The Return of Doc Martens

In this fast-pace and highly innovative era we find ourselves in, it is an obvious challenge for popular brands to maintain their popularity. Brands tend to fall out of favour with consumers as the marketplace perseveres and expands. It is therefore highly impressive when a brand returns on the radar at an even better position than previously acquired.

Dr. Martens is a footwear brand distinctively recognized for its yellow stitching and patented air-cushioned soles. The brand was first discovered in the 70’s by British punk rockers, but went global during the grunge movement of the 90’s. (Sarfraz Manzoor, 2010). Alongside a number of fashion-related trends, the brand eventually lost its status and the company was forced to downsize. The UK even demolished production of the brand and operations were moved to China. (BBC News, 2003). It wasn’t until 2007, when Dr. Martens, now simply referred to as “Doc’s”, reintroduced their "Vintage" line. (Mark Sanfey,2009). Over the next few years, the brand had completely reinvented it’s status and by 2010 the brand could be seen on numerous runways in the latest designer collections of Michael Bastian and the Generra Sportswear Co; accompanied by many features in high-profile shows in Paris and in the U.K, as well as two fashion awards at the 2010 Mercedes Benz Fashion Week. (Ice Magazine, 2012)

Thus a successful comeback was achieved. One could argue that the successful shift in target market and added function of the boots fuelled this return of popularity. From once and initially worn by skinheads, policemen, postmen and soldiers to now walking in the footsteps of many a celebrity, supermodel’s and socialites; the likes of Agyness Dean, Alexa Chung, Johnny Depp and the Queen of Pop; Madonna’s daughter; Lourdes are proof of the level of success the brand has endured over the recent years. (Phong Luu, 2010). Supermodel Agyness Dean, who will be collaborating with the iconic brand for their 2012 summer campaigns, tells Loulou magazine; “The brand is a great fit for me, as it stands