We helped Dr Martens increase sales from 2 million to 12 million pairs of boots per annum.
A real boot up the proverbial.
We engaged Airwair’s new global distribution network in the Dr Martens brand story, delivering bi-annual sales conferences to launch new ranges, POS, advertising and promotional collateral.
We created imaginative sell-in tools which hooked customers into the brand’s story and its unique features – the air cushioned sole and Goodyear welted construction.
We focussed on below-the-line activity to add visibility at point of sale and we reinforced the brand’s music association through sponsorship of bands, music festivals and celebrity product placement.
During our work for Dr Martens sales grew by 600%, representing growth from 2 million to 12 million pairs per annum.
The Dr Martens brand was successfully extended into new product categories including clothing, accessories, sandals, kids and urban footwear to a new generation of customers.