Home HRCompany Profiles Dr Martens stomped ahead with higher sales during the crucial festive period

Dr Martens stomped ahead with higher sales during the crucial festive period

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Dr Martens stomped ahead with higher sales during the crucial festive period

Susannah Streeter

27 January 2022

Dr Martens stomped ahead with higher sales during the crucial festive period

Susannah Streeter, senior investment and markets analyst, Hargreaves Lansdown

‘’Dr Martens stomped ahead with higher sales during the crucial festive period with coveted styles clearly at the top of many Christmas lists. Revenue came in 11% higher than a year ago, with the iconic bootmaker managing to stay on solid footing despite supply chain issues which risked a sales slip. The re-opening of retail with many restrictions in key markets lifting has given sales an added kick, part from in Australia and China where lockdowns remained.

 Dr Martens has also put its best foot forward when it comes to e-commerce, and has prioritised direct to consumer sales over wholesale shipments to stores, where margins are higher. The strategy has paid off with direct to consumer sales rising 33% compared to last year, testament to its savvy marketing campaigns, targeting its army of social media followers. The iconic nature of the brand, and future collaborations with the music industry with its #TeamUpOnTheTrack Instagram Reels campaign, are aimed at winning new followers and customers. This strategy should help it  insulate it from the effects of price rises, with consumers prepared to pay more for coveted fashion, but trends do still wax and wane and there is still a risk, the pulling power of Dr Martens could fade over time.’’’

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