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.