0
Dr. Martens tries to rebuild relevance without abandoning the boot that made it famous
The turnaround strategy is a case study in how a heritage product can chase younger consumers without erasing its identity.
Dr. Martens is pushing a brand reset after several difficult years, centering a new campaign on cultural figures including Chloë Sevigny, Naomi Watanabe and Jordan Stephens.
Why it matters
Heritage brands face a recurring problem: keeping the product recognizable while preventing the brand from becoming nostalgia.
Dr. Martens is leaning on its craft story, subcultural history and signature “bouncing soles” while experimenting with new product categories and more localized marketing.
Read it at the source