Dr Martens's financial struggles stem from US wholesale business where major customers place weaker orders. Customers lose faith, with over 90% sales through resellers like Zappos, not direct channels.
By relinquishing core retail sales control to third-party sellers like Amazon, Dr Martens misses brand messaging opportunities. Contrary to Timberland's branded Amazon shop, Dr Martens lacks control and consistency.
Dr Martens needs to seize marketing tools on Walmart and Amazon, taking ownership of the shelf, improving brand consistency, messaging, and understanding digital shoppers end-to-end for better control.
Once known for punk values, Dr Martens has lost its activist spirit with stagnant advertising. Failure to evolve creatively risks alienating Gen Z consumers seeking purpose-driven brands.
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