A Study on Consumer Behaviour Toward Dr. Martens
(Shimmer, 2011)
A Study on Consumer Behaviour Toward Dr. Martens
Content
1. Introduction1
2. History of Dr. Martens2
3. Cultures and Subcultures6
3.1. Skinhead6
3.2. Punk7
3.3. Compare between UK and China9
4. Motivation and core values11
5. Conclusion15
6.Bibliography16
1. Introduction
In fact, for most British people, Dr. Martens need no introduction since the brand has already become a British icon. Dr. Martens is known as a British footwear brand; however, they also make other ranges of products like clothes, bags and shoes protection. The air-cushion sole and yellow stitching is famous features of Dr. Martens shoes. (Employment Wikipedia, 2012)
For so many years, Dr. Martens has linked with youth subculture, Brit-pop and rock music. Thus, Dr. Martens is no longer a fashion brand. It has become an essential element in the different lifestyle.
This report will divide into two main parts. First is the discussion about the subculture involved with Dr. Martens in UK and China and compare the marketing activities in those two countries. Second part will tend to find out the motivation and core value of UK customers toward Dr. Martens, then tries to in depth to understand its influence on the marketing activities of Dr. Martens. In order to narrow the scope of this report, the analyze of the first part will focus on China market, and the second part will focus on UK market
Origin of Dr. Martens (Streething, 2012)
2. History of Dr. Martens
The origin of Dr. Martens can trace back to 1945 during The World War II, when a German army doctor Klaus Märtens injured his ankle, and he could not wear his army boot because it was terribly uncomfortable. In order to recovered from injury, he decided to remade his army boot with more soft leather and tyres. After the war, Märtens started to produce his first pair of shoes with leather which took from a local shop and air-cushioned soles. (Employment
A Study on Consumer Behaviour Toward Dr. Martens
Content
1. Introduction1
2. History of Dr. Martens2
3. Cultures and Subcultures6
3.1. Skinhead6
3.2. Punk7
3.3. Compare between UK and China9
4. Motivation and core values11
5. Conclusion15
6.Bibliography16
1. Introduction
In fact, for most British people, Dr. Martens need no introduction since the brand has already become a British icon. Dr. Martens is known as a British footwear brand; however, they also make other ranges of products like clothes, bags and shoes protection. The air-cushion sole and yellow stitching is famous features of Dr. Martens shoes. (Employment Wikipedia, 2012)
For so many years, Dr. Martens has linked with youth subculture, Brit-pop and rock music. Thus, Dr. Martens is no longer a fashion brand. It has become an essential element in the different lifestyle.
This report will divide into two main parts. First is the discussion about the subculture involved with Dr. Martens in UK and China and compare the marketing activities in those two countries. Second part will tend to find out the motivation and core value of UK customers toward Dr. Martens, then tries to in depth to understand its influence on the marketing activities of Dr. Martens. In order to narrow the scope of this report, the analyze of the first part will focus on China market, and the second part will focus on UK market
Origin of Dr. Martens (Streething, 2012)
2. History of Dr. Martens
The origin of Dr. Martens can trace back to 1945 during The World War II, when a German army doctor Klaus Märtens injured his ankle, and he could not wear his army boot because it was terribly uncomfortable. In order to recovered from injury, he decided to remade his army boot with more soft leather and tyres. After the war, Märtens started to produce his first pair of shoes with leather which took from a local shop and air-cushioned soles. (Employment
Bibliography: CHANG, L.-C. 2005. The Study of Subculture and Consumer Behavior An Example of Taiwanese University Students ' Consumption Culture. Hsuan Chuang University. Taiwan: The Journal of American Academy of Business, Cambridge. LOGO DATABASE. 2012. Dr. Martens Logo [online]. [Accessed 5 December 2012]. Available from World Wide Web: <http://logodatabases.com/wp-content/uploads/2012/03/dr-martens-logo-1024x595.jpg> GF1 PASSPORT GMID. 2012a. Footwear In China. Euromonitor International. PASSPORT GMID. 2012b. Footwear In The United Kingdom. Euromoniter Inernational. HAOYUNLINGYIN. 2012. MISANDAO [online]. [Accessed 5 December 2012]. Available from World Wide Web: <http://www.rockmeimei.com/upfiles/images/12/09/19/%E5%AF%86%E4%B8%89%E5%88%80.jpg> SHIMMER, J CLASH MAGAZINE. 2010. Fashion Profile: Dr. Martens [online]. [Accessed 5 December 2012]. Available from World Wide Web: <http://www.clashmusic.com/sites/default/files/styles/article_feature/public/legacy/files/blur-drmartens.jpg> MANZOOR, S ROACH, M. 2003. Dr. Martens: The Story of An Icon, Chrysalis Impact, London. SOLOMON, M. 2011. Consumer Behavior: Buying, Having and Being, Pearson, London. THAI, C. 2011. Of Studs And Spikes [online]. [Accessed 5 December 2012]. Available from World Wide Web: <http://1.bp.blogspot.com/-yXG2pVtfPyA/ThUciiAHrFI/AAAAAAAABB8/z0bO0T0UAyM/s640/Punks04.jpg> THOMAS, J