Dr Martens moves away from DTC focus in pursuit of new customers
As it looks to move away from being a boots-driven brand, Dr Martens has announced a growth strategy which will see a new wave of customer-centric marketing.
Dr Martens is shifting from a “channel first strategy” to a “consumer first strategy” as it accepts it has over relied on DTC channels at the expense of finding new customers.
The footwear brand has been on a transformation journey in recent years pivoting to a product-led marketing approach and swearing off heavy promotional activity amidst a backdrop of falling revenues.
CEO Ije Nwokorie said in a call to investors today announcing its FY25 results (5 June), that the brand was failing to serve its potential audience by focusing its marketing efforts solely on its boots instead of showcasing the breadth of its offering.
