Dr Martens is struggling to revive its core boot business amid weaker consumer demand and unusually hot weather, with the footwear brand focusing on new product offerings and brand investment to stabilise sales and support its full-year performance.
The company is seeking to reduce its dependence on boots while strengthening its appeal among consumers through shoes, sandals, bags and accessories. Its strategy also includes a refreshed global marketing campaign, an upgraded e-commerce platform and a more consumer-led retail model, as it works to rebuild brand relevance and improve performance across markets.
Dr Martens reported group revenue of £***.* million (~$***.* million), down *.* per cent year on year. Earnings per share was a loss of £*.* (~$*.**) per share in the first half of fiscal year ****, compared with a loss of £*.* (~$*.**) per share in the first half of fiscal year ****.
