In this vein, talents have been pooled from far and wide, spanning high fashion backgrounds to global sportswear résumés. In November, Isadora Versiani will join the company as global product design director from Marc Jacobs, where she last worked as global footwear design director. Nadia Svensson, who worked at Adidas for five years, will also assume a new post at Dr. Martens as global merchandising and product director.
Premiumization
The brand is doubling down on its communication of craft, finding fresh ways to remind people of its provenance and heritage.
The Made in England line, for instance, offers consumers iconic designs handcrafted in the original Dr. Martens factory in Wollaston, Northamptonshire, with each pair signed and sealed by the person that boxed it. A pair of classic 1460 Dr. Martens boots in this range cost £220, while a general release pair of 1460s sit at £170. But the push for premiumization applies across the entire brand, Murphy says. How does that square with a brand that prides itself on accessibility?
“Being customer-led [means] experiences that feel premium, not premium experiences,” she says, explaining that the focus is on ensuring consumers feel the tangible and sensorial elements of the brand across the storytelling. “I would say we hadn’t been putting that story together.” Murphy cites the premium leathers, the hardy industrial construction, heat welting, and the sourcing behind each design — behind-the-scenes elements that come to the fore.
Jordan Stephens for Dr. Martens.
Photo: Courtesy of Dr. Martens
On shop floors and online that commitment to premiumization is rewiring the Dr. Martens approach. “We’re growing our shoes category, reducing our reliance on discounting, and deepening our wholesale partnerships,” affirmed Nwokorie. “With Bouncing Soles is how we convert that progress into consumer demand: one consistent expression of Dr. Martens across every touchpoint.”
For Murphy, it’s a long road ahead, but she’s confident. The website redesign soft-launched in August. “On there, you can see the types of stories that we were never telling,” she says. Currently, a photo album of user-generated content, showcasing products worn by anyone who tags @drmartensoffical sits on-site, alongside a banner dedicated to the ongoing Rick Owens collab, and a notable mix of footwear, spanning loafers through to platforms and sandals.
Now, the bigger tentpole moments will follow. But, Murphy adds, that’s only the beginning. “We’re not moving away from our icons; our icons are only going to become more present. But the rejuvenation, the interpretation, the reinvention — that’s where that’s where the team will be scrutinizing,” she says.
