Dr Martens prepares to enter resale market with Depop
Dr Martens has revealed plans to enter the repair and resale market through a new collaboration with online second-hand marketplace Depop.
The duo will be working on the heritage brand’s ReSouled scheme, in which used Dr Martens can be re-polished, given new laces, soles, heel loops and insoles before they are put back onto the market at around 80 percent of the price for a new pair.
Subscribe to TRBSpeaking to The Guardian, chief executive of the British footwear brand, Kenny Wilson, stated that refurbished or second-hand boots could contribute to 15 percent of sales in 10 years time.
“We think this is going to be a big part of how consumers shop in the future,” Wilson said. “This is part of something really important for the business longer term.”
Much of the appeal for the resale of Dr Martens stems from customers’ increasing interest in sustainability, with Wilson telling the publisher: “There are people of all ages saying they would rather buy something that is reconditioned rather than new. There are still lots of people who do want new. It is about choice.”
Wilson said Dr Martens is considering how to design a much larger scheme, but the partnership with Depop would probably be tested out for about six months before any other decisions are taken.
