Opportunity

Position a successful European fashion footwear brand as a “must-have” work boot in the United States. Leverage Dr. Martens' iconic look and counter-culture spirit to appeal to the American industrial workers and satisfy their need for a top-quality boot that doesn't only look cool, but is also tough and reliable.


Strategy

Winsper conducted a comprehensive Market Assessment Study to help Dr. Martens discover new growth opportunities in the U.S. industrial footwear market: a thorough analysis of the competitive landscape; in-depth primary research of retail channels; and secondary research of consumer demographics and psychographics based on a variety of of sources public, syndicated, academic, and commercial.


Insights

Today's American industrial workers see Dr. Martens as a brand of their younger, more carefree years, and a brand that used to express youthful rebellion can still be theirs at a more mature stage of their lives. While other industrial footwear manufacturers are trying to break into the fashion marketplace by introducing new product lines, Dr. Martens is already an established authority in that space.


Results

Winsper recommended that Dr. Martens capitalizes on its popularity with key growing demographics, and leverages the industry trends of combining fashion and function in a work boot by staying true to its brand heritage.