Contents 4-5. OUR STORY
18-21. OUR CONSUMERS
6-7. HISTORY
22-29. BRAND GUIDELINES
8-9. OUR BRAND
30-31. SUSTAINABILITY
10-11. OUR VALUES
32-34. COMMUNICATION
12-14. COMPETITORS
GUIDELINES 36-37. BRAND TOUCHPOINTS
16-17. PRODUCTS
38-39. CSR
brand story
“A history of of rebellious self-expression”
“Dr. Martens’ appeal to people who have their own individual style but share a united spirit – authentic characters who stand for something. People who possess a proud sense of self- expression. People who are different.”
We at Dr. Martens are a lifestyle brand that offers durable but fashionable footwear, clothing and accessories. Our brand is unique to other shoe brands as we offer a statement not just a shoe. By wearing our products it shows that you stand for something. Many people have led the way for the ways of self-expression through our shoes. Initially our boots were sold for working men, but quickly escalated to being the rebellious icon it is today. This started from ‘“Hard Mods”’ as they were proud of their working class roots and emphasized their everyday work wear AND in their own personal style. This created our stand for something identity and attitude within the brand. 4.
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history
brand born from innovation dr klaus Maertens created a unique air- cushioned sole, a partnership was then created with Dr Maertens and Dr Herbertfunk.
A CULTURAL ICON 1960’s the decade the dr.martens boot was made. a wave of change, new ideas, cultural upheaval and eventually social revolution.
customising them. the simple 8-hole boot. US musicians touring the UK took pairs of DM’s back home, starting American subculture’s adoption of the brand.
THE REVITALIZATION OF Dr. martens. Shortly after the brand’s 40th birthday, sales declined dramatically Then in 2003 the revitalisation of the famous brand began with high fashion designers from around the globe re-interpreting and customising the classic 1460 boot.
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1960
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2000
the simple 8 eye boot
sales of small men’s size boots turned DM’s into a street trend for girls, buying them and then
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1960
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the beginnings of an icon the griggs family were at the very heart of the english shoe industry for six decades.
born from ingenuity the griggs family became aware of the new sole. a license was acquired and a few key changes were made to the original design. April 1st 1960 , the eight-holed 1460 Dr. Martens boot had arrived.
the 2 pound work boot Initially worn by postmen and factory workers, Dr. Martens’ first few years of existence were worn as work boots. Dr. Martens were suddenly picked up by early multi-cultural, ska-loving skinheads.
a symbol of self expression The decade of glam, punk, Two Tone and early goth saw British youth culture divide into numerous distinct tribes. By the end of the decade they had become a fierce symbol of self-expression at the very heart of British youth culture.
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1990 festival culture Grunge turned the mainstream music world on its head and took Dr. Martens with it. The emergence of nu-metal and very early emo saw yet more new music genres adopt the boot. The brand also became synonymous with festival culture.
2010 five decades Dr. Martens celebrated its 50th anniversary: five decades that have witnessed the brands adoption by a diverse range of tribes, celebrities, musicians and free-thinking individuals.
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Brand mission “Dr. Martens’ appeal to people who have their own individual style but share a united spirit – authentic characters who stand for something. People who possess a proud sense of selfexpression. People who are different.”
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what do we value? individual style
authenticity
united spirit
self expression
non-conformity 10.
diversity 11.
brand positioning map practicality
who are our competitors?
affordable
luxury
stylish 12.
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brand Positioning
Dr. Marten’s current position among its competitors is shown on the brand-positioning map on the previous page. Even though Dr. Martens is primarily a brand that offers practicality and durability it is also a highly fashionable brand. This creates new competitors for our brand such as; Steve Madden, vagabond and Jeffery Campbell. Although these brands are mostly fashion based they do still offer durability for example Vagabonds are more luxurious as the materials used ensure long lasting wear, the same as Dr. Martens. It shows our brands main competitor Timberland positioned as practical over fashionable, as they are not seen as fashionable to consumers, unlike DR.Martens.
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our
our classics
products Doc martens x lazy oaf
1460 SMOOTH
popular collaborations
Dr. Martens x Tate: William blake
1461 smooth
THE 1460 IS THE ORIGINAL DR. MARTENS BOOT. ITS BOOT’S RECOGNIZABLE DNA LOOKS LIKE THIS: 8 EYES, CLASSIC DR. MARTENS SMOOTH LEATHER, GROOVED SIDES, A HEEL-LOOP, YELLOW STITCHING, AND A COMFORTABLE, AIR-CUSHIONED SOLE.
The Dr. Martens x Lazy Oaf Buckle Boot is an expression of both brands. It sits on top of a double-platform sole for an empowering wear and some extra height, perfect for stomping city streets. The boots are engineered from a soft Hi Suede leather and feature a triple strap fastening with heart-shaped buckles, a contrast heart detail to the back and Dr. Martens branded heel-loop.
NAMED AFTER THE DATE OF ITS CREATION, 1ST APRIL, 1961, OUR 1461 SHOE HAS BECOME ICONIC. ORIGINALLY SOLD AS A DURABLE WORKING MAN’S SHOE, IN THE 70S AND 80S THE STYLE BECAME POPULAR WITH POLITICAL PROTESTERS, AND AS A FASHION ITEM AT UNIVERSITIES ACROSS BRITAIN. TODAY IT’S WORN AS A SYMBOL OF REBELLIOUS SELF-EXPRESSION BY INDIVIDUALS FROM ALL WALKS OF LIFE.
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In partnership with Tate Britain we’ve used the artwork of English painter William Blake to subvert classic Dr. Martens styles into pieces of wearable art.
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target consumers
OUR CONSUMER Our brand today is now globally recognized which has acquired us A diverse target audience, with ages RANGING from 16-50 and both male and female. Although we have a large demographic, we find that there is a unification within our consumers as they are seeking after their own individual style through their own self-expression.
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MOODBOARD
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CUSTOMER PROFILE
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LOGO
BRAND GUIDELINES For our brand it is key that we keep the logo consistent so it is easily recognisable and helps to maintain the respect gained from on going loyal customers. the logo consists of the name of the brand and its special quality that sets it apart from other brands ‘air wair.’ it is also consistent of the brands iconic colour theme; black, white and yellow. the logo curves up to represent the ‘the bouncing soles’ that our boots have. the logo is simpl yet clever as it informs the consumer of the one feature that makes US stand out from other brands. the design of the logo with the yellow circle in the middle is representative of the bouncing soles that are used in the boots ALSO. 22.
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where you will find our logos
what not to do with the logo do not adjust the colour of the logo
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do not remove the slogan of the logo
do not add colour to the background that is not within the classic colour palette
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COLOUR specifications Our main colour palette consists of three contrasting colours; black, white and yellow. The use of these three simple colours has become iconic and distinguishable to our brand making it easily recognizable to consumers. We believe that the use of a colour scheme helps to represent our values and helps create trust within our consumers, as they know that we will always stick to our roots and beliefs within our brand.
image guidelines
PANTONE: BLACK 6 C SCREEN: C=82 M=72 Y=62 K=91
PANTONE: 7405 C SCREEN: C=11 M=15 Y=95 K=1
PANTONE: 423 C SCREEN: C=46 M=36 Y=36 K=16
PANTONE: 7540 C SCREEN: C=59 M=50 Y=47 K=41 Throughout our brand we like to portray a certain image to our consumers. we like to think that through all of our platforms, be it our social media accounts, campaigns and events that we are true to our brand image. Our image is that of freethinking and self-expression, through clothing, artwork and music. So we like to think that the images that we provide are true to this. we want our consumers to stand out from the crowd so we think that the images that we share should be different to our competitors. instead of boring photoshoots we like to think of the MESSAGE, for example the scenes in which our campaigns are shot. the image above is shot on a bus which is not the typical setting for a photoshoot. we like to think outside of the box and provide our consumers with more than just a shoe, but a way of life.
PANTONE: 7540 C SCREEN: C=83 M=72 Y=62 K=91 26.
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tone of voice
store requirements
We believe that the past is just that a thing of the past and we want to inspire change. Rebellion is our main concept; we don’t want to live through old ideals and certain ways of living. We want to create a new way of life and inspire those around us to do so also. We want to allow individuals that are sick of following the crowd to stand out and express themselves for who they really are.
The stores for our brand require, a large comfortable space so the shoes can be displayed clearly in order for the consumer to easily see what is on offer. The tags on the items allowing the customer to see the prices of items should be on the outside of the boot so they can easily see the cost. All collections are aligned together, but only showing one shoe to maximize the space and making it look less cluttered. Accessories are shown by the till to help increase sales, as consumers coming across a low price item in one of our stores makes them feel more inclined to buy, as it seems moderately cheap compared to the £1oo+ footwear they’have just purchased. New season and collaborations should be seen in the front of the store and in the window ensuring that passers by and customers looking around are aware of the new products.
By doing so we believe that we are at the heart of youth culture. We want to empower youths to be free thinkers and express themselves through their style of Dr. Martens. 28.
The stores should also stick to the main colour scheme of black and yellow with hints of browns within the interior furniture. Many of our stores have wooden accents throughout, with the flooring and shelves to give an authentic look to the stores, conveying the authenticity look and feel of the brand.
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DR MARTENS X collaborations
Sustainability Dr. Martens is mainly known for its unique sense of style through their boots. However since the company first began they only provided their consumers with boots, but since then they have modified and grown their range. Within their collection they now sell different types of shoes ranging from; brogues, sandals and heels. Not only do WE have a wide range of products, WE also collaborate with many different brands, WITH A WIDE RANGE OF popular brands such as supreme and lazy oaf. They also collaborate with artists, to create unique pieces that wouldn’t typically be seen on the streets. by continuing on with these collaborations and expanding there ranges to widen OUR demographic IT will help to keep the brand sustainable. 30.
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social media
Communication guidelines Dr. martens has a large online presence withIN OUR social media accounts, such as; Facebook, twitter and Instagram. Each of our social media accounts have large followings, which means we must be consistent with our accounts to help keep our followers updated and interested in the brand. Our Instagram account is our most popular platform with over 1.5 million followers. Our account mainly consists of street style photography, new collections and artistic imagery. We also like to involve our customers with our social media accounts by encouraging them to use the hash tag drmartenstyle. We then pick out images and repost them to our official account. We believe this is great way to connect with our consumers and make them feel closer to the brand. We also want to celebrate our followers and there individuality. 32.
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#drmartenstyle
our blog
We also have a website in which we sell our products, which also provides customers with a blog. Which keeps our customers up to date with the brand. It includes different segments in which we cover subjects such as; music, art, style, ABOUT the brand, our collaborations and competitions. Allowing our consumers a deeper insight into the brand and what we get involved with. There is also a section called hash tag worn different which celebrates, celebrity style and everyday style. Our intentions for the blog is TO further connect OUR brand to our consumer and encourage them to take part in the different events that we host, such as gigs and customization events. 34.
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product development HERE AT DR.MARTENS thrive on developing our brand, so that every customer finds the perfect fit. We use product development as a strategy to update our product range and increase our sales. An example of one of our new product ranges is our line of leather bags AND SATCHELS which is helping to develop our brand and keep up to date with our consumers wants and needs.
brand touchpoints
MARKET development We are always developing and creating different collections that we hope to introduce to new markets or market segments, such as selling our products through mainstream stores, such as office and asos. Allowing us to be recognized by a new demographic.
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Corporate social responsibility Ethics For Dr Martens the workers in our supplier factories are just as important to us as our own employees, we believe that everyone in our supply chain should be treated fairly and with dignity.
CSR
A key part of our strategy is to have long-term relationships with a small number of key partners. This allows us to build stronger relationships with a deeper understanding of the issues faced by our suppliers and creates an environment of trust and transparency.
environment Our products have always been built to last but it’s equally important to us to develop and manufacture sustainable products that are safe for consumers and have a minimal impact on the environment. We currently do this in a number of ways and are committed to continuing to explore opportunities to improve the sustainability of our products and reduce their impact on the environment through research and innovation.’
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ETHICS CLAUSE I confirm that this work has gained ethical approval and that we have faithfully observed the terms of approval in the conduct of this project.
SIGNED
LUCIE TALLIS n0756168
DATE
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