CONCEPT/STRATEGY PLAN
SITUATION ANALYSIS
CORE PILLARS
AUTHENTICITY, DURABILITY, UTILITY, DIVERSITY, REBELLION, EMPOWERMENT AND MUSIC. BRAND HISTORY Dr Martens originated in the UK and begun its first line of all-purpose work boots in 1960, The iconic 8-eye Dr Martens boot featured a black and yellow heel loop, a distinctive yellow stitch with a unique grooved edge sole pattern. The 1460 boots were branded as ‘Airwair’. Firstly worn by the working class the first few years of Dr Martens existence was simply a work-wear book but since the 1970’s the brand then became the ultimate symbol of rebellion and self-expression. Although the brand had evolved beyond its original beginnings, Dr Martens still only appealed to a niche market .the brand has being embedded in the music, art and fashion industry since it began from Grunge to Punk to Mod to Glam Rock and without these industries the brand would have remained a workwear boot. Dr Martens soon established itself as not only a brand but a way of life.
CURRENT BRAND OBJECTIVES
QUALITY VS. QUANTITY, PRODUCT ON PAGE, WIDER FEATURES ON ARTWORK AND COLLECTIONS, EVENT AWARENESS AND GENERAL PRESS OFFICE SUPPORT.
COMMUNICATION STRATEGIES
TO EDUCATE, EVOLVE AND INSPIRE.
CURRENT STRATEGIES
Dr Marten’s current strategy is focused on the emphasis on in-store experience often commissioning local artists to help promote and design stores in different cities, proving less known individuals are more important to them. Dr Martens immerses itself in local culture. Local bands are often invited to events that Dr Martens hold. Individuality is a clear brand focus point for the brand which leads to another strategy Dr Martens are focusing intensely on personalisation of product. Currently Dr martens are improving their approach to e-commerce and increase customer retention by using data to personalise its email marketing efforts.
Opportunities are open for Dr Martens to expand and enter new markets. The brand identity of rebellion could be seen as outdated and Dr Martens could expand and explore the brand image further than its existing attributes. The boot has never changed but the consumer has grown and developed with stronger demands, needs and expectations #morethanjustaboot
TARGET MARKET
The primary target market for the brand is male and female teenagers to adults ranging from 16-22 years old. Dr Martens appeal to it’s market by understanding consumers want more than a good design and quality but they want a history behind what they are buying and a good brand reputation. The brand targets itself to appeal to the niche individuals who don’t want to blend in. Early adopters of products who are leaders in the fashion industry not the followers are the consumers identifying with Dr Martens although a strong momentum of interest in the brand is the rise in artists wearing the footwear. Originally wearing the Dr Martens core product Dr Martens has now diversified so artists are seen wearing a more varied line of products. This shows how the early adopters can now choose from a wider range of styles.
Dr Martens succeed well in appealing to their younger demographic by holding projects in which young people can identify with such as music festivals and theatre productions. These projects also help raise money for charity which helps promote the well-built honest brand that Dr Martens holds itself to be.
CUSTOMER PROFILE
-THE CONNECTOR -20 SOMETHING -FASHION CONSCIOUS -WORKING OR STUDYING -ON TREND -FRESH INDIVIDUAL -LOOKING FOR AN ALTERNATIVE -DIGITAL NATIVE -CREATIVE LIFESTYLE -INFLUENCED BY BLOGGERS
BRAND ATTRIBUTES
SWOT ANALYSIS
STREGNTHS -Stong online presence -Strong brand values -Durable -Reliable -Good Repututation -Brand Awareness -Wide range of products -Brand loyalty =Convinient store locations
WEAKNESS -Over pricing -More expensive than competitors -Lost niche target market -Lack of direct contact through social media -Links with rebellion may have become outdated
OPPORTUNITIES -Entering new markets -Expansion to new technologicl advances -Creation of new designs -Improve online presence -Change in customer demands -Improve in-store experience
THREATS -Cheaper competitors taking lead -Increase competition -One pruchase product -Change in customer demands -Chance of getting left behind -Too niche market
ONLINE AUDIT
DR MARTENS X LARA JENSEN
CONCEPT
A balance of textures and techniques, utilising jewels, metal and leather to produce pieces that balance obscenity with aesthetics. A new collaboration with Hull millinery and accessories designer Lara Jensen for Dr Martens. In addition to the new Hull store opening in 2017 Lara will be designing a new line of sandal and shoe for Dr Martens in the style of her designs. The collaboration will be available from 20th April 2017 to go alongside the new store opening. The line will go further than Dr Martens has before, bringing out a new feminine design of sandal and shoe. Rebellion and self-expression with a bold yet feminine twist. The day of the launch a catwalk show will be live in Hull City Centre coinciding with Hull Fashion Week. The show will use local models promoting the Dr Martens X Lara Jensen line which will then be instantly available in the store which will be located within minutes’ walk. The launch date will be the first chance for consumers to look and buy the new line, Dr Martens X Lara Jensen. The collaboration will be available nationwide the following week but exclusively in Hull for the first week. Post event consumers will be asked to post and share photos of their new Lara Jensen Dr martens and the most shared/liked image the winner will receive a £20 voucher to spend in store.
OBJECTIVES
-Promote #MORETHANJUSTABOOT -Promote new Hull store opening #DRMARTENSHULL -Bring people to the opening event -Involve local tastemakers-Lara Jensen -To influence people -To increase engagement -Increase sales as a direct result of promotion -Improve interaction between brand and consumer -Maintain brand image -To develop new relationships with new audiences -To encourage local people to engage in posative conversation online with dr martens
STRATEGY
TACTICS
Utilising both the Dr Marten’s bricks and mortar store and selected social media platforms, a strong online presence will boost interest from target market but the store will potentially gain interest from outside the existing target market which is an opportunity in which Dr Martens should take. The purpose of the catwalk event is too gain publicity for the new line of Dr Martens X Lara Jensen sandal and shoe and to advertise the new Hull store opening. It is hoping to get the consumer involved in the brand and feel a sense of community and pride. The event will encourage more footfall as designs are available instantly yet exclusively for a selected time period in the #DRMARTENSHULL store opening. Using the catwalk will allow the public to take pictures and videos to share to a wider audience through social media. It is important Dr Martens create a strong brand to consumer relationship and it is important that they respond to social media prior and post to the event. It is essential the event gets pre and post-event social media coverage.
Facebook, Twitter and Instagram will be the first social media platforms to announce first the new Hull store opening using the #DRMARTENSHULL and then the collaboration with Lara Jensen both within days of each other in February 2017. During the event consumers will be encouraged to post using the hashtag. A promotional film will be uploaded via YouTube and shared onto other existing social media sites within the following weeks. The film will be a promotional video announcing Dr Martens coming to Hull. Instagram will be used by both collaborators to show teasers and sneak previews of the event. Facebookwill play a huge part in gaining publicity, an event will be created to invite local individuals to the store opening and catwalk show, giving the feeling of exclusivity from being invited to a page, creating a stronger brand to consumer relationship it will also offer 15% off on the new line. Dr Martens will ensure social media interaction is high and responsive, giving consumers again a consistently strong relationship. A press release will be revealed announcing the success of the event leading onto promoting the new store and new line of Dr Martens.
TIMELINE
3:00 A PRESS RELEASE WILL BE ARRNAGED TO SHOWCASE THE DAYS SUCSESSES AND TO ADVERTISE THE NEW STORE AND LARA JENSEN LINE.
SOCIAL MEDIA
DR MARTENS X LARA JENSEN MORETHANJUSTABOOT DRMARTENSHULL
DR MARTENS X LARA JENSEN COMING SOON
COMING SOON
FASHION FILM
DR MARTENS CONTINUES TO CELEBRATE REBELLION AND EMPOWERMENT, INDIVIDUAL STYLE AND SELF EXPRESSION WITHIN THIS LIGHT HEARTED SHORT FASHION FILM. DR MARTENS IS TAKING A TRIP TOWARDS THE HUMBER WITH A NEW STORE OPENING IN THE CITY OF CULTURE, HULL IN APRIL 2016. MISCHIEVOUS AND REBELLIOUS DR MARTENS EXPLORES AROUND THE CITY DISCOVERING THE HIDDEN INNER CITY OLD TOWN COBBLED STREETS AND THE WIDE-OPEN AIR OF PEBBLED THE FORESHORE. #DRMARTENSHULL