat est wi ce as m uch r esponse t han phot os.Mor eover ,t he edi t or ’ s f avour i t e‘ #SuchAGi r lcom pet i t i on subm i ssi onswi l l be post ed i nt he l eadup t ot he l aunch,whi l stal so encour agi ng ot hersoci alm edi af ol l ower st oj oi ni n on t he hasht ag.