Dr Martens
Dr Martens x
THE BRAND
DR MARTENS BRAND PILLARS
BRAND DIRECTION AND PERSONA
CONSUMER PROFILES
PREVIOUS CAMPAIGNS
PREVIOUS COLLABORATIONS
ENGAGEMENT
ENGAGEMENT
ONLINE
Dr Martens use their online social tools confidently. They have a wide range of tools that they use for different activities. Some of them will be used in the campaign more than they would usually in order to gain more followers and attention. Using social media tools well and effectively DR MARTENS will help engagement for the launch of the campaign online as well as offline. Dr Martens has 24 stores currently open from London, Scotland and Northern Ireland. All Dr Marten stores are continually changing their promotional windows. Changing them monthly and have special windows on months with special occasions, such as Valentines Day. The brands stores used local based artists for their in store art work, embracing talent in the local community and giving the store a regional touch not a national feel. REGIONAL NEWCASTLE Newcastle has a student vibe with multiple surrounding universities, the brand also appeals to life-long wearers, that can connect with the history of the region and its industrial working class background similar to the brand. The location of the shop is a good and easily accessible location to their consumers, especially students. The artwork by Prefab 77 and the sofas give off the relaxed characteristics of the brand. The artwork shows cultural values and inspiration traits. The engagement in-store is not as strong as online, staff did not verbally engage with consumers. Although quite a small store, the brand stocks a good range of products, shoes, clothing, bags, laces, and socks. They have threads in jars, promoting the handmade value of the brand to in-store consumers.
COMPETITORS
SWOT ANALYSIS
HUSH
CAMPAIGN OBJECTIVES
TARGET MARKET
To continue to develop relatonships with new cosumers, as well as maintaining exsisting relationships To promote the brand as more than just a boot, embracing clothing, and handbags within the collaboration collection, seeing a rise in sales in these products To increase engagement in the Newcastle store with brand to consumer connection and engagement Post widely about the collaboration being done on social media platforms, embracing YouTube as a more consistant platform and posting inspirational posts on the brand Facebook page To bring awareness to local artist, as well as engaging a new consumer market To embrace Newcastle heritage alongside Dr Martens brand hertiage and interlink the two To show the different level of society and classes the old Newcastle and the old Dr Martens had, giving in depth knowledge to local creatives To bring more awareness to the Newcastle branch and Dr Martens brand values Bring communities together create conversation
LOCAL CREATIVES AND STUDENTS Working with surrounding universities such as Northumbria, Newcastle and Newcastle College. Developing knowledge and a deeper understanding of the city they live and study in. Dr Martens also have a fantastic brand connection with younger consumers. Proving how a local artist like Hush has come from studying in the city to travelling the world and having his work recognised by thousands all over the world. Inspiring and gaining the attention of these local creatives through their city and a local talent. The personas these local creatives hold are relaxed and laid back, they enjoy visiting exhibitions in their free time, as well as doing photography or art. They have a relaxed and laid back style that complements Dr Martens as a brand well. They enjoy shopping for fashion and spend their disposible income on clothing and shoes as this is important to them.
STRATEGY
STRATEGY
The Baltic was once used as a Flour Mill and industrial factory. In 2002 the contemporary art gallery was opened inside the old Flour Mill.
Dr Martens x Hush aims to engage existing consumers and new creative students from Newcastle upon Tyne. Promoting the brand as more than just a boot, giving local communities a deeper insight into their city. Embracing Newcastle heritage alongside Dr Marten’s brand past interlinking the two, generating a relationship with Newcastle’s consumers to the brand. The idea behind the Dr Martens x Hush is based on the fact that up until the twentieth-century art was never a major culture point in Newcastle. Art is traditionally associated with high and middle-class citizens, something Newcastle was not renowned for. Historically Newcastle was an industrial city, playing a major part in the industrial revolution and being one of the biggest exporters of steel. Similarly to Dr Martens, the city was seen as a working class. The brand was originally a workman’s boot, as Dr Martens developed it became a major fashion brand, now collaborating with renowned fashion designers. Like Newcastle, the brand has worked its way out of industrial wear to all societies. Art was introduced to Newcastle around 1924 when Hatton Gallery first opened, with the Baltic and The Laing following. Hush, is an urban street artist from Newcastle, the graffiti street style element of his work represents how far art has developed in Newcastle in terms of social classes and general culture. Art and street art was never a huge part of Newcastle past, but fashion was never intended when Dr Martens first launched. Hush is representing Dr Marten’s history through insight to Newcastle’s former years, both having industrial heritages in common.
The Toffee Factory used to be the home of Maynards, it has always been an industrial building, also being used as a timber yard and saw-mill business. In 2011 the factory got re-furbished and it now home to 24 creative and digital business.
The Cluny in Newcastle was first opened as a flax-spinning mill; in 1860 it reopened as a steam-powered flourmill. Now refurbished the Cluny is a live music venue, pub and cafe in the Ouseburn Valley. It shares the space with artists, offices and recording studios.
CONCEPT : THE LAUNCH
CONCEPT : THE LAUNCH
DR MARTENS INDUSTRIAL WORKERS NORTHAMPTON
DR MARTENS X HUSH OFFLINE LAUNCH
DR MARTENS X HUSH ONLINE LAUNCH Dr Martens online launch will be the Dr Martens x Hush the Fashion Film launched via YouTube. The film will be based on Hush local artwork and the 1460 Dr Martens boot. The film is intended to be the big reveal of whom the collaboration is with. There will also be an online competition running throughout the course of the collaboration launch. Consumers will use the hashtag #morethanjustaboot to upload images of themselves with urban pieces of artwork in their city. Uploading it to any social media platform of their choice, along with a line stating what their city is about. The best 10 will get to feature on the blog and win a free pair of 1460 Dr Martens boots.
The offline launch will invite members of the public and creative students from surrounding universities to visit the historic exhibition of Newcastle in the Newcastle store, showcasing what old buildings have transformed in to. There will be industrial photographs of Newcastle’s past as well as photographs of Dr Martens industrial history. The online launch film will be aired on two screens in store. The main attraction of the offline launch will be Hush performing street art on an installation of a large steel wall outside the Dr Martens store. One side of the artwork will be covered in historic Newcastle in industrial times, and the other side will be gentrified Newcastle. Bringing Newcastle together as a community and celebrating what the city has become. Hush will be located in the store where he will be doing live personalisation on consumer’s Dr Martens products. The final product will be an industrial urban print in a limited collection on 1460 boot, 11” Black Leather Satchel for both men and women and Premium t-shirts. Available to buy in the Newcastle store, London Flagship store and online.
INDUSTRIAL FACTORY WORKERS NEWCASTLE AND HUSH ARTWORK MSA NEWCASTLE
STRATEGIC TOOLS
TOOLS Facebook, Twitter, Instagram and Tumblr used for pre-launch engagement YouTube will be used to launch the film as well as the DM website, it will be linked through from Facebook, Twitter, Instagram and Tumblr Facebook, Twitter, Instagram and Tumblr will be used to launch the compeition #morethanjustaboot YouTube and Pinterest will be used to document the offline launch Twitter will be used for Q&A takeover
EVENTS
FILM BLURB
DR MARTENS X HUSH SS16 - THE ART CULTURE OF NEWCASTLE AND #MORETHANJUSTABOOT Dr Martens x Hush has collaborated to celebrate Newcastle’s cultural art scene and the heritage the brand and the city both hold collectively. Inspired by authentic street artist Hush, proving how once a lower class art, street art has made it to the top, just like Dr Martens. Showcasing how Dr Martens is more than just a boot this fashion film is a modern and energetic journey exploring art, cultures, and the deeper image behind the 1960 boot. Bringing Newcastle’s individuals together as one, and exploring the deeper values of Dr Martens. You can find information and products from the collaboration at http://www.drmartens.com/uk/ and enter the competition #morethanjustaboot for a chance to win a free pair of 1460 docs and feature on the blog! #heritage #community #art #DrmartensH #culture
DR MARTENS X DR MARTENS X
W14023011 EMILY DENTON
BIBLIOGRAPHY
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DR MARTENS X W14023011 EMILY DENTON