Dr Martens Relaunches
Iconic British footwear company Dr Martens announced plans this week to relaunch the brand ahead of the A/W 2011-2012 season with the intention of improving global sales.
In its largest campaign ever, Dr Martens is working with marketing agency Odd to bring a modern twist to the brand's British heritage – with plans to target consumers in the US and Asia.
Marketing director Simon Jobson said: "Dr Martens has been associated with British sub-cultures for 50 years. It is time for the brand to become more mainstream.” The campaigns will feature a mixture of models, celebrities and musicians and will revolve around what Jobson describes as the "four pillars" of the Dr Martens brand – creativity, music, fashion and self-expression.