Dr. Martens steps up youth appeal

Iconic footwear brand Dr. Martens is in talks with design consultancies to create sub-brands aimed at widening its appeal beyond ‘the industrial sector’ and youth culture, Design Week has learned this week.

It is understood a brief has been issued to address how Dr. Martens is positioned, and look at the possibility of creating sub-brands that are aimed at women and urban workers. The brief is believed to include website design, branding and interiors work.

Dr. Martens announced earlier this year that it is seeking to broaden its appeal to a ‘wide range of occupations’. Its strategy will ‘extend the Dr. Martens brand far beyond the industrial sector’, according to a statement issued in June by the company.

Dr. Martens marketing director Carol Ware, who is understood to be managing the design brief, denies the company has a sub-brand strategy. Packaging and graphics work is carried out by US-based Eddison Design, she says.

She confirms shoe design is being ‘looked at’ in-house, and says evolved footwear will be unveiled in February 2004, after a global advertising campaign which kicks off in January next year.