Dr. Martens - Boots "Worn Like No Other"

In this week’s Social Listening blog post, I chose to write about Dr. Martens, a boot brand I’ve been a fan of since my own angsty and defiant teenage years.

What I loved about Dr. Martens was their distinctive style and how their products were embraced by outcasts—those who don’t fit into the conventional sense of style, such as punks, grunge, and goths. Over the years, I’ve accumulated several pairs of their boots and platforms. Initially, my love for Dr. Martens was unwavering; the first few pairs I owned were comfortable and durable. However, my experience with the most recent couple of pairs has been less positive. I feel that the quality of materials and construction has drastically declined, and the comfort is non-existent. Some shoes I’ve had for years, and I still can’t seem to break them in. Unfortunately, given the price, they just don’t seem worth it anymore.

This shift in my personal experience has led me to wonder if others are feeling the same way. Are there other long-time fans of Dr. Martens also noticing similar frustrations? To find out, I turned to social listening with the hope in gaining a better understanding of what this brand is becoming from within the alternative community.

The brand originated in 1945 and has been the face of rebellion, since World War II. It's creator, repurposed disused military supplies and created a boot with a unique air-cushioned sole (rather than the traditional hard leather sole). A prototype was made which was then designed into the first boot style, a 1460 original. Today, Dr. Martens boots are sold in more than 60 countries, and customers buy around 11 million pairs every year.

 

From the classic yellow stitching that binds the sole to the boot, you can pick out a Dr. Marten boot from the crowd. In the late 90s and early 00s they have diversified into “fashion” rather than as before being makers of a sturdy work boot. They have expanded their collection to include vegan materials and other style shoes, sandals, and hand bags. The value proposition of Dr. Martens is to offer boot styles that stands out and set you apart from everyone else. They cater to the individuals who what to express themselves in a way that goes against mainstream fashion. Their slogan "Worn Like No Other" perfectly encapsulates this ethos. Unfortunately, I think in their strive to expand their brand, they have sold out. 

In researching the Dr. Martens brand and customer satisfaction, I found several areas of concern. To begin, while reviewing customer comments and complaints, I noticed that the consensus aligns with my own critique. Dr. Martens’ quality has significantly declined, and I believe this is partly due to their decision to reimagine their product line to include vegan materials. While vegan materials appeal to a broader and more diverse audience, faux leather does not match the durability and comfort of genuine leather. Customers have reported that the polyester/plastic-based materials used in the vegan collection do not stretch and conform to the foot, leading to blisters and discomfort. Additionally, the decline in quality extends to the soles, which do not flex and bend properly as you walk. This results in the soles separating and tearing away from the bottom of the shoe.

In addition to the change in materials, the sizing between styles varies drastically. If you fit in an 8/9 in one style, you might need to size up or down in another which makes it incredibly difficult for online shopping. While this may not seem to be a big issue for the original styles because you could break them in over time, but the vegan materials are difficult to further stretch out the toe or ankle. This leads you to consider quality over aesthetic. 

Unfortunately, the issues extend beyond product quality. I’ve observed that when customers leave negative reviews or complaints on Dr. Martens’ social media platforms, such as Facebook and Instagram, the customer support response is often inadequate. The lack of response leads to several customers reporting that they have tried reaching out to customer support about issues and never receive a response. Those who did often encountered the same generic, cookie-cutter message: “We’re sorry to hear this…”, which feels almost auto-generated.

If I were the brand manager, I would be more engaged with customers, providing quick responses to their concerns or inquiries. I would address issues with refunds, exchanges, or discounts. I would take customer feedback seriously, such as concerns about shoe quality, and use it to improve the products. It’s clear that long-time customers are trying to hold on to what they loved about the brand, but they feel let down. In responding to customers, I would offer unique, personalized replies and put out marketing notices saying, “We’ve heard you!” Additionally, I would consider bringing back some of the tried-and-true styles with original designs and materials

I've learned a few things from this assignment. One being that sometimes when a brand tries to take a new approach by putting out new products, styles, use new materials, etc. they end up missing the mark. It's hard to satisfy everyone when you try to expand your product because someone always ends up feeling disgruntled. However, poor online engagement can be the downfall of any brand. 

(2023, August 03) The Evolution of Dr. Martens. https://bagginsshoes.com/blogs/news/the-evolution-of-dr-martens?srsltid=AfmBOoodndCwyPv5F-1IrUGV_VreUKUKIA9KmZo3m1KCe_D3gCMa1D6f

The History of Dr. Martens. https://www.drmartens.com/us/en/history 

Moyle, T. (2024, February 03). Dr Martens: From Punk Icon To Billion Dollar Business. https://www.punktuationmag.com/dr-martens-from-punk-icon-to-billion-dollar-business/