Building a fashionable brand image
A Dr Martens case study

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Page 2: Fashion marketing

Dr Martens 4 Image 2There is little doubt that there has always been a close association between music, style and fashion. Most youth cultures, since Dr. Martens hit the world stage in 1960, have associated themselves with a style of music - ska, glam rock, grunge and punk... Each of these youth movements has been comfortable with Dr. Martens products as part of its look and lifestyle.

Fashion marketing always benefits from the ‘early adopters’ of products, i.e. those who are prepared to lead style and fashion rather than follow others. It is always helpful for marketers if individuals and groups with a strong public following choose to adopt the product being marketed. Many artists wear Dr. Martens footwear and help provide a strong momentum of interest for the brand. The ever-growing list of bands seen wearing Dr. Martens footwear includes Aerosmith, Beck, No Doubt, The Fugees, The Cranberries, Madness, Red Hot Chilli Peppers, The Mighty Mighty Bosstones, Black Grape, Chemical Brothers, Terrorvision, Kula Shaker, The Crocketts, Republica, The Dandy Warhols, David Bowie, Earl Brutus, Audioweb, Dexy’s Midnight Runners, Hanson, Alanis Morrisette, The Undertones, The Sex Pistols, The Who, M People, Sting, Madonna, Nirvana, Oasis and not forgetting Elton John’s giant Cherry Reds specially made for the film ‘Tommy’.

Until quite recently, these artists were to be seen wearing the Dr. Martens core product. However, as the brand has diversified into more and more varied lines, so too has the spirit of adventure of the ‘early adopters’ who today can choose from a wide range of new styles.

Dr Martens | Building a fashionable brand image