50 years and still making stomping ground

To promote the 50th anniversary of Dr Martens, they have joined forces with certain bands whom they feel promote the feel and carry the image which Dr Marten bodes well with. the album is free to download from the website. On second glance all the songs are remakes of 1970s/80s hits sung by modern artists, like a rebirth, Dr Martens have transferred through different popular cultures and different fashion eras.

They are accessible, honest footwear built to last, it's a shame they are now making them in China!



The website links in with the Dr Martens story and issues Dr Marten's for Life campaign. They offer a life guarantee for a pair of Dr Martens, promising to repair or replace any faulty ones.  The cardboard background and black lined illustrations resemble the Dr Marten's approach, honest, no bollocks and straight to the point. The site then branches out to the different stores depending on country, and then I feel the brand drops off and the experience ends when you click buy online. The bakground is white and the shoes are laid out like any generic website. You can again access the branded world when clicking on "history" they have produced a video to further celebrate the 50 years of dr M's.

As a website, I feel like it could do more. There are the typical social network links, videos and music, but could they be doing something more to give the product and brand more justice?

So much potential, but maybe if they tried too hard, it would patronise the essence of the brand and therefore they have to have a laid back approach to match the essence.