A DAY IN THE LIFE OF...
A DAY IN THE LIFE OF…
Jon Marchant, Global Category Manager; Industrial Footwear at Airwair International, tells us more about Dr Martens quest to produce the best athletic, protective footwear.
I joined the Dr. Martens team back in April 2015 and lead the Product Development strategies for industrial footwear in all territories, across all channels. My background spans athletic brand buying for Foot Locker and Columbia, and product development for the Wolverine Footwear Group.
When looking at the market we identified a ‘gap’ in the safety footwear market – the opportunity to develop functional, compliant footwear that was lightweight, comfortable and durable.
Using my experience and working with the skilled designers at Dr. Martens, we have been able to bring a fresh aesthetic to the Dr. Martens industrial brand by combining athletic inspired functionality and comfort to deliver a new concept of safety footwear with a new collection called DM’s Lite.
The Dr. Martens heritage, as an iconic, global brand, is built around the concept of comfort and safety. Since the early 1900’s, the Griggs family, had been making work
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boots in Northampton for decades and introduced the concept of a revolutionary, air-cushioned sole that had been developed by Dr. Martens and Dr. Funk. It was no longer acceptable that a work boot or shoe should be uncomfortable. The well-known durability and long life of this new footwear design increased the appeal to the working man and woman, who were keen to wear durable yet comfortable and affordable, footwear.
Now globally recognised, Dr. Martens sustains its legacy by prioritising quality and comfort, and continues to develop new products to cater to the changing needs of today’s workforce. Whether our customer is working on the factory floor, delivering goods across the country or is a skilled plumber or carpenter, it’s my job to develop footwear that will keep them safe, is comfortable to wear and that they can take pride in owning.
I spend as much of my time as possible talking to customers, finding out what it is they want in a pair of
work boots and what they need to keep them safe in the jobs they do. Much of this feedback has been incorporated into an exciting new concept from Dr. Martens. Our challenge has been to create a lightweight collection that delivers enhanced levels of end-user comfort and fit satisfaction. The new DM’s Lite range provides exceptional cushioning, flexibility and breathability without compromising the levels of required protection or the highly- prized values of our brand.
Working closely with our Design and Development teams on a long-term R&D program, we created designs that blended “best-in-class” materials, components, fit and construction methods. The results: high flexibility, durability, breathability, all the while reducing unnecessary material usage resulting in the lightweight design.
From the start our aim was to achieve ultimate style and comfort, without compromising safety. From the original product briefing and design process through to focus groups, wear-trials and retailer
www.tomorrowshs.com
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