Forget the basic black Dr. Martens that have dominated the British shoe company's lines for 40 years. The Portland, Ore.-based U.S. division of R. Griggs Group (Wellingborough, Northamptonshire, U.K.) will be introducing shiny pink, sparkly silver, floral patterns and purple accents to its standard chunky-sole, leather product. The roll-out will begin soon at eight Nordstrom stores.
“We're shifting ourselves towards being more of a market-driven company,” said David Reimann, the new president of Dr. Martens AirWair U.S.A. And that market is demanding fashion, style and color. It has been getting that recently from such Dr. Martens competitors as Nike. Now Reimann is trying to steer the slow-moving, family-owned, British-based manufacturer to understand the needs of its growing U.S. market and follow suit. The U.S. division accounts for 60 percent of Dr. Martens sales worldwide. But design and manufacturing decisions are still made in Britain, often according to the traditional trends of that market.
If the Nordstrom introduction is successful, Reimann will move the line into the rest of the normal Dr. Martens outlets, including Dillard's, Journeys, The Buckle and Target.
Reimann, who has been in charge of Doc's U.S. operations since May 31, also plans a more aggressive marketing program as it expands its styles. He said his division will spend more on marketing in the next six months than it did in the previous 18. It will also introduce new styles six times a year instead of the two annual lines it had previously offered.