#MORETHANJUSTABOOT
Currently, Dr Martens is a very successful, globally recognised brand. Their main images, advertisements and campaigns promote a rebellious, working class statement. The brand is very closely linked with people who take pride in being part of the working class largely due to subcultures adopting the brand as a political fashion statement in the 1960’s. The iconic boots were seen on the likes of Pete Townsend of ‘The Who’. With this image in mind, there is a brilliant opportunity for the brand to utilise this and collaborate artistically with a brand of an opposite class status. This will give Dr Martens the chance to discuss and promote a very relevant issue within the UK - class.
Strengths:
Weaknesses: •Britishness •Rich heritage •Strong brand narrative •Customer loyalty •Worldwide availability
•Rebellious connotations could deter potential new customers •Associations with German, rebellion groups •Very product based social media platforms •Ranges are similar therefore the brand can easily go out of style
•Exciting in-store layout and memorable customer experience •Positive message
Opportunities:
Threats:
•Spread a positive message in a less rebellious and confrontational manor •Competitions •App for customers to stay connected via •Use influence to provoke social change •Build on previous campaigns, such as #STANDFORSOMETHING, by unitedly pushing for one change in particular
•Competitors such as Timberland and Converse •Repetitive promotion techniques could bore customers •Being undercut by cheaper copies of the famous 1460 boot
Customer Profile Gender: Male or Female Height: Average to tall Build: Lanky/skinny Age: 20’s-late 40’s Mood: Deep, moody, serious, calm unless talking about something they are passionate about Dress: Leather jacket, distressed skinny jeans, t-shirt with logo of their favourite band Personality: Moderately confident, impulsive, imperfect, rebellious Residence: Flat in the city that they share with their friends Free time: With friends, talking and listening to music in derelict locations Talents: Art, plays drums, poetry Inspiration: Bands they listen to, their friends, blogs Aspirational brands: Comme des Garcon, Miu Miu and KENZO
Brand Pillars
Research Findings 1. Graph one shows that almost half the people asked, DO own a product from Dr Martens.
2. The second chart shows that the most common answer given was ‘rebellion’. This demonstrates that, although this was only a small survey, the brand does carry strong rebellious connotations.
3. Graph number three shows that over half of the people asked said that they are not proud of where they come from.
4. The final graph illustrates that the majority (26/30) do believe that society is divided by social class.
Objectives
OBJECTIVES
The main objective will be to increase knowledge and presence of Dr Martens by engaging with local tastemakers to promote change.
To Convey a strong, but non confrontational message about class divisions in society.
The campaign will aim to provoke conversation about this topic both on and offline by collaborating with shoe maker, Dapper England.
Make people think about where they come from and feel proud of their heritage, as Dr Martens is.
Collaboration-Dapper England Based in London Their official website states that their products consist of ‘original artwork’ and ‘intricate deign’ but also use traditionally hand-made techniques. Make high quality slippers and loafers They describe themselves as ‘quintessentially English’ Lines are characterised by Ascot, Eton, Mayfair, Jermyn Street, Duke and Westbourne
In September 2015, they announced that they will be stocked in The Dandy Lab retail outlet, located in Old Spitalfields Market, London.
PESTLE Analysis Political: Politicians themselves are disconnected with lower, working classes. The majority of politicians attended a private school and are already very wealthy when they enter politics. Working class citizens feel that they cannot be understood by such politicians.
Economic: House prices are higher in the south of Britain than they are in the north, this suggests that southern areas are worth more and are more desirable places to live.
Social & Technological: Rail link recently made a line that goes from Newcastle Upon Tyne, direct to London. ITV news interviewed regular commuters on the M60, the general consensus was that road works in the north are not completed as quickly as those in the south. Additionally, regular commuters said that they encounter major traffic jams daily on the way to work, they would like to have seen the money that was spent on the rail link spent on fixing the M60.
Legal: Tax avoidance, corporate businesses hide away off shore accounts totalling millions, yet working class people are chased up for missing totals as little as ÂŁ50 or less.
Owen Jones
“Demonisation is the ideological backbone of an unequal society” Socialist, Owen Jones published a book in 2012 titled Chavs: The demonisation of the working class. The book argues that in recent years, the ruling class have intentionally demonised the working class, through the media, in order to distract from their dismantling of the welfare state. Jones discusses the same issues that Karl Marx addressed in the 19th century. Sadly the issues are still relevant today.
“The history of all hitherto existing society is the history of class struggles”- Karl Marx
Strategy
Encourage a topical, online, conversation
Increase loyalty of existing customers
Communicate the ideas and concept of the campaign
Attract new customers by conveying a different social message
Tactics
Launch a conceptual film. Premiere it at the London Fashion Film Festival and in the Spitalfields store at the same time
Create a competition that has to be entered through the app
Launch an app so that customers can keep up to date and feel closer to the brand
Both brands collaborate to artistically design a limited edition range that conveys the concept
Territory
The campaign will be based in the Spitalfields store, London, as the collaborative brand also has an outlet in this area. However, all stores in Britain will stock the limited edition collection as this adheres to the campaigns message of removing invisible class barriers.
History of Spitalfields Spitalfields, London, has a rich history of events and characteristics that provide both Dr Martens and Dapper England with the perfect base territory for their collaboration. The characteristics will appeal to the local tastemakers who strive for diversity. In 1682 Spitalfields was known as a ‘stronghold of nonconformity’ this strongly links to Dr Martens brand ideology in the present day.
Contrastingly, Spitalfields became known for making luxurious silks, in the 1700’s, that were popular with the upper classes.
Appealing to both brands, for different reasons, the area gathered connotations of diversity. This was due to new settlers in the early 1900’s. Migrants from Malta, Ireland, Scotland, India and Bangladesh formed culturally and socially diverse communities in Spitalfields.
Reasons for Spitalfields Territory
Local Tastemakers
Timeline
Limited Edition Collection
Designers from both Dr martens and Dapper England will collaborate to create a limited edition range consisting of 2 styles of women’s and 2 styles of men’s. The shoes will be symbolic of the message the campaign is conveying by representing the mergence of the two classes via a tangible product.
An example of how the two designs could look when merged together
The Competition & App What will happen? On 16th September 2017, Dr Martens will post a status on their social media platforms. They will ask their followers to take a picture of their boots in front of a landmark or scenery that depicts where they are proud to be from. Followers will be asked to upload their photograph to the new, free, Dr Martens app where the competition images will be available to see. A ‘best of the week’ image will be posted on social media weekly with the hashtag #MORETHANJUSTABOOT. The winner will be chosen on 16th December. They will receive a new pair of shoes from the limited edition range. Their photograph will feature across Dr Martens social media. Why will this happen? The competition will raise awareness and encourage use of the app. This is fitting for the campaign as it is trying to get people to think about class, which, in turn begins with geographical locations.
Online and In Store Promotions
Links to the app will be promoted online through social media platforms and advertised in stores.
FILM BLURB
Dr Martens X Dapper England merge together beautifully in this new, powerful and evocative, fashion film. #MORETHANJUSTABOOT Class division not only impacts society but fashion, greatly. The mergence of these two brands, that sit either side of the invisible barriers, seamlessly demonstrates the opposite spectrums of class. The film questions why there is still a place for such divisions in modern society. Tell us your thoughts using #MORETHANJUSTABOOT. Shop the new limited edition collection at http://www.drmartens.com/uk/dapper-England Enter the #MORETHANJUSTABOOT competition via our new app. Visit our Facebook page for details https://www.facebook.comm/drmartens
Hinting Online
Measuring Success
Number of people who enter the competition, in turn downloading the app. Monitor the hashtag frequency of campaign mentions and ratio of positive to negative comments
Number of regular and limited edition collection sales
Looking more closely at what is being said about the concept of the campaign and what it is trying to achieve. Number of people who enter the competition, demonstrating their pride in their heritage
Monitor hashtag- sentiment of posts and emotive language beyond the purchase of the collection.
Charlotte Jarvis Media and Public Relations Word Count: 1539
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