“We no longer feel the Dr Martens brand sits comfortably alongside your offering and the other brands that you sell”
Dr Martens had decided that their customer base was 18 to 25 years old and we and our broad range of mature people didn’t fit their brand profile.
Our Customers are apparently too old for Dr Martens.
Also Dr Martens were in the process of withdrawing supply from all independent retailers to ensure total price control.
]]>He pointed to 6 bays of floor-to-ceiling racks of brown boxes bearing the Dr Marten’s logo.
“Black boots are in those 2 bays” he said
“Then Cherry, then Purple, then Green.
The shoes are in the two bays behind you.”
At that time DM’s were our biggest brand and cost £45 a pair
We’d been selling Dr Martens since the 1970s when they were a cheap and customisable work boot.
They waned in popularity in the early 2000’s and Grigg’s, the family run business who had manufactured Doc’s in Northamptonshire since the 1960’s, took much of the production to Asia to save costs
In the summer of 2019 we received an email informing us that Dr Martens were closing our account as
“We No longer feel the Dr Martens brand sits comfortably alongside your offering and the other brands that you sell”
Dr Martens had decided that their customer base was 18 to 25 years old and we and our broad range of mature customers didn’t fit their brand profile.
Also Dr Martens were in the process of withdrawing supply from all independent retailers to ensure they had Total price control.
Dr Martens had been bought by venture capitalist, Permira in 2014 who had been pumping up the brand value ever since.
First by raising the price from the then £70 (the equivalent price to £45 of the 90s) to £110
Then cranking it up further to £140
Followed by withdrawing supply from all eBay sellers in 2018
In March 2020 the venture capitalists took the brand public so extracting their profit.
It also made their accounts available for public viewing
Digging into those accounts reveals
Dr Martens are now making 30% net Profit on the brand
10% is very very good in normal circumstances.
This means you are paying £50 a pair for the Dr Marten’s brand name.
When Dr Martens informed us that they no longer required our business we were at first shocked and a little worried.
We realised we were also a bit relieved because one of our main brand
values is
value for money
The truth is Dr Martens were no longer meeting our standard.
Their design was becoming formulaic.
At £150 for basically plastic coated leather boots (so the cheapest leather)
An ancient sole unit technology originating in the 1940’s
Mass produced in China
and long supply chain
Not to mention that as the tools and lasts are now in China the copies were flooding out of China.
(Some of which are much cheaper and better quality.)
The dear old Doc wasn’t meeting our brand values
So what does?
Fly London for cool styling, exquisite leather, quality and comfort,
Rieker for latest technology, styling, quality and comfort,
Heavenly Feet for fun fashion, quality and comfort.
All these brands cost less than a pair of black 1460 Dr Martens.
All these brands supply excellent value for money.
All these brands don’t need 2 weeks of breaking in and blisters before they’re comfortable.
These brands easily meet our brand values of
Style, Quality and Comfort
That’s why we say
The Choice is Unique at AG Meek.
]]>What kind of shoes can we do? Pretty much anything; here's John with a couple of examples of the amazing work he can do with customers' shoes:
"A job most shoe repairers would have turned away! A pair of shoes saved from landfill.
"A true resurrection job here on a customer's favourite pair of Hush Puppies. Stripped down, new mock welts, new EVA midsole finished off with a nice Vibram rubber sole unit. Customer very happy with his old faithfuls and change out of £30!"
And it's not just everyday shoes we can work our magic on; aside from Jimmy Choo, Christian Louboutin makes arguably the most recognisable - and luxury - shoes in the world. John talks us through his transformation of a pair of well-loved vertiginous heels...
"Today I’ve had the pleasure of working on a customers Christian Louboutin shoes".
These expensive beauties are now looking great after being re-soled with a protective red rubber stick on sole. Quality job on a customers dream pair of shoes, which will keep them looking stunning for some time to come.
Excellent value for money too at only £15 proving prevention is better than cure as this will maintain the distinctive red sole look whilst also providing grip for those slippy floors
]]>a few quick tips that help you organise your wardrobe and define your own personal style
So you always feel at your best
You're not so overwhelmed by the choice
and Shopping is less stressful
]]>
A friend posts out about an hour before the event she’s going to
“I can do Ball gowns and business and running. What the £&@k do they mean by smart casual?”
There’s a simple secret to doing Smart Casual
It’s actually easy to do if you’re prepared to invest a bit of time and/or Money.
Because
ITS YOUR FAVOURITE CLOTHES SMARTENED UP!
A luxury version of your personal style in bigger brands and fancier fabrics
or, if you’ve not got the cash,
then simply your favourite clothes washed and pressed
Smart Casual is your CHANCE TO SHOWCASE YOUR PERSONAL STYLE
️Who you are - Because it’s not a corporate uniform
️What’s important to you- From your favourite music to your sense of humour.
️What you’re values are- hard work, family, ethics (like Veganism)
3 basic steps to follow to make Smart casual easy
Don’t bother to force yourself into a colour that you don’t like or even into colour if you’re not comfortable
So Open your wardrobe and see what colours dominate
(While you’re doing this send anything you’ve only got one colour of or you’ve never worn to charity)
What you’re left with is your favourite style and a lot more space in your wardrobe
Go through these steps and then make a list of your style rules
then go shopping
For example my style rules are
Like there’s a green or red for everyone there’s a smart version of your favourite outfit somewhere
If you’re short of cash take your rules to charity shops in rich areas you’ll be amazed at the bargains you can find
Just stick to your own style rules
ONE FINAL TIP
Make sure it fits well!
get trousers and clothes taken in
Take time finding the perfect boots trainers or shoes
ONE FINAL FINAL TIP
Never lie to yourself about your clothes size (especially underwear size)
The easiest way to look smart is to have a smooth outline
So no VPL and find time to iron your stuff ( or bribe your mum with chocolate)
If you follow the tips and organise and de clutter a bit
you’ll have more room in your wardrobe
so your things will be easier to choose, and to put away
so won’t get so rumpled
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