Ever since Doc Martens were introduced to the market about 50 years ago they have been a staple in many peoples wardrobe. Many celebrities can be seen sporing the classic work boot when out and about. People like Docs because they're a unique blend of style, durability, and history that no other company on the market has. When Doc Martens first came on the market they were almost exclusively work boot, but during the late 80's and 90's celebrities began wearing them. Celebrities such as Madonna, Jessica Alba, Gwen Stefani, and Agyness Deyn have all been seen wearing Docs. The company has used this as a marketing strategy and tool, even having Agyness Deyn create her own line of Docs.
The company also uses the way the boots are made as a competitive advantage. They have patented their process of constructing their work boot so n other the company can replicate it
Another strategy that the company uses is to be very diverse. Now instead of only creating the standard black work boot they create multiple different styles of shoes. They also produce many of their shoes in different colors and patterns and also have a kids line of shoes.
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