Ch. 8 - Segmenting and Targeting Markets

When Doc Martens were made they were originally meant for working men. Specifically police officers, mail men and construction workers and factory workers. But in the 60s the younger generation who were punk/skin heads took the shoe into their subculture. Today Dr. Martens has become a true icon of youth culture throughout the world. Since then Doc Martens have focused on their target market of teenagers and young adults. The age ranges from 13-25 both male and female. 
  In order to keep their target market interested and loyal, doc martens a company with a strong orientation to the youth and fashion market have been trying to keep a relationship with their customers. Dr. Martens has chosen different projects like theatre productions and music festivals and social media to connect with their customers.

Ch. 11 - Developing and Managing Products

The Doc Martens company main focus is to be known as a unique shoe brand. They have a very popular boot called the 1460 boot. The 1460 boot in black is the most popular boot but this boot has been modified hundreds of times. This shoe has come out in every color you can think of and multiple designs like floral, velvet, and cartoons. Whenever Doc Martens come out with a new shoe they always puts out a ad on social media and on their own youtube channel, the minute long video is usually something a teenage can relate to. If its a big collection for a season there is always a video thats a couple minutes long and they try to represent the brand the way it has always been known. Expressive, Rebellious and free thinking.
Doc Martens known as a shoe company expanded into clothing, bags/wallets,and socks. All these products are going to attract new customers and keep loyal customers interested. There is a small selection of the clothing and purses in store which gives customers a little taste of what style the doc marten company is trying to give off.