CONSUMERS AND COLLABORATIONS PROJECT
X
Jagruti Garg, Mely Angelique Patron, Adrian Quinones Rivas, Xin Yu

Dr Martens: Brand History
Founded1901 inthe
northernhemisphere in
England.Originally
knownas Griggs.
Originallyamodest
work-wearbootthat
was evensoldasa
gardeningshoe atone
stage.
Dr. KlausMartens,
createdthe air
cushionedsole in1945,
while he wasrecovering
froma footinjury.
In 1945 Dr. Marten and
Dr. HerbertFunkwent
inpartnership forthe air
cushioned sole.
In 1959, withthe
growingdemandthey
decideditwastime to
advertise their
revolutionaryfootwear
inventioninoverseas
magazines
In 2000 they
startedselling
exclusivelyunderthe
AirWare name.
In 2013 Dr. Marten
was acquiredbythe
private equitycompany
Permira.

Lee Alexander
McQueen Biography
• Born in 1969, suicide in 2010.
• A London-based, English fashion designer; was
head designer at Givenchy from 1996 to 2001.
• Founded his homonymouslabel in 1992.
• Achieved British Designer of the Year awardsin
1996, 1997, 2001 and 2003.

Alexander McQueen:
Brand History
• Founded in 1992 and joined Kering Group in 2001.
• Distinctivefor its innovativeand uncompromisingexpression
of unbridled creativity.
• Today, synonymouswith modern British couture.
• A lower-priced diffusion line McQ was launchedin 2006.
• An onlinestore in the US was launched in 2008 and it was
laterexpanded with an online platform for the UK market in
2010.
Alexander McQueen A/W 1995 Highland Rape

Alexander McQueen:
Collaboration History
• In 2004, collaborated withAmerican Express to launch a limited-edition
version of its ultra-exclusive CenturionCard.
• In 2005, collaborated withPuma on a line of men’s and women’s footwear,
and launched in Spring 2006.
• In 2007, became the first brandto participatein MAC's promotion of
cosmetic releases.
• In 2008, McQ AlexanderMcQueen for Target.

Brand
Performance
Dr. Martens
Full Year Results Ended March31 2019
• Revenue up 30% to 454.4million
pounds vs LY of 348.6m
• Direct to Consumer Business up 42 %
• Wholesale Business up 23%
Alexander McQueen
2019First-Half Report
• Wholesale Business up 9.8%
• First-half2019up 20.3%
• DTC Business up 32.3%
(Statista, 2019)

#ToughAsYou Campaign
• "The only thing tougher than a Dr. Martens boot is the
person wearing it".
• Marketing campaign to encourage their customers to
share their stories and to be part of their community.
• Blaine Harrison advocates for deaf and physically
impaired people in live music spaces.
• Dr. Martens shares stories like Blaine Harrison to show
consumers that they are an inclusive company.
• Every story relates back to specific products.
(Dr. Martens, 2019)

Target Market:
Millennials
• As a group, we decided to target millennials as our target market
for this collaboration
• Dr. Martens and Alexander McQueen both cater to audiences
with a younger, moretrendy consumer
• "By 2020, Millennials are expected to accountfor 30% of retail
sales in the U.S.- which is about $1.4 Trillion. (Abramovich, 2019,
para. 1)
• "Millennials spend nearly $600 billion every year on retail alone"
(Don, 2019, para. 2)
• We definitely wantto cater towards onlinepurchasing as well
because "the 18-to-34 agegroup is now making 54% of its
purchases online" (Abramovich, 2019, para. 9)
• "Millennials drove85% of the luxury sector's growth lastyear"(in
2017) (Elven, 2018, para. 3)

S W O T
Strengths Weakness Opportunity Threats
Prestigious brandimage of
both brands.
Available only in USA.
Hence, less exposure.
Make a difference in the
society. Giving 10% to
charity for suicide
prevention.
Other brand collaborations.
Recognizable worldwide. Targeting a specific segment
of the consumer.
Use Alexander McQueen’s
death anniversary to
promote the collection.
Price deflation.
Exclusive/ limited edition
collection increasing the value
of collaboration.
Affordable unique designer
footwear.
Tribute to the designer.

P E S T E L
POLITICAL ECONOMIC SOCIOLOGICAL TECHNOLOGICAL ENVIRONMENTAL LEGAL
The U.S. tariffs on
Chinese-imported
goods can
increase the cost
of goods.
Trade war can
disrupt $50 billion
in Chinese supply
chains
(Donaldson,
2019).
Consumer
spending
remained solid
during the 3rd
quarter in the U.S.
(Cohen, 2019).
Goldman Sachs
believes that the
U.S. economy will
bounce back in
2020 (Li, 2019).
Sustainability
has become one of the
most important factors
in the fashion industry.
Sustainability-related
keywords increased 75%
year-on-year
(Velasquez, 2019).
Growth in DTC
businesses has led to
brand loyalty
(Nishimura, 2019).
AR/VR are becoming
more developed and
have continued to
enter the retail space.
New technologies,
such as Material
Exchange, which is a
virtual sourcing
process, are also
increasing in footwear
(Sourcing Journal,
2019).
Footwear and clothing
is responsible for 8%
of global
greenhouse emissions
and is set to double that
number by 2030 (Cline,
2019).
Sea levels
are rising and weather
conditions are becoming
harsher due to climate
change which can have
an impact on shipping
containers across major
U.S. ports (Curtin, 2019).
The California
Consumer Privacy Act
will give consumers
protection over their
personal data and how
companies can use them
(Sundar, 2019).
The U.S. Customs
and Border Protection
is becoming more aware
of textile, footwear
and apparel supply
chains to make sure that
they adhere to
ethical practices (Sundar,
2019).

Product Line Inspiration
• Print on leather
• Paint on leather
• See-through Plexiglasplatform (encased petal)
• Embroidery

Marketing and Promotion
The collaboration will be
launched on February 11,
2020 to mark the 10 year
death anniversary of
Alexander McQueen.
Marketing channels
E-mail E-commerce website In-store Magazines Social media

Marketing Campaign:
Lollapalooza Music
Festival-Chicago, Illinois
• Lollapaloozais a major music festival here in the United States that lasts 4
days in the fall
• The festival hostedabout"400,000 attendees,averagingabout 100,000
people a day"(Roti, 2019, para.2)
• This venue hosts the world famous acts such as "Ariana Grande, J. Balvin,
Twenty-One Pilots,Lil Wayne, and Kacey Musgraves"(Roti,2019, para.2)
• We would set up a tent/booth at the event promotingour collaboration
• A raffle will be conducted where 20 pairs of the boot's collaboration will be
handed out
• To be in the raffle, attendees will haveto fill out their info (name, phone
number,and email)on a card,and they must followboth Dr. Martens and
Alexander McQueen on Instagram

MarketingStrategy
• 10% of the sales proceeds will go to the American
Foundation for Suicide Prevention as tribute to
Alexander McQueen's life.
• AFSP is the largest non-profit organization dedicated
to the prevention of suicide.
• This marketing strategy spreads awareness amongst
consumers and places both companies as socially and
ethically responsible to the minds of consumers

Marketing strategy: social media & other
platforms.
Promote the collection through celebrities like Lady Gaga, Beyoncé, Rihanna, Gwyneth
Paltrow who follow and love the brand.
Put up posters and billboards of the collection along with the Music festival at Times
square, Metro stationsand popular tourist spots and emphasize AFSP sales proceeds.
Promote the collection though it’s exclusivity and for the fact that it is limited edition.
Making it more valuable.
Special registration for consumers to rsvp online and get the collection a day before it
launches.

The Exclusive
Collection advertisement
is posted in store
two weeks beforethe
release date.
One or two pairs of
sample shoes are
exhibited on showcase.
Co-operatewith two
fashion influecers;
Eva Chen (New
York); Kelsey White (Los
Angeles); hold
fan meeting and give
out limited amount gift
bags.
In-store Promoting

Test Marketing
• We decided to conduct a pre-launch for our Doc
Martens & Alexander McQueen collaboration at both
the Doc Martens' and Alexander McQueen Flagship
stores in Herald Square and Madison Avenue in NYC
• This launch would only last two weeks until the
collaboration is distributed to the rest of the stores
• In doing so, we would be able to measure daily sales
volume, UPT's for the collaboration, and overall revenue
made from the collection alone at both locations

Running head: CONSUMERS AND COLLABORATIONS 1
Consumers and Collaborations Final Project: Dr. Martens and Alexander McQueen
Jagruti Garg, Mely Angelique Patron, Adrian Quinones Rivas, Xin Yu
LIM College

CONSUMERS AND COLLABORATIONS
2
Executive Summary
As two different established brands, Alexander McQueen and Dr. Martens would make
an excellent collaboration with one another. Dr. Martens, who is well-known for their streetwear
and urban appeal, carries a cult following who covet their classic boots and platform shoes, while
Alexander McQueen caters to the upscale, but Goth-obsessed clients that make it such a unique
luxury brand. Because of these factors, the Millennial market would be an excellent target
market for this collaboration as the aesthetics of both brands already cater to this specific target
market because “stylish millennials and Gen Z-ers are the future of retail” (Lutz & Schlossberg,
2015, para. 1). In addition, both brands have been operating financially strong in the past year as
Dr. Martens “has been growing at a rapid rate, with sales roughly quadrupling from their level a
decade ago” (Bain, 2017, para. 6). Accordingly, Alexander McQueen “has experienced very
strong growth in the first quarter of 2018” as well (The Fashion Law, 2018, para. 5). From here,
by having Dr. Martens and Alexander McQueen conduct a collaboration on a shoe line together,
both brands would benefit from increased brand recognition, be able to display both of their
brand identities to new consumers, increase their profit on both ends, a diversification of
products, and an increase in consumer base for both the brands.

CONSUMERS AND COLLABORATIONS
3
Brand History
Dr. Marten was founded in 1901 in the northern hemisphere in England. Originally the
brand was known as Griggs. It was a modest work-wear boot that was even sold as a gardening
shoe at one stage. Dr. Klaus Martens created the air cushioned sole in 1945, while he was
recovering from a foot injury. In 1945 Dr. Marten and Dr. Herbert Funk went in partnership for
the air cushioned sole. An exclusive license was acquired, and a few key changes were made,
including an altered heel, a bulbous but simple upper, a distinctive yellow welt stitch, a two-tone
grooved sole edge and a unique sole pattern. The boots were branded as ‘Airwair’. With the
growing demand in 1959 they decided it was time to advertise their revolutionary footwear
invention in overseas magazines. This is when they started selling exclusively under the Airwair
name in 2000. Dr. Martens was later acquired by the private equity company Permira in 2013.
(Dr. Martens, 2019)
The brand Alexander McQueen was founded in 1992 by Lee Alexander McQueen and
joined the Kering Group in 2001. The house is distinctive for its innovative and uncompromising
expression of unbridled creativity and is now synonymous with modern British couture (Kering,
2019). The early collections built its reputation for controversy and were relied on Lee’s shock
tactics, such as the collection entitled Highland Rape for A/W 1995 and a 2006 runway show
named Widows of Culloden with supermodel Kate Moss dressed in yards of rippling fabric.
Overall, integral to the Alexander McQueen culture is the juxtaposition between contrasting
factors: fragility and strength, tradition and modernity, fluidity and severity (Vogue, 2013).

CONSUMERS AND COLLABORATIONS
4
The Trend
Collaboration within the fashion industry is happening more often in recent years, while
high fashion and streetwear titans teaming up seems more and more possible since it’s the most
visible sign yet of how streetwear brands are challenging the dominance of luxury brands in the
hearts and minds of the Millennials (Diderich, 2017). Examples such as Supreme and Louis
Vuitton collaborated in 2017, as well as Fendi and Fila launched a limited line combining the
two brands’ logos in 2018. Brands are doing so in part to recruit younger customers, and in part
to experiment with different business models (Tyler, 2018). Dazzling footwear collaborations are
appealing to catch younger consumers’ eyes in the meantime as British designer, Vivienne
Westwood, and sport performance brand, Asics, launched an exclusive collection of limited-
edition shoes in 2019 (Footwearnews, 2019). Also, Japanese designer brand, Sacai, will be back
(once again) in the coming Fall 2020 and they will be partnering on Nike’s Peg Vaporfly SP
series sneakers. Lastly, the heavily anticipated collaboration between Prada and Adidas will
determine what will happen when a streetwear classic is blessed with the “Made in Italy” stamp
of approval (Lerma, 2019). Because of this, it can be seen from the current fashion industry
performance that Dr. Martens will give out sparks with Alexander McQueen.
Brand Performance
Both Dr. Martens and Alexander McQueen are performing quite well in their respective
categories based on their financial reports. According to their full year results ended in March
31, 2019, their revenue increased 30% from 348.6 million GBP to 454.4 million GBP. Their
direct-to-consumer business increased at an impressive 42% whereas their wholesale department
grew 23% (Dr. Martens, 2019). On the other hand, Alexander McQueen’s first-half report for
2019 showed that their sales increased 20.3% with their direct-to-consumer increasing by 32.3%

CONSUMERS AND COLLABORATIONS
5
and wholesale business up by 9.8% (Kering, 2019). In an increasingly competitive retail industry
where businesses are suffering massive losses, a collaboration between two successful brands
would prove be a good basis for our product.
Target Market: Millennials
After taking into consideration the markets and consumers that both Dr. Martens and
Alexander McQueen currently cater to, it was decided that the best market to target this
collaboration to would be Millennials. In fact, Dr. Martens would serve as an excellent base
brand for Alexander McQueen to collaborate with towards Millennials as “the classic brand has
won over Millennials and Generation Z with twists on its classic styles” already (Wood, 2019,
para. 2). In regard to the Millennial appeal towards Alexander McQueen, they ranked #46 on
Business Insider’s “Top 50 brands that cool teenage girls love” (Lutz & Schlossberg, 2015, para.
1). Within that same article, it was further emphasized that Millennials are the premiere audience
to cater this collaboration towards as “stylish Millennials and Gen Z-ers are the future of retail”
(Lutz & Schlossberg, 2015, para. 1). Millennials are a driving force in retail. Because of this,
Don (2019) emphasized on their research on millennials’ retail spending and noted that
“Millennials spend nearly $600 billion every year on retail alone” (para. 2) This is very
important to consider as Millennials are gaining power in retail sales as the years go by. For
example, Ambramovich (2019) noted that “by 2020, Millennials are expected to account for 30%
of retail sales in the U.S, which is about $1.4 trillion” (para. 2). This number is radically
important as Millennials appear to be accounting for a large share of the retail market (in terms
of spending), since “the Millennial generation makes up nearly half (or 50%) of the U.S
workforce” (Abramovich, 2019, para. 7).

CONSUMERS AND COLLABORATIONS
6
The collaboration will also be featured and sold online through Dr. Martens website as
the digital experience and convenience seems to be a staple way of shopping for Millennials as
well. Online shopping has become a past time for Millennials as they have “formidable spending
power online” and “the 18-to-34 age group is now making 54% of its purchases online” (Don,
2019, para. 17; Ambramovich, 2019, para. 9). Lastly, since this collaboration would have a
luxury appeal to it because of Alexander McQueen’s luxury status as a brand, it is important to
recognize that Millennials also play as arbiters within the luxury sector as well. Elven (2018)
explained in her article on luxury spending among Millennials that “Millennials drove 85% of
the luxury sector’s growth last year (in 2017)” (para. 3).
SWOT Analysis
Strengths Weaknesses Opportunities Threats
Prestigious brand
image of both brands.
Available only in
USA. Hence, less
exposure.
Make a difference in
the society. Giving
10% to charity for
suicide prevention.
Other brand
collaborations.
Recognizable
worldwide.
Targeting a specific
segment of the
consumer.
Use Alexander
McQueen’s death
anniversary to
promote the
collection.
Price deflation
Exclusive/ limited
edition collection
increasing the value
of collaboration.
Bring High Low
Collaboration to Doc
Martens based off of
Alexander
McQueen’s Brand
Image
Affordable unique
designer footwear
Tribute to the
designer.

CONSUMERS AND COLLABORATIONS
7
PESTEL Analysis
Political Economic Sociological Technological Environmental Legal
The U.S.
tariffs on
Chinese-
imported
goods can
increase the
cost of goods.
Trade war
can disrupt
$50 billion in
Chinese
supply chains
(Donaldson,
2019).
Consumer
spending
remained
solid during
the 3rd
quarter in the
U.S. (Cohen,
2019).
Goldman
Sachs
believes that
the U.S.
economy will
bounce back
in 2020 (Li,
2019).
Sustainability
has become
one of the
most
important
factors in the
fashion
industry.
Sustainability
-related
keywords
increased
75% year-on-
year
(Velasquez,
2019).
Growth in
DTC
businesses
have led to
brand loyalty
(Nishimura,
2019).
AR/VR are
becoming
more
developed and
have
continued to
enter the retail
space.
New
technologies,
such as
Material
Exchange,
which is a
virtual
sourcing
process, are
also
increasing in
footwear
(Sourcing
Journal,
2019).
Footwear and
clothing are
responsible for
8% of global
greenhouse
emissions and
is set to double
that number
by 2030
(Cline, 2019).
Sea levels are
rising, and
weather
conditions are
becoming
harsher due to
climate change
which can
have an
impact on
shipping
containers
across major
U.S. ports
(Curtin, 2019).
The
California
Consumer
Privacy Act
will give
consumers
protection
over their
personal
data and
how
companies
can use them
(Sundar,
2019).
The U.S.
Customs and
Border
Protection is
becoming
more aware
of textile,
footwear
and apparel
supply
chains to
make sure
that they
adhere to
ethical
practices
(Sundar,
2019).
The U.S. tariffs on Chinese-imported goods can increase the cost of goods manufactured
in China, which can have a damaging effect on consumer spending. Although our collaboration
will be manufactured in England, the likelihood that consumers will spend less can have a
negative impact on our collaboration. Additionally, the trade war can disrupt up to $50 billion in
Chinese supply chains (Donaldson, 2019).

CONSUMERS AND COLLABORATIONS
8
Despite the tariff issue, consumer spending remained solid during the 3rd
quarter in the U.S.
(Cohen, 2019). Additionally, Goldman Sachs believes that the economy will bounce back in
2020 (Li, 2019). When the economy is doing well, consumers tend to shop more so the timing of
the launch of our collaboration has the potential to do well in the market.
The overall growth of direct-to-consumer businesses leads to brand loyalty (Nishimura,
2019). Loyal followers of both Dr. Martens and Alexander McQueen will purchase the
collaboration and increase our profits. The financial reports, as previously mentioned, support
this idea. Since our production will be based in England under sustainable and ethical practices,
this will attract a consumer market that is increasingly growing awareness in sustainability. It has
become such an important part of the fashion industry to the point that sustainability-related
keywords increased 75% year-on-year (Velasquez, 2019). However, footwear and clothing are
responsible for 8% of global greenhouse emissions and is set to be double that number by 2030.
We must make sure that our collaboration has a net-zero supply chain that does not contribute to
further damage to the Earth.
Product Line
The exclusive collection has overall four styles. Print, paint and embroidery are the three
designs created on the leather surface, while the fourth one is to have a Plexiglas platform. Rose
and skull are two main factors that blended into classic Dr. Martens’ boots as they are symbolic
elements of Alexander McQueen. Pattern with small ordered skulls is lightly printed on the
leather, as well as the illustration of flower and skull in white acrylic painting is finished on
black boots. Skull or rose pattern embroidery is considered as well. Since there is a pair of
delicate boots from Alexander McQueen’s past season which has a Plexiglas heel, our design

CONSUMERS AND COLLABORATIONS
9
team would like to bring in the idea and design a classic Dr. Martens boots with Plexiglas
platform and some rose petals encased.
Marketing Campaigns: Lollapalooza
To promote this collaboration with Dr. Martens and Alexander McQueen, the
collaboration will be promoted at Lollapalooza. Lollapalooza is “a 4-day music festival” that
takes place in the fall that hosts world famous acts such as “Ariana Grande, J. Balvin, Twenty-
One Pilots, Lil Wayne, and Kacey Musgraves” (Roti, 2019, para. 2). This would be a great venue
to promote our Dr. Martens and Alexander McQueen boot collaboration because the festival, in
2019, hosted about “400,000 attendees, averaging about 100,000 people each day” (Roti, 2019,
para. 2). Lollapalooza has great foot traffic, so the product would be on display for hundreds
(even thousands of people) to see. At this festival, there will be a tent entirely dedicated to
promoting the boot collaboration. T-shirts with a unique logo of the collaboration on it will be
handed out, along with handing out gear (souvenirs) that will help promote the product as well.
Lastly, the product line will be on display, and 20 pairs of the new boots will be handed out to
the winners of a raffle that will be conducted. In order to be considered for the raffle, the
consumer would have to put their first name, last name, email, and phone number on a card, and
they have to also follow both Dr. Martens and Alexander McQueen on Instagram as well.
American Foundation for Suicide Prevention
The launch of this collaboration will be on February 2020 in order to commemorate the
10th year death anniversary of Alexander McQueen. The legendary designer died of suicide;
therefore, the launch will donate 10% of the sales proceeds to the American Foundation for
Suicide Prevention. The foundation is the largest non-profit organization dedicated to the

CONSUMERS AND COLLABORATIONS
10
prevention of suicide. Additionally, they provide support for those that have been affected by the
loss of their loved ones. The organization also conducts research in order to train clinicians and
educators in suicide prevention that will save thousands of lives (AFSP, 2019).
This form of socially responsible marketing strategy will not only pay tribute to
Alexander McQueen, but it will also raise awareness to a growing issue amongst the American
youth. Integrating social responsibility will only benefit the collaboration especially in an era
where consumers are more aware of a company’s ethics. A company that is ethically and socially
responsible has a better image from a consumer’s point of view and will ultimately lead to more
sales (Schiffman & Wisenblit, 2015). In this case, our target market are the millennials who are
more likely to consume goods and services that they know will give back towards a good cause,
more so than any other generation (Davis, 2018).
Marketing strategy: Social Media & Other Platforms
In today’s time, everyone is on social media and is following one or the other influencer
for their style trusting their choices making them want to try the products they promote. With the
increasing growth of online shopping, it has become crucially important to catch consumers’
attention when they are surfing the web. So, bringing in celebrities like Lady Gaga, Gwyneth
Paltrow, Beyoncé and Rihanna who follow the brand and have been seen wearing the designer at
various occasions would really help the brand bring in the Gen Z consumers. Moreover, putting
up billboards and posters of the collection along with the Music festival at Times square, Metro
stations, and popular tourist spots and emphasizing AFSP sales proceeds. Also, emphasizing the
collection because of its exclusivity and for the fact that it is limited edition. We will also have
special registration for consumers to RSVP online and get the collection a day before it launches,
ultimately making it more valuable.

CONSUMERS AND COLLABORATIONS
11
In-store Promoting
The advertisement poster will be posted in all Dr. Martens and Alexander McQueen
brick-and-mortar stores two weeks before the final release date. One or two pairs of sample
shoes will be exhibited on showcase, but there is no inventory for consumers to try on before the
launch date since it is a way to attract customers’ attention and stimulate their curiosity. Another
promoting strategy is to co-operate with two U.S. fashion influencers: Eva Chen (@evachen212)
who has over 1,200,000 followers on Instagram based in New York City; Kelsey White
(@kelsey_white) who has over 998,000 followers on Instagram based in Los Angeles. We will
previously sponsor our products to them and ask them to post pictures of them wearing our
shoes, additional with the Exclusive Line ad campaign on their Instagram. Besides, we are going
to hold a fan meeting in store as one day in New York City and one day in Los Angeles, which
covers the two major cities of both east and west side. The New York event will happen on
release day, and the Los Angeles event will be held on the second day. Fans who come for the
influencers can take pictures with them and talk with them; and the first 100 fans can get a gift
bag with a delicate notebook and an “M” decorated keychain inside. All information regarding
the fan meeting will be previously edited on their Instagram as they have a big Millennials
followers radix.
Test Marketing – Flagship Pre-Launch
When it comes to retail, one of the most effective ways to test the market for a specific
product is to see first-hand sales. The way a target market responds to a product is the feedback
marketers crave because it is all driven by actual data. If a target market is heavily interested in a
product, then sales will be high. If the opposite is true, then sales will not be as high. After
evaluating our options as a group, we ultimately decided to conduct a pre-launch of our Dr.

CONSUMERS AND COLLABORATIONS
12
Martens and Alexander McQueen collaboration in order to test market our new line of products
at the Dr. Martens Flagship store in Herald Square in New York City and at Alexander McQueen
Flagship on Madison Avenue. The pre-launch would last for two weeks before the new product
line would be distributed to all Dr. Martens and Alexander McQueen retail stores. From here, we
would be able to see exactly how much of the product line will get sold. In addition, some other
information that will be collected will be through this pre-launch will be UPT’s (units per
transaction), daily sales volume for the collaboration, and overall revenue made from the
prelaunch itself from both locations.
Conclusion
In result of the collaboration with Dr. Martens and Alexander McQueen, there are some
factors to consider in expanding the collection. One factor to critically consider for expanding
the collection is to look at the costs that could come from expanding the line. To this, it’s
important to recognize that expanding the collection could mean making new boots made from
different fabrics and materials, some that could be much more expensive than the original
collaboration collection. Also, another factor that would have to be considered would be
continuous consumer attention. This is important to deciding whether or not to expand the
collection because if consumers don’t have a continuous interest or attention towards the
collection, then the collection will not be worth the added investment. In addition, another factor
to consider would be how the collaboration has affected both Dr. Martens’ and Alexander
McQueen’s brand identity after the initial launch of the collaboration. If consumers did not find
the collaboration appealing at all, then there would be no point in trying to expand the collection
since consumers would not buy the boots at all. Lastly, one final factor to consider would be to
see exactly which styles of boots were better sellers and deciding to expand the collection and

CONSUMERS AND COLLABORATIONS
13
focusing on those specific boots. By doing so, the expanded collection would have a better
chance at being successful on the market since the best-selling boots would be the muses for the
expanded collection.
Furthermore, two ways that we could do to scale consumer excitement for our
collaboration for Dr. Martens and Alexander McQueen collaboration would be by evaluating
sales overall and by the number of views and likes the collaboration gets on social media. Doing
so would allow consumer excitement towards the collaboration to be measured quantitatively.

CONSUMERS AND COLLABORATIONS
14
References
Ambramovich. (2019). 15 Mind-Blowing Stats About Millennials. Retrieved October 22, 2019,
from https://cmo.adobe.com/articles/2016/6/15-mind-blowing-stats-about-
millennials.html#gs.b8ozca.
American Foundation for Suicide Prevention. (2019). Our Work.
Retrieved from https://afsp.org/our-work/
Cline, E. (2019, November 3). Wear Clothes? Then You’re Part of the Problem. Retrived from
https://www.nytimes.com/2019/11/03/opinion/climate-change-clothing-policy.html
Cohen, P. (2019, October 30). Economy Grew at 1.9% Rate in Quarter, Hit by Trade Fight and
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15
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16
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brands-2018-11

CONSUMERS AND COLLABORATIONS
17
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