Recognizing the Audience
Although the Dr. Martens brand already has a large and well-defined following, it never hurts to encourage more people to focus on their self-expression! Growing the brand also means knowing your competitors and finding sustainable ways to improve.
Current Audience
The Explorer
Desire to challenge themselves to try out new ideas and have new experiences.
The Reformer
Focus on enlightenment, personal growth, and freedom of thought.
The Struggler
Living in the moment, seeking sensation and escape.
Target Audience
The Succeeder
Strong work ethic, goals, and leadership.
Dr. Martens could do more to advertise their products to a range of populations:
With the rise of fast fashion websites that make similar products at low cost, they could do more to convince individuals with lower incomes/ budgets that their shoes are worth the higher prices; they could advertise use of ethical production, benefits of their shoes for the environment, etc.
They could attempt to reach older demographics by advertising the long-lasting durability and support of their shoes, as well as referencing their past periods of popularity that people ages 40 and up could resonate with.
Because a large percentage of their customers are women, Dr. Martens could do more to be gender inclusive and reach the populations of male and non-binary individuals as well. Dr. Martens aren’t explicitly directed towards women, but they should still attempt to create a new range of styles that would be more diverse and appealing to all.
