Dr. Martens launches new global brand platform ‘With Bouncing Soles
Dr. Martens has launched a new global brand platform as part of a new ecommerce experience to support its consumer-first strategy.
Called “With Bouncing Soles,” the platform is built around the three words that have been stitched onto every Dr. Martens heel loop since 1960. It also showcases the brand’s refreshed visual identity.
Subscribe to TRBDr. Martens said the platform has been developed as an end-to-end elevated consumer experience, “bringing together commerce, craft and culture in one globally connected destination.” This includes a storytelling element and editorial content.
The new ecommerce site is live across the US and major European markets, with other markets set to follow in the coming months.
Carla Murphy, chief brand officer at Dr. Martens, said: “Everything we do is grounded in the relationship we have with our consumers and the communities around us.
“Whether they’ve worn Dr. Martens for decades, are finding their way back to the brand, or are curious about where we’re going next, we want every interaction to feel meaningful and unmistakably Dr. Martens.
“‘With Bouncing Soles’ as our creative brand platform brings our products, people, and their stories together, connecting our heritage with the spirit of Dr. Martens today and the future we’re building together.”
Retail as a brand experience
Dr. Martens is also continuing to execute its new retail strategy this autumn, with the redesign and relaunch of brand centre stores in Le Marais, Paris; Sendlinger Street, Munich; Herald Square, New York City; and Century City, Los Angeles.
These stores mark the next phase in Dr. Martens’ four-tier retail strategy, which has introduced four distinct owned retail formats, each designed with a specific role in the customer journey. Beacon stores aim to offer an immersive brand destination where consumers can fully experience the brand, while brand centres aim to provide a destination to explore the full Dr. Martens range with “depth, expertise and an elevated experience.”
Meanwhile, brand stores offer a convenient way to shop the best of the brand, and there are also outlet stores providing “value without compromising identity.”
Ije Nwokorie, Dr. Martens chief executive, said: “’With Bouncing Soles’ is an important milestone in our consumer-first strategy.
“As we continue the hard work of pivoting our operating model around the consumer, we are also starting to enter the scale phase of our strategy and are investing with intent in the assets that build long-term desire for the brand.
“The reaction to our first beacon store in Brewer Street, London, gave us real confidence in this direction, and the combination of a refreshed brand identity, our elevated ecommerce experience and four brand centres opening this autumn are the clearest expression yet of what a consumer-first Dr. Martens looks like as we strive to achieve our ambition of becoming the world’s most desired premium footwear brand.”
