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- Globally a well-known brand with over 60 years of history

- Brand has distinct USPs which are recognisable

- Wide customer base which includes many different demographics

- Direct-to-customer selling strategy which showcases the brand to customers in the best way possible

- Adapted to e-commerce and has a website that is easy to use and to navigate – very useful during Covid times and for people with busy lives

- 135 retail stores as of 31st March 2021 which are located in big cities worldwide

- Integrated, bottom-up supply chain and the infrastructure available to meet volume growth (Dr. Martens Report, 2021)

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- Production standards have decreased in comparison to the past as many people say their boots have broken within 6 months (The Guardian, 2019)

- The brand has utilised  offshoring and boots are now produced in China which eliminates the ’Made in England’ label (The Guardian, 2019)

- The products are highly priced which eliminates several customer demographics

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- Revenue in the Footwear market amounts to US$381.90bn in 2022. The market is expected to grow annually by 5.88% (CAGR 2022-2027) (Statista, 2022)

-  Today’s society is very focused on self expression and people can use Dr Martens in a way to express their identity

-  The brand has identified 154 million customers worldwide who have similar attitudinal profiles to those consumers who have bought the brands products in the past (Dr. Martens Report, 2021)

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- Over 30,000 pairs of boots were recalled in 2017 due to chemical exposure as the tongue lining exposed users to carcinogens. This tarnishes the reputation of the brand and new potential customers may be hesitant to buy their products (Fashion Network, 2017)

- The brand was taken over by new owners in 2013 who have been accused of cutting costs by reducing jobs and operating costs (The Guardian, 2019)

- AliExpress have created knockoff boots identical to Dr. Martens which are significantly cheaper

- We are currently in a cost of living crisis meaning many people don't have the disposable income to be able to buy Dr. Martens' products

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Dr. Martens Plc Annual Report And Notice Of Annual General Meeting 2021. [report] Available at: https://www.drmartensplc.com/application/files/6116/2862/7576/Dr._Martens_plc_Annual_Report_2021.pdf [accessed 12 Aug 2022].

WERESH, SALEM. n.d. Dr. Martens Report. Available at: https://scholarsbank.uoregon.edu/xmlui/bitstream/handle/1794/23950/Final%20Thesis-Weresh%20(Booklet).pdf;jsessionid=F35841398F1C3750DCEA093BCCB6B80A?sequence=2 [accessed 18 Aug 2022].

CONNELL, AYLA. 2015. Dr. Martens PR Plan. Available at: https://issuu.com/ayla_connell/docs/dr.martens [accessed 18 Aug 2022].

"Why Did My £170 Dr Martens Split After Just Six Months?." 2019. the Guardian [online]. Available at: https://www.theguardian.com/money/2019/nov/25/dr-martens-boots-quality-wear-tear [accessed 18 Aug 2022].

"Dr Martens: Are Things Going Wrong With The UK's Beloved Brand?." 2019. the Guardian [online]. Available at: https://www.theguardian.com/money/2019/nov/30/are-things-going-wrong-with-the-uk-beloved-dr-martens-brand [accessed 18 Aug 2022].

"Footwear - Worldwide | Statista Market Forecast." 2022. Statista [online]. Available at: https://www.statista.com/outlook/cmo/footwear/worldwide [accessed 18 Aug 2022].

"Dr. Martens Recalls Over 30,000 Boots." 2017. Fashion Network [online]. Available at: https://ww.fashionnetwork.com/news/dr-martens-recalls-over-30-000-boots,860951.html [accessed 18 Aug 2022].

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- Brexit will not affect customers orders at all as supply chain has been adapted

"Brexit FAQ." 2022. Drmartens.com [online]. Available at: https://www.drmartens.com/uk/en_gb/brexit-faqs#:~:text=This%20means%20that%20our%20European,costs%20can%20be%20seen%20here [accessed 18 Aug 2022].

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- As of June 2021, sales hit £773 million due to an increase in global demand.

- Online sales also grew by 30% however the brand want this figure to increase to 40%

- The brand is a PLC so it's share prices can be viewed by potential stakeholders and investors

Dr. Martens Plc Annual Report And Notice Of Annual General Meeting 2021. [report] Available at: https://www.drmartensplc.com/application/files/6116/2862/7576/Dr._Martens_plc_Annual_Report_2021.pdf [accessed 12 Aug 2022].

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- The brand wasn’t to heavily affected by coronavirus as they had enough funds to pay their workers and keep the business going. Factories also remained open and customer’s online orders weren’t delayed.

- On social media, Dr Martens shoes have been trending as Youtuber Emma Chamberlain has been seen wearing them and also rebellious fashion is coming back into style

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- Dr. Martens are using technology in their advertising as they are using adverts on screens in places like tube stations. They play videos on these screens to showcase the shoes being worn and differentiate the adverts from other ones that are usually seen on the underground.

- The brand have a good website but do not have an option to click and collect.

- They also have a newsletter which customers can sign up to to receive 10% off of their first order. The newsletter consists of exclusive offers as well as new releases.

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- It is important that Dr Martens comply with legislation regarding chemical management for many health and safety reasons.

- All new materials that they use are rigorously tested and third party testing labs are used to ensure all products are safe so that the brand doesn't receive any fines or scandals.

- The company is also going to have to adapt their processes to meet with new environmental laws and they are starting this by trying to eliminate landfill waste by 2028 and only use sustainable materials by 2040

Dr. Martens Plc Annual Report And Notice Of Annual General Meeting 2021. [report] Available at: https://www.drmartensplc.com/application/files/6116/2862/7576/Dr._Martens_plc_Annual_Report_2021.pdf [accessed 12 Aug 2022].

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- The leather that the business uses is a by-product of the food industry meaning that they use it instead of it going to waste.

- They are also trying to remove fossil based chemicals by 2030 and have set a target to only make their products from sustainable materials by 2040.

- The company has solar panels on their UK distribution centre and are trying to source renewable energy for their operated facilities

Dr. Martens Plc Annual Report And Notice Of Annual General Meeting 2021. [report] Available at: https://www.drmartensplc.com/application/files/6116/2862/7576/Dr._Martens_plc_Annual_Report_2021.pdf [accessed 12 Aug 2022].