Dr Martens wants to grow beyond its classic models
Like Stetson or Vespa, Dr Martens is one of those brands whose name immediately identifies a specific product. The British brand's Aiwair shoes, with their leather uppers and distinctive soles, remain Dr Martens' core model.
But the brand has now clearly diversified its range, to add more strings to its bow. The new range was presented, among others, at the Dr Martens second, newly opened Parisian store in rue du Faubourg Saint-Antoine.
"The new concept is more industrial (...) explained Sébastien Duffait, Marketing Manager for the footwear label's France-Benelux subsidiary. (…) Thanks to the launch of the DM's Lite range we now have about 400 items per season, and we will be able to reconnect with a younger clientele." »
The DM Lite's range is inspired by the classic Dr Martens style, but features a much lighter sole, giving the shoes a feel that is more urban than workwear or military.
"Our customers are loyal to the brand, but the feed-back we received, especially by some of the younger ones, was that the products were too heavy. The DM's Lite range offers an alternative to the weight of the classic models, underlined Sébastien Duffait, and it is increasingly successful, the best-seller on our European e-commerce website. The 'contemporary casual' range currently weighs about 15%."
As always, the objective is to broaden the Dr Martens appeal.
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