Week 4

This week I have been mainly focusing on my actual report for my brand extension for Dr. Martens.
Thinking about competitors was a difficult task, because there is not many brands in the UK market where their USP is leather and focus on leather jackets. So, therefore I did some market research on this.
This first and main competitor that stuck out for me the most, was ALLSAINTS. This is because the brand is commonly known for their quality, leather jackets that do well internationally, and also being rich in British, heritage similar to Dr Martens, which is also closely related with Music, mostly british but stemming all around the world also. Many A list stars wear the Allsaints leather jackets, therefore I feel that Dr Martens will be hugely competing with this brand. Although, both brands are similar and different target markets. Allsaints are a bit more premium, and do not target youth culture as much as Docs.

Another brand I found to be a huge competitor in terms of leather jackets was Muubaa, specialising in leather jackets which I had not heard of before. So I plan to do some more research in, other brands I found that sold leather jackets a lot in shops such as Zara, on ASOS, Topman, Topshop etc.

One thing I found summed up my inspiration was the picture below:

I believe this because, you can clearly see the Dr Martens all upon the bands feet. And they are ALL wearing leather jackets, and are all a seriously iconic, punk band that formed in 1976 (The Clash), highly associated with Dr Martens. They were also seen as style icons which really helped with Dr martens success, as all of the bands fans wanted to dress just like them, therefore buying docs.

I also, saw a video on youtube in research for my Fashion film next week. I know I already included the music, but on this occasion it is what I would like my video to look similar to BUT around east London, setting location, as BOXPARK where I have decided where my store will be for the year is. The reason why I chose boxpark is I believe the right target audience shops around shoreditch, and I know Dr Martens are trying to reach out to other areas than Camden, which where they are highly associated with, because recently they did a pop up at Spitafields for just the shoes, which is just around the corner from BOXPARK.
Here is the link I saw of a man traveling the world, as he walks towards the camera screen, the background changes as to different places where he is been. I wanted to do this, but for London, on an average girls day out in London, walking around. Including walking by the canal, spitafields market, walking down an old street! All things she will do, whilst modeling the jacket.

https://www.youtube.com/watch?v=aGBZny5dmkg