Ch. 4 - The Marketing Environment

Doc Martens have always been associated with music and fashion. The style of music most of the consumers are associated with is glam rock, grunge and punk. Many artists wear doc marten boots, they help provide a strong interest in the brand. Some bands seen wearing the brand include Aerosmith, Beck, No Doubt, The Fugees, Red Hot Chilli Peppers, David Bowie, The Sex Pistols, The Who, Madonna, Nirvana, Oasis and the list can go on.
Now newer and younger bands have been taking the stage and Doc Martens have been trying to get more awareness on their brand name. That is why they have been sponsering outdoor festivals to bring more awareness to their name. They have sponsered a number of festivals around the world like Phoenix and Reading since 1996 and Glastonbury festivals. 

Doc martens try to look outwards toward the community and see what the best way to create a relationship with their consumers. They have a strong tie to the youth and fashion market.