ADVERTISING - Dr. Martens Featured in ADs & Fashion Shows.

ADVERTISING: An Antifashion Classic Returns

After Dr. Martens ran advertisements that depicted dead rock stars. The brand has a new campaign, a new agency and fresh ambitions for a comeback. The campaign, by Exposure Communications of New York, features young models wearing Docs with grunge- and punk-inflected outfits and expressions of bored disaffection; the spots are appearing in publications like Teen Vogue, Spin and British GQ, GQ, Vogue, Seventeen, Lucky and Us Weekly (which declared, “They’re baack!”)

COMMENT: The promotional stategy to stimulate selective demand actually was orchostrated to defend their current position. Furthermore, The all purpose work boot website has Internet initiatives, too. It recently started a contest where people can custom-design the classic 1460 boot online (http://www.dmbootdesign.com/). This is a great example of intergrated marketing communications (IMC).