Dr. Martens Finds a Good Fit

Portland, Ore. -- When it came time to create a new P-O-P program, the marketing team at Dr. Martens AirWair USA had two main objectives: to contemporize the brand with a program that would go into retail locations around the world and to ensure that it could be updated seasonally. The program, which is premiering for the Spring/Summer '03 selling season, includes a dozen different display elements for retailers.Contemporary metal risers, shoe shelves, banners, posters and a variety of graphics, make up the bulk of the program. Since the brand started as a work wear brand in the '60s, communicating its high quality was important, according to Kimberly Barta, senior marketing manager for the U.S. "That's why we used a lot of metal instead of plastic. It fits our brand," she says. "We believe this is a program that's going to last more than a single season because it is part fixturing and part P-O-P in terms of materials."The vertical slatwall graphics are made of polystyrene. Metal shoe shelves can be attached to the graphic unit and hold six shoes. The graphics feature imagery that works toward one of the team's goals of creating an emotional connection between the brand and the consumer. "We feel very strongly that doing that is more than just using logos, it's showing a lifestyle," says Barta. "Instead of just putting six shelves and a sign up above, we are giving retailers an opportunity to show the lifestyle imagery as well." All of the graphics focus on lifestyle imagery merged with product photography. "We worked hard to make the copy not merely about features and benefits but to do it in a way that made it interesting to consumers," Barta explains. Some of the graphic pieces are attached to risers, while others stand alone on plexi bases.The program also includes white resin pieces that can stand alone or be attached to any of the shoe risers with notches in the bottom. Barta says these pieces, which feature the Dr. Martens logo, are simple branding pieces that can add to the tabletop presentations.Working with company salespeople to determine what pieces will be appropriate for each individual retailer is an important part of the forecasting process, Barta says. "It becomes part of the business planning so at the same point we're deciding what footwear is appropriate for each, we're also deciding what P-O-P is going to help them showcase Dr. Martens in the best possible light." The company declined to give actual numbers of units produced.Dr. Martens' AirWair "bouncing ball" logo that emphasizes the products' bouncing soles is highlighted throughout the program along with the company's secondary brand mark, the cross, which includes the words "Air Cushion Sole." Both logos feature the company's signature yellow and black colors. Barta says the cross, which appears on the bottom of every Dr. Martens shoe, is always used in conjunction with the primary branding."The lines in this program are very simple, but we think it's a more sophisticated presence at retail," Barta says. "It's certainly branded but it's not about big logos -- it's much more understated and I think that allows the product to be the hero rather than the architecture." She says that in the past, some of the company's P-O-P programs competed with the footwear itself, but for this effort, the team concentrated on showing Dr. Martens' best products and the strength of the line. "At the same time, it does present at retail that it's clearly Dr. Martens. We've used our signature yellow but it's a much more contemporary and sophisticated offering."The program is going into both key independent retailers as well as department stores. As Barta notes, department stores have a lot of restrictions about what can be done on tabletops so her team concentrated on imagery as well. "The pocket banners are really innovative," she says. "It's a nice way to present graphics. They're appropriate for either an independent or a department store." The banners consist of two sheets of plastic that are stitched together with yellow stitching. One large two-sided graphic and three smaller ones are encased inside. The program was designed by Edison Design and Vizwerks, both in Portland, Ore. Once the program had been designed and value-engineered, Barta says the team met with various fabricators. "We saw great value in working with an image design group and a group of architects first and then bringing manufacturers into the process later, so our designs were driven by the design and branding criteria and not by manufacturing restraints."The metals manufacturing, packaging of items and program fulfillment was done by The Elliott Group, Providence, R.I. Premier Press in Portland handled the paper and printed materials. The acrylic/plexi and resin-coated work was done by Summit Plastics, Ronkonkoma, N.Y. Formit Print Production, Portland, handled the plastic work for the plastic pocket banners and their assembly, and Western Graphics & Data, Portland, produced the vertical and horizontal slatwall graphics. The file prep was done by Arscentia in Portland.Retailers receive the P-O-P after they buy a certain amount of product. Barta says when it comes time to change out the graphics for Autumn/Winter '03, the company's field marketing people will visit stores to update the graphics as well as work on the merchandising to ensure that each store has the best retail display possible. Scott Drew, marketing services coordinator, says the company will place additional orders for upcoming seasons for placement in new accounts as well as those accounts that request additional units. Depending on retailer feedback both in the U.S. and in Europe and Asia, pieces may also be added or dropped as the program evolves. The initial feedback from retailers has been very positive, Barta says. "It's a modular program, so it works well in both U.S. and European markets."

Dr. Martens Finds a Good Fit

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