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All information presented here is the students opinions based on answering a particular brief.

Team Members:

Yuxiao Liu
Yu Li
Yiyi Zhou
Jianyang Zhong
Jingwen Lu
Anti Xu

Keywords

  • PHY-GITAL & D2C (COMMUNITY)
  • INTEGRATED MARKETING
  • SUSTAINABILITY AND PRODUCT INNOVATION

Summary

We honour the spiritual heritage of Dr. Martens, embracing its free-spirit culture and inclusive brand DNA. In response to the changes in the market, we recognise that the rise of conscious consumption is a crucial driver of the brand's sustainability and product innovation strategy. The consumption power of digital natives and the trend towards resonance have contributed to an omnichannel digital retail atmosphere, laying the foundation for a comprehensive upgrade of community retail. The surge of self-awareness is pointing the way to a new direction for integrated marketing strategies, helping the brand to meet the challenges in an ever-changing marketplace.