#airwair
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ballistic-goat ยท 9 months ago
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https://www.tumblr.com/ballistic-goat/744841570019360768?source=share
I have the SAME boots in this photo, the shiny airwairs?? LOVE this piece and really saw myself in it haha
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I love them so much I have 2 pairs. This cherry one I'm wearing today and a shiny black. But the black pair is new and I still have to break them in. It hurts like hell ๐Ÿ˜ญ๐Ÿ˜‚
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one-of-aone ยท 1 year ago
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Brand analysis
๋ธŒ๋žœ๋“œ ๋ถ„์„
=>About Dr. Martens
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-Interduction
Dr. Martens is an iconic brand that sells to consumers in more than 60 countries. The first boot was born on 1 April 1960 in Wollaston, England, and was so called the โ€œ1460โ€.
The 1460 boot began the brandโ€™s journey to become one of the most recognised footwear brands in the world. Our products are worn by a diverse consumer base who use Dr. Martens boots and shoes as a symbol of their individual self-expression. Dr. Martens operates across three geographic regions: EMEA, Americas and APAC. Our product segments include Originals, Fusion, Kids and Casual and a complementary range of Accessories.
์ฒซ ๋ถ€์ธ ๋Š” 1960๋…„ 4์›” 1์ผ์— ์˜๊ตญ ์œŒ๋Ÿฌ์Šคํ„ด์—์„œ ํƒ„์ƒํ–ˆ๊ณ  "1460"์ด๋ผ๊ณ  ๋ถˆ๋ ธ๊ณ  1460์€ ์„ธ๊ณ„์—์„œ ์•Œ์•„์ฃผ๋Š” ์‹ ๋ฐœ์ค‘ ํ•˜๋‚˜๊ฐ€ ๋œ ๋ธŒ๋žœ๋“œ์˜ ์—ฌ์ •์ด ๋˜์—ˆ๋‹ค.
๋‹ฅํ„ฐ๋งˆํ‹ด ์ œํ’ˆ์€ ๋‹ฅํ„ฐ๋งˆํ‹ด์™€ ๊ฐœ์ธ์  ์ž์œ ์˜ ํ‘œํ˜„์˜ ์ƒ์ง•์œผ๋กœ์„œ ์‹ ๋ฐœ์„ ์‹ ๋Š” ๋‹ค์–‘ํ•œ ์†Œ๋น„์ž๋“ค์ด ์ฐฉ์šฉํ–ˆ๋‹ค.
๋‹ฅํ„ฐ๋งˆํ‹ด์€ ์„ธ๊ฐ€์ง€ ์ง€๋ฆฌ๊ตฌ๋ฅผ ๊ฑธ์ณ ์šด์šฉ๋˜์—ˆ๋‹ค : EMEA, Americas and APAC.
์šฐ๋ฆฌ ์ œํ’ˆ์€ ์˜ค๋ฆฌ์ง€๋„ ์ œํ’ˆ, ํ“จ์ „, ํ‚ค์ฆˆ, ๊ทธ๋ฆฌ๊ณ  ์บ์ฃผ์–ผ๊ณผ ์ƒํ˜ธ๋ณด์™„์  ์˜์—ญ์˜ ์•ก์„œ์‚ฌ๋ฆฌ๋“ค์„ ํฌํ•จํ•œ๋‹ค.
1. ๋‹ฅํ„ฐ๋งˆํ‹ด, ๋ฐ˜ํ•ญ์ ์ธ ์ž์•„ ํ‘œํ˜„์˜ ์—ญ์‚ฌ
๋‹ฅํ„ฐ๋งˆํ‹ด์€ ์ž์‹ ๋งŒ์˜ ๊ฐœ์„ฑ์„ ์ง€๋‹ˆ๊ณ  ํ•˜๋‚˜์˜ ์ •์‹ ์„ ๊ณต์œ ํ•˜๋Š” ์ง„์ •์„ฑ ์žˆ๋Š” ์‚ฌ๋žŒ๋“ค๊ณผ ์ž์•„ ํ‘œํ˜„์— ์ž๋ถ€์‹ฌ์„ ์ง€๋‹Œ ์‚ฌ๋žŒ๋“ค, ๊ทธ๋ฆฌ๊ณ  ๋ณดํ†ต ์‚ฌ๋žŒ๋“ค๊ณผ๋Š” ๋‹ค๋ฅธ ์‚ฌ๋žŒ๋“ค์—๊ฒŒ ์–ดํ•„ํ•ฉ๋‹ˆ๋‹ค.
ย ์Šคํƒ€์ผ์˜ ๊ด€์ ์—์„œ ๋‹ฅํ„ฐ๋งˆํ‹ด์˜ ์‹ฌํ”Œํ•œ ์‹ค๋ฃจ์—ฃ์€ ์†Œ๋น„์ž๋กœ ํ•˜์—ฌ๊ธˆ ๋ถ€์ธ ์™€ ์Šˆ์ฆˆ๋ฅผ ๊ทธ๋“ค ์ž์‹ ๋งŒ์˜ ์œ ๋‹ˆํฌํ•œ ์Šคํƒ€์ผ์„ ํ‘œํ˜„ํ•  ์ˆ˜ ์žˆ๋„๋ก ๋งŒ๋“ค์—ˆ์œผ๋ฉฐ, ์‹ค์šฉ์„ฑ ์ฐจ์›์—์„œ ๋‹ฅํ„ฐ๋งˆํ‹ด์˜ ๋›ฐ์–ด๋‚œ ๋‚ด๊ตฌ์„ฑ๊ณผ ํŽธ์•ˆํ•จ์€ ๊ณต์—ฐ ๋˜๋Š” ์ŠคํŠธ๋ฆฟ ํŒจ์…˜์ด ์šฉ๋‚ฉ ๋ฐ›์ง€ ๋ชปํ•˜๋Š” ์„ธ๊ณ„์—์„œ ๊ฐ€์žฅ ์ด์ƒ์ ์ธ ์กด์žฌ๋กœ ์ž๋ฆฌ ์žก๊ฒŒ ํ–ˆ์Šต๋‹ˆ๋‹ค.
๋์œผ๋กœ ๊ฐ์„ฑ์ ์ธ ์ธก๋ฉด์—์„œ ๋‹ฅํ„ฐ๋งˆํ‹ด์€ ๋ฐ˜ํ•ญ์ ์ธ ํƒœ๋„์™€ ๊ถŒํ•œ์˜ ์ฆํ‘œ์™€๋„ ๊ฐ™์Šต๋‹ˆ๋‹ค.
*์‹ฌํ”Œํ•จ + ํŽธ์•ˆํ•จ + ์ŠคํŠธ๋ฆฟํŒจ์…˜ => ์‹ฌํ”Œํ•จ๊ณผํŽธ์•ˆํ•จ์ด๋ผ๋Š”์ด๋ฏธ์ง€์™€๋Š”๋‹ค๋ฅธ๋Š๋‚Œ์˜์ŠคํŠธ๋ฆฟํŒจ์…˜? ์„œ๋กœ๋‹ค๋ฅธ๋‘๊ฐ€์ง€์˜๋Š๋‚Œ์ด์„ž์ธ์ ์ด์ฐธ๋งค๋ ฅ์ ์ธ์˜๋ฏธ๋ฅผ๋งŒ๋“ค์–ด๋‚ด๋Š”๊ฒƒ๊ฐ™๋‹ค.
*'๋ณดํ†ต ์‚ฌ๋žŒ๋“ค๊ณผ๋Š” ๋‹ค๋ฅธ ์‚ฌ๋žŒ๋“ค์—๊ฒŒ ์–ดํ•„ํ•ฉ๋‹ˆ๋‹ค~' => ์†Œ๋น„์ž๋กœ ํ•˜์—ฌ๊ธˆ ๋” ์ž์‹ ์„ ๏ฟฝ๏ฟฝ๏ฟฝ๋ณ„ํ•˜๊ฒŒ ์ƒ๊ฐํ•  ์ˆ˜ ์žˆ๊ฒŒ ๋งŒ๋“œ๋Š” ๊ฒƒ ๊ฐ™๋‹ค. ๋…์ž๋“ค์˜ ์ž์กด๊ฐ์„ ๋†’์—ฌ์ฃผ๋Š” ๋ง!
2.๋‹ฅํ„ฐ๋งˆํ‹ด ๋ธŒ๋žœ๋“œ ์Šคํ† ๋ฆฌ
-Airwair(ํ˜์‹ ์ ์ธ ์—์–ด์ฟ ์…˜ ์†”-๊ฐœ์„ ๋œ ํž๊ณผ ๋‘ฅ๊ธ€์ง€๋งŒ ์‹ฌํ”Œํ•œ ์ƒ๋‹จ, ๋…ํŠนํ•œ ์˜๋กœ์šฐ ์Šคํ‹ฐ์น˜์™€ ํˆฌํ†ค ๊ทธ๋ฃจ๋ธŒ ์†” ๊ทธ๋ฆฌ๊ณ  ์œ ๋‹ˆํฌํ•œ ์†”์˜ ํŒจ์…˜..)
์Šฌ๋กœ๊ฑด( with bouncing soles )
-๋ฌธํ™”์  ์•„์ด์ฝ˜
: ์ดˆ๊ธฐ ๋‹ค๋ฌธํ™” ์‹œ๊ธฐ์— ์˜๊ตญ ๋…ธ๋™์ž ๊ณ„์ธต์„ ์˜นํ˜ธํ•œ ์Šคํ‚จํ—ค๋“œ๋“ค์— ์˜ํ•ด ๊ธ‰์†๋„๋กœ ํผ์ ธ๋‚˜๊ฐ.
๋ก ๊ทธ๋ฃน THE WHO ํ”ผํŠธ ํƒ€์šด์„ผ๋“œ๊ฐ€ ๋‹ฅํ„ฐ๋งˆํ‹ด ๋ถ€์ธ ๋ฅผ ์‹ ๊ธฐ ์‹œ์ž‘ํ–ˆ๊ณ  ๊ทธ๋Š” ๋…ธ๋™์ž ๊ณ„์ธต์— ๋Œ€ํ•œ ์ž๋ถ€์‹ฌ๊ณผ ๋ฐ˜ํ•ญ์ ์ธ ํƒœ๋„์˜ ์ƒ์ง•์œผ๋กœ์„œ ๋‹ฅํ„ฐ๋งˆํ‹ด์„ ์‹ ์€ ์„ธ๊ฐ„์˜ ์ด๋ชฉ์„ ๋„๋Š” ์ฒซ ๋ฒˆ์งธ ์‚ฌ๋žŒ์ด ๋˜์—ˆ๋‹ค.
=>1์„ธ๋Œ€ ์Šคํ‚จํ—ค๋“œ์™€ ํƒ€์šด์„ผ๋“œ๋Š” ๋‹ฅํ„ฐ๋งˆํ‹ด์„ ์„œ๋ธŒ์ปฌ์ฒ˜์˜ ๋ณธ์งˆ๋กœ์„œ ๋ธŒ๋žœ๋“œ ํžˆ์Šคํ† ๋ฆฌ๋ฅผ ๋ฐ”๊พธ์–ด ๋†“์•˜๋‹ค.
-๋‹ฅํ„ฐ๋งˆํ‹ด ๋ถ€์ธ  ์ž์•„ ํ‘œํ˜„์˜ ์ƒ์ง•: ๊ธ€๋žจ, ํŽ‘ํฌ, ํˆฌ ํ†ค ๊ทธ๋ฆฌ๊ณ  ์ดˆ๊ธฐ ๊ณ ์Šค์˜ 70๋…„๋Œ€์— ์˜๊ตญ ์œ ์Šค ์ปฌ์ณ๋Š” ์…€ ์ˆ˜ ์—†์„ ๋งŒํผ ๋‹ค๋ฅธ ์ง‘๋‹จ๋“ค๋กœ ๊ธ‰์†ํžˆ ๋ฒˆ์กŒ๋‹ค.ย 
๋ฐ˜์ •๋ถ€ ์กฐ์ง์˜ ๋Œ€๋ถ€๋ถ„์€ ๋‹ฅํ„ฐ๋งˆํ‹ด์„ ์ง€์ง€ํ–ˆ๋‹ค.
๊ทธ๋ ‡๊ฒŒ 70๋…„๋Œ€ ๋ง, ๋‹ฅํ„ฐ๋งˆํ‹ด ๋ถ€์ธ ๋Š” ์˜๊ตญ ์œ ์Šค ์ปฌ์ณ์˜ ์ค‘์‹ฌ๋ถ€์—์„œ ๋Œ€ํ‘œ์ ์ธ ์ž์•„ ํ‘œํ˜„์˜ ์ƒ์ง•์ด ๋˜์—ˆ๋‹ค.
-์†Œ๋…€๋“ค์˜ 8ํ™€ ๋ถ€์ธ  ๊ตฌ์ž…๊ณผ ์ปค์Šคํ„ฐ๋งˆ์ด์ง• ํŠธ๋ Œ๋“œ
: ๋ฐ˜์ •๋ถ€ ํญ๋™๊ณผ ์‚ฌํšŒ์  ๋ถ„๋…ธ์— ์‹œ๋‹ฌ๋ฆฐ ์˜๊ตญ์˜ ์‚ฌ์ด์ฝ”๋นŒ๋ฆฌ, ๊ทธ๋ ˆ๋ณด์™€ ๊ฐ™์€ ๊ฐœ๋ณ„ ๊ทธ๋ฃน๋“ค์˜ ์œ ์Šค ์ปฌ์ณ๊ฐ€ ๊ฑฐ๋ฆฌ์—์„œ ์ผ์–ด๋‚ฌ๋‹ค.
๋‹ฅํ„ฐ๋งˆํ‹ด 8ํ™€ ๋‚จ์„ฑ์šฉ ์Šค๋ชฐ ์‚ฌ์ด์ฆˆ ๋ถ€์ธ ๋Š” ์†Œ๋…€๋“ค์— ์˜ํ•ด ์ฃผ๋กœ ํŒ๋งค๋˜์—ˆ๋Š”๋ฐ ์†Œ๋…€๋“ค์€ ์ด ๋ถ€์ธ ๋ฅผ ๋ณธ์ธ๋“ค์˜ ๊ฐœ์„ฑ๋Œ€๋กœ ์ปค์Šคํ„ฐ๋งˆ์ด์ง•ํ•˜๋Š” ์ŠคํŠธ๋ฆฟ ํŠธ๋ Œ๋“œ๋กœ ๋ณ€ํ™”์‹œ์ผฐ๋‹ค.
-๋‹ฅํ„ฐ๋งˆํ‹ด ํŽ˜์Šคํ‹ฐ๋ฒŒ ์ปฌ์ณ์˜ ๋Œ€๋ช…์‚ฌ๊ฐ€ ๋˜๋‹ค
: ๊ทธ๋Ÿฐ์ง€๋Š” ์ฃผ๋ฅ˜ ์Œ์•… ์„ธ๊ณ„๋ฅผ ์™„์ „ํžˆ ๋’ค์ง‘์–ด ์ƒ๊ฐํ•˜๊ฒŒ ํ–ˆ์œผ๋ฉฐ, ๊ทธ๋Ÿฐ์ง€์˜ ์ƒ์ง•์€ ๋‹ฅํ„ฐ๋งˆํ‹ด ๋ถ€์ธ ์˜€๋‹ค
๋‰ด ๋ฉ”ํƒˆ(NU-METAL)๊ณผ ์ดˆ๊ธฐ ์ด๋ชจ(EMO)์˜ ๋“ฑ์žฅ์œผ๋กœ ๋ณด๋‹ค ๋งŽ์€ ์ƒˆ๋กœ์šด ์Œ์•… ์žฅ๋ฅด๊ฐ€ ๋ถ€์ธ ๋ฅผ ๋ฐ›์•„๋“ค์˜€๊ณ  ๋‹ฅํ„ฐ๋งˆํ‹ด์€ ํŽ˜์Šคํ‹ฐ๋ฒŒ ์ปฌ์ณ์˜ ๋Œ€๋ช…์‚ฌ๊ฐ€ ๋˜์—ˆ๋‹ค.
<<๊ฐ์ž์˜ ๋‹ˆ์ฆˆ์™€ ํƒœ๋„, ์•„์ด๋ดํ‹ฐํ‹ฐ์— ์˜ํ•ด ๋ถ€์ธ ์™€ ์‹ ๋ฐœ์„ ์ž๊ธฐ ์Šคํƒ€์ผ๋กœ ๋ณ€ํ˜•ํ•˜๊ณ  ๊พธ๋ฏธ๋Š” ๋‹ค์–‘ํ•œ ๊ทธ๋ฃน๋“ค๊ณผ ์…€๋Ÿฌ๋ธŒ๋ฆฌํ‹ฐ, ๋ฎค์ง€์…˜๋“ค๊ณผ ์ž์œ ๋กœ์šด ์‚ฌ๊ณ ๋ฅผ ๊ฐ€์ง„ ๊ฐœ์ธ๋“ค์ด ๋ชฉ๊ฒฉ๋˜๊ณ  ์žˆ๋‹ค.>>
MUSIC IS THE HEARTBEAT OF THE BRAND!
์Œ์•…์€๋ธŒ๋žœ๋“œ์˜์‹ฌ์žฅ์ด๋‹ค!
์Œ์•…์ด ์—†์—ˆ๋‹ค๋ฉด ๋‹ฅํ„ฐ๋งˆํ‹ด์€ ์ž‘์—…์šฉ ๋ถ€์ธ ๋กœ ๋‚จ์•„์žˆ์—ˆ์„๊ฒƒ์ž…๋‹ˆ๋‹ค.
๋‹ฅํ„ฐ๋งˆํ‹ด๊ณผ ์Œ์•…์€ ๋ถˆ๊ฐ€๋ถ„์˜ ๊ด€๊ณ„๊ฐ€ ๋˜์—ˆ๋‹ค.
(๋ธŒ๋žœ๋“œ ์•ฝ์†)
"DONIG THE RIGHT THINGS"
Dr. Martens is focused on delivering sustainable and profitable growth to drive long-term value for the brand and its shareholders.
We believe in being brand custodians, focused on protecting and enhancing the brand and the business for future generations.
The business aims to deliver its growth plan by continuing to execute its tried and testedย DOCS strategy.
(A brand custodian is someone who is the architect of a brand, designing and deciding how the brand appears, what attributes it should possess, and how the brand speaks to stakeholders in various media.)
Our responsibility is to act as brand custodians always focusing on long-term value.
OUR DRIVERS
Democratic brandย Growing our consumer base by harnessing the brandsโ€™ diverse and inclusive global appeal.
True to our heritageย Underpinning trends whilst remaining relevant to youth culture and modern day tribes.
Iconic productย Expanding our product offering through style and categoryย variations of our iconic originals.
A global approachย Globally consistent and locally relevant to our consumers in every market.
*๋‹ฅํ„ฐ๋งˆํ‹ด ๋ธŒ๋žœ๋“œ ์•ฝ์†: ์ง€์† ๊ฐ€๋Šฅํ•œ ๊ฐ€์น˜์— ์ง‘์ค‘ํ•˜์—ฌ ๋ธŒ๋žœ๋“œ๋ฅผ ์„ฑ์žฅ์‹œ์ผœ๋‚˜๊ฐ„๋‹ค.
ํ‰๋“ฑ์ฃผ์˜์— ์ž…๊ฐํ•œ ๋ธŒ๋žœ๋“œ) ๋ธŒ๋žœ๋“œ์˜ ๋‹ค์–‘์„ฑ๊ณผ ํ‰๋“ฑํ•œ ์„ธ๊ณ„์— ๋Œ€ํ•œ ์†Œ๋ง์„ ๋ฐ”ํƒ•์œผ๋กœ ์†Œ๋น„์ž๋ฅผ ๋Š˜๋ ค๋‚˜๊ฐ.
์ง„์ •์„ฑ) ์‹ ์„ธ๋Œ€ ๋ฌธํ™”์™€ ํ˜„๋Œ€์ธ๋“ค๊ณผ ๊ด€๋ จ์‹œํ‚ค๋ฉฐ ํŠธ๋ Œ๋“œ๋ฅผ ๋”ฐ๋ผ๋‚˜๊ฐ.
์ƒ์ง•์  ์ œํ’ˆ) ์ƒ์ง•์  ์ œํ’ˆ์˜ ์Šคํƒ€์ผ๊ณผ ์—ฌ๋Ÿฌ ์นดํ…Œ๊ณ ๋ฆฌ๋“ค์„ ํ†ตํ•ด ์ œํ’ˆ์„ ๋‹ค์–‘ํ•˜๊ฒŒ ํ™•์žฅ์‹œ์ผœ๋‚˜๊ฐ.
์„ธ๊ณ„์  ์ ‘๊ทผ) ์„ธ๊ณ„์ ์œผ๋กœ ์ง€์†์ ์ด๊ณ ย  ์˜ค๋Š˜๋‚  ์‹œ์žฅ์—์„œ ์†Œ๋น„์ž๋“ค๊ณผ ๊ด€๋ จ๋œ ์ œํ’ˆ.
๋ธŒ๋žœ๋“œ ์•ฝ์†์€ ๋ธŒ๋žœ๋“œ๋ฅผ ๊ฒฝ์Ÿ์—์„œ ์ฐจ๋ณ„ํ™”ํ•œ๋‹ค. ๋ธŒ๋žœ๋“œ ๋””์ž์ธ์ด ๋ฐ”๋€Œ๋”๋ผ๋„ ๋ธŒ๋žœ๋“œ ์•ฝ์†์€ ๋ธŒ๋žœ๋“œ์˜ ์•ž์„  ์ œ์•ˆ๊ณผ ์ผ๋งฅ์ƒํ†ตํ•ด์•ผ ํ•œ๋‹ค.
=>๋ธŒ๋žœ๋“œ ์•ฝ์†์€ ์Šฌ๋กœ๊ฑด๊ณผ๋Š” ๋‹ค๋ฅด๋‹ค. ์Šฌ๋กœ๊ฑด์€ ์‹œ๋ฅ˜์— ๋งž๋Š” ์†Œํ†ต์— ์˜ํ•ด ์ •๊ธฐ์ ์œผ๋กœ ์—…๋ฐ์ดํŠธ๋œ๋‹ค.
ex) ์ฝ”์นด์ฝœ๋ผ์˜ ์•ฝ์†์—๋Š” ์„ธ์ƒ์—์„œ ์ œ์ผ๊ฐ€๋Š” ์ฒญ๋Ÿ‰์Œ๋ฃŒ๋ฅผ ํŒ”๊ฒ ๋‹ค๋Š” ๋ง์ด ์—†๊ณ , ๋ฒ„์ง„์˜ ์•ฝ์†์—๋„ ๋น„ํ–‰๊ธฐ ์—ฌํ–‰์— ๋Œ€ํ•œ ์–ธ๊ธ‰์€ ์ „ํ˜€ ์—†๋‹ค. ์ข‹์€ ๋ธŒ๋žœ๋“œ ์•ฝ์†์€ ์ด์ฒ˜๋Ÿผ ํŠน์ • ๋‹ˆ์ฆˆ๋‚˜ ์š•๋ง์— ๋ถ€์‘ํ•˜๊ณ  ์†Œ๋ง์„ ์‹คํ˜„ํ•  ๋ฐฉ๋ฒ•์— ๋Œ€ํ•ด์„œ๋งŒ ๋งํ•œ๋‹ค. ์ข‹์€ ๋ธŒ๋žœ๋“œ ์•ฝ์†์€ ์„ธ์›”์˜ ์‹œํ—˜์„ ๊ฒฌ๋”˜๋‹ค.
๋ธŒ๋žœ๋“œ๊ฐ€ ์ง€์†์ ์œผ๋กœ ์„ฑ์žฅํ•˜๋ ค๋ฉด ๋ธŒ๋žœ๋“œ ์•ฝ์†์„ ์ง€์†์ ์œผ๋กœ ๊ตฌํ˜„ํ•ด์„œ ์ถฉ์„ฑ๋„ ๋†’์€ ์†Œ๋น„์ž ๊ธฐ๋ฐ˜์„ ๊ตฌ์ถ•ํ•ด์•ผ ํ•œ๋‹ค.
Sustainability
LEAVING THINGS BETTER THAN WE FOUND THEM
As we continue our journey, we are committed to standing by our belief in doing what is right for people and the planet - in leaving things better than we found them.
<์šฐ๋ฆฌ๊ฐ€ ์ฐพ์€ ๊ฒƒ ๋ณด๋‹ค ๋” ๋‚˜์€ ๊ฒƒ์„ ์œ ์ง€์‹œํ‚ด>
๋‹ฅํ„ฐ๋งˆํ‹ด๊ณผ์˜ ์—ฌ์ •์„ ํ•˜๋ฉด์„œ ์‚ฌ๋žŒ๊ณผ ์ง€๊ตฌ๋ฅผ ์œ„ํ•œ ์˜ณ์€ ํ–‰๋™์„ ํ•ด์•ผํ•œ๋‹ค๋Š” ์šฐ๋ฆฌ์˜ ์†Œ๋ง์„ ์ง€ํ‚ค๊ธฐ ์œ„ํ•ด-์šฐ๋ฆฌ๊ฐ€ ๋ฐœ๊ฒฌํ•œ ๊ฒƒ ๋ณด๋‹ค ๋” ๋‚˜์€ ๊ฒƒ์„ ์œ ์ง€์‹œํ‚ค๊ธฐ๋กœํ•จ.
(๋ธŒ๋žœ๋“œ ์ฒ ํ•™)
OUR PURPOSE IS TO EMPOWER REBELLIOUSย SELF-EXPRESSION
๊ธฐ์—… ๋ฌธํ™” ๋˜๋Š” ๊ธฐ์—… ๋ถ„์œ„๊ธฐ๋ฅผ ์ฆ๋ฅ˜ํ•œ ์—์„ผ์Šค๋ฅผ ํ•ต์‹ฌ ๊ฐ€์น˜ ์„ธํŠธ๋กœ ๋งŒ๋“  ๊ฒƒ->๊ธฐ์—… ์ฒ ํ•™
๊ธฐ์—… ์ฒ ํ•™์€ ๊ธฐ์—… ํ™œ๋™์˜ ๋ชจ๋“  ์ธก๋ฉด์— ์ž‘์šฉํ•œ๋‹ค. ๋‚ด๋ถ€ ๋ธŒ๋žœ๋”ฉ์˜ ๊ธฐ์กฐ๊ฐ€ ๋˜์–ด ์ง์›์„ ๊ณ„๋ฐœํ•˜๊ณ  ๋Œ€์™ธ์  ๋ธŒ๋žœ๋“œ ์ปค๋ฎค๋‹ˆ์ผ€์ด์…˜ ์ „๋žต์— ๋ผˆ๋Œ€๋ฅผ ์ œ๊ณตํ•œ๋‹ค.
(๋ธŒ๋žœ๋“œ์ฒ˜๋Ÿผ ์‚ด๊ธฐ Living the brand)
ํ˜„๋Œ€์˜ ์†Œ๋น„์ž๋“ค์€ ๋‹จ์ง€ ์ƒํ’ˆ์„ ์†Œ๋น„ํ•˜๋Š” ๊ฒƒ์ด ์•„๋‹ˆ๋ผ '๊ฒฝํ—˜'์„ ๊ตฌ๋งคํ•œ๋‹ค.
๊ทธ๋งŒํผ '๋ธŒ๋žœ๋“œ ์Šคํ† ๋ฆฌ, ๋ธŒ๋žœ๋“œ ์†์„ฑ Brand attributes, ๋ธŒ๋žœ๋“œ ์—ฐ์ƒ Brand associations'์˜ ์„ฑ๊ณต์  ์ฐฝ์กฐ๊ฐ€ ์ค‘์š”ํ•ด์กŒ๋‹ค. ๋Œ€์ฒด๋กœ ์ด๋“ค์€ ๋ฌดํ˜•์ ์ด๊ณ  ์ƒ์ง•์ ์ด๋‹ค. ํ•˜์ง€๋งŒ ์†Œ๋น„์ž์˜ ๋ฌด์˜์‹์— ์ €์žฅ๋˜์–ด ๊ตฌ๋งค ํ–‰๋™์— ์žฅ๊ธฐ์ ์ธ ์˜ํ–ฅ์„ ๋ฏธ์น˜๊ธฐ ๋•Œ๋ฌธ์— ๋ธŒ๋žœ๋“œ ์ „๋žต์˜ ์„ฑ๊ณต์— ์ง€๋Œ€ํ•œ ์—ญํ• ์„ ํ•œ๋‹ค. ๋ธŒ๋žœ๋“œ๊ฐ€ ์†Œ๋น„์ž์˜ ๋งˆ์Œ๊ณผ ๋จธ๋ฆฌ๋ฅผ ์‚ฌ๋กœ์žก์œผ๋ฉด ์šฐ์ƒ์  ์œ„์ƒ์„ ์–ป๋Š”๋‹ค.
๊ทธ๋Ÿฐ๋ฐ ์š”์ฆ˜์€ ์„ฑ๊ณต์˜ ๊ฒฐ์ •์  ์žฃ๋Œ€๊ฐ€ ๋ธŒ๋žœ๋“œ ์ข…์กฑ Brand Tribe์ด ์žˆ๋Š๋ƒ ์—†๋Š๋ƒ๊ฐ€ ๊ด€๊ฑด์ด๋‹ค.
๋ธŒ๋žœ๋“œ ์ข…์กฑ์ด๋ž€ ํŠน์ • ๋ธŒ๋žœ๋“œ๋ฅผ ํ–ฅํ•œ ์—ด์ •๊ณผ ์ถฉ์„ฑ๋„๋ฅผ ๊ณต์œ ํ•œ, ๋งˆ์Œ๊ณผ ๋œป์ด ํ†ตํ•˜๋Š” ์‚ฌ๋žŒ๋“ค์˜ ๊ณต์‹์ ์ด๊ฑฐ๋‚˜ ๋น„๊ณต์‹์ ์ธ ๊ทธ๋ฃน์„ ๋งํ•œ๋‹ค. ์ด๋“ค์€ ํ•ด๋‹น ๋ธŒ๋žœ๋“œ์˜ ๊ฐ€์น˜๋ฅผ ๋ฐ›์•„๋“ค์—ฌ ๊ทธ๊ฒƒ์„ ์‹ค์ƒํ™œ์— ์ ์šฉํ•œ๋‹ค.ย 
๋ธŒ๋žœ๋“œ ์ข…์กฑ๋“ค์˜ ํ™œ๋™์€ ํ•ด๋‹น ๋ธŒ๋žœ๋“œ๋ฅผ ๋ณด๋Š” ๋‚จ๋“ค์˜ ์ธ์‹๊ณผ ํ‰๊ฐ€์—๋„ ๊ฐ•ํ•˜๊ฒŒ ์˜ํ–ฅ์„ ๋ฏธ์นœ๋‹ค.(์ธ์Šคํƒ€๊ทธ๋žจ ์ธํ”Œ๋ฃจ์–ธ์„œ๋“ค, ์—ฐ์˜ˆ์ธ ๋“ฑ)
๋ธŒ๋žœ๋“œ ์ข…์กฑ์€ ์ฃผ๋กœ ํŠน์ˆ˜ํ•œ ๊ฐ€์น˜ ์„ธํŠธ๋ฅผ ๋‚ด์„ธ์›Œ ํ‹ˆ์ƒˆ์‹œ์žฅ์— ํ˜ธ์†Œํ•˜๋Š” ์ž‘์€ ์ŠคํŽ˜์…œ๋ฆฌ์ŠคํŠธ ๋ธŒ๋žœ๋“œ๋ฅผ ์ค‘์‹ฌ์œผ๋กœ ์„ฑ์žฅํ•œ๋‹ค.
(*=>๋‹ฅํ„ฐ ๋งˆํ‹ด์˜ ๊ฒฝ์šฐ ์—ญ์‚ฌ์ ์œผ๋กœ ๊ณผ๊ฑฐ๋ถ€ํ„ฐ ์†Œ์ˆ˜์˜ ๋…ธ๋™์ž ๊ฒŒ์ธต์„ ์˜นํ˜ธํ•œ ์Šคํ‚จํ—ค๋“œ๋“ค๋กœ๋ถ€ํ„ฐ ์‹œ์ž‘ํ•ด์„œ ์ผ๋ฐ˜์  ํ†ต๋…๊ณผ ์‚ฌํšŒ์— ๋Œ€ํ•ด ๋ฐ˜ํ•ญ์ ์ด๊ณ  ์ž์œ ๋กœ์šด ์ƒํƒœ๋ฅผ ์ถ”๊ตฌํ•˜๋ฉฐ ๋ธŒ๋žœ๋“œ ์ข…์กฑ๋“ค์„ ๋ชจ์•„๋‚˜๊ธฐ ์‹œ์ž‘ํ–ˆ๋‹ค.
ํ˜„์žฌ ๋‹ค์–‘ํ•œ ํŽ˜์Šคํ‹ฐ๋ฒŒ๊ณผ ์˜ˆ์ˆ ๋“ค๊ณผ ์œตํ•ฉ๋˜์–ด ๋ฐ˜ํ•ญ์ ์ด๊ณ  ์ž์•„ํ‘œํ˜„์˜ ์ž์œ ๋ฅผ ์ถ”๊ตฌํ•˜๋Š” ๊ธฐ์—…์œผ๋กœ ์„ฑ์žฅํ•ด๋‚˜๊ฐ€๊ณ  ์žˆ๋‹ค.)
We aim to build brand equity and drive margin expansion.
This pillar includes increasing the number of own stores and expanding our own digital platforms, developing our omni-channel capabilities and building a profitable resale, repair and end of life business model.
๋ธŒ๋žœ๋“œ์˜ ํ‰๋“ฑ์„ฑ๊ณผ ์ˆœ์ˆ˜์ต์˜ ํ™•์žฅ์„ ๋ชฉํ‘œ๋กœ ํ•œ๋‹ค.
์ด ํŠน์ง•์€ ์šฐ๋ฆฌ์˜ ์˜ด๋‹ˆ์ฑ„๋„ ๏ฟฝ๏ฟฝ๏ฟฝ๋ ฅ๋“ค์„ ๋ฐœ์ „์‹œํ‚ค๊ณ  ์ˆ˜์ต์„ฑ์žˆ๋Š” ์žฌํŒ๋งค์™€ ์ˆ˜๋ฆฌ๋ฅผ ํ†ตํ•ด ์‚ถ์˜ ๋น„์ง€๋‹ˆ์Šค ๋ชจ๋ธ์„ ๋งŒ๋“ค์–ด, ์šฐ๋ฆฌ ๊ธฐ์—… ๋งค์žฅ๊ณผ ๋””์ง€ํ„ธ ํ”Œ๋žซํผ ์ˆ˜๋ฅผ ์ฆ๊ฐ€์‹œํ‚จ๋‹ค.
COMMITMENTS
In 2021, we concluded an in-depth materiality analysis to review and understand our priorities when addressing our environmental and social impacts, risks and opportunities.
We worked with an external consultant to identify the environmental and social issues that are most significant for Dr. Martens. The assessment included a detailed review of industry best practices, peer benchmarking and long-term trend analysis. Internal (employees and management) and external stakeholders were also engaged through a series of interviews and surveys to determine the materiality of key risks and opportunities to Dr. Martens. External stakeholders included industry associations, customers, key Tier 1 and 2 suppliers and non-profit organisations. The findings were reviewed by the Sustainability Steering Committee, chaired by the CEO.
In total, we identified twelve priority areas, with an additional eight to manage and maintain.ย 
2021๋…„์— ์šฐ๋ฆฌ๋Š” ์šฐ๋ฆฌ์˜ ํ™˜๊ฒฝ์ ์ด๊ณ  ์‚ฌํšŒ์  ์˜ํ–ฅ, ์œ„ํ—˜๊ณผ ๊ธฐํšŒ๋“ค์„ ํ•ด๊ฒฐํ• ๋•Œ ์šฐ๋ฆฌ์˜ ์šฐ์„ ์ˆœ์œ„๋ฅผ ๊ฒ€ํ† ํ•˜๊ณ  ์ดํ•ดํ•˜๊ธฐ ์œ„ํ•œ ์‹ฌ์ธต์ ์ธ ์ค‘์š”์„ฑ์— ๋Œ€ํ•œ ๋ถ„์„์„ ๊ฒฐ๋ก ์ง€์—ˆ๋‹ค.
์šฐ๋ฆฌ๋Š” ๋‹ฅํ„ฐ๋งˆํ‹ด์— ์žˆ์–ด์„œ ๊ฐ€์žฅ ์ค‘์š”ํ•œ ํ™˜๊ฒฝ์ ์ด๊ณ  ์‚ฌํšŒ์  ์ด์Šˆ๋ฅผ ํŒŒ์•…ํ•˜๊ธฐ์œ„ํ•ด ์™ธ๋ถ€ ์ปจ์„คํ„ดํŠธ์™€ ํ•จ๊ป˜ ์ผํ•œ๋‹ค.ย 
ํ‰๊ฐ€์—๋Š” ์—…๊ณ„ ๋ชจ๋ฒ” ์‚ฌ๋ก€์— ๋Œ€ํ•œ ๊ตฌ์ฒด์ ์ธ ๊ฒ€ํ† , ๋ฒค์น˜๋งˆ์ผ€ํŒ… ๊ทธ๋ฆฌ๊ณ  ์˜ค๋žœ ๊ธฐ๊ฐ„์˜ ํŠธ๋ Œ๋“œ ๋ถ„์„์„ ํฌํ•จํ•œ๋‹ค.
๋‚ด๋ถ€์ (์ง์›๊ณผ ๊ด€๋ฆฌ์ž) ๊ทธ๋ฆฌ๊ณ  ์™ธ๋ถ€์˜ ์ฃผ์ฃผ๋“ค์€ ์ฃผ์š”ํ•œ ์œ„ํ—˜์„ฑ๊ณผ ๊ธฐํšŒ์˜ ์ค‘์š”์„ฑ์„ ๊ฒฐ์ •ํ•˜๊ธฐ ์œ„ํ•ด ์ผ๋ จ์˜ ์ธํ„ฐ๋ทฐ์™€ ์กฐ์‚ฌ๋ฅผ ํ†ตํ•ด ์ฐธ์—ฌ๋˜์–ด์ง„๋‹ค.
์™ธ๋ถ€์˜ ์ดํ•ด๊ด€๊ณ„์ž๋“ค์€ ์—…๊ณ„ํ˜‘ํšŒ, ์†Œ๋น„์ž๋“ค, key Tier1 ๊ทธ๋ฆฌ๊ณ  2 ๊ณต๊ธ‰์ž๋“ค ๊ทธ๋ฆฌ๊ณ  ๋น„์˜๋ฆฌ ๋‹จ์ฒด๋ฅผ ํฌํ•จํ•œ๋‹ค.
์ด๋Ÿฐ ๊ฒฐ๊ณผ๋“ค์€ CEO๊ฐ€ ์˜์žฅ์„ ๋งก์€ ์ง€์† ์šด์˜ ์œ„์›ํšŒ์— ์˜ํ•ด ๊ฒ€ํ† ๋˜์–ด์ง„๋‹ค.ย 
๋‹ฅํ„ฐ๋งˆํ‹ด ๋กœ๊ณ  ๋ถ„์„
๋ธŒ๋žœ๋“œ ์ปฌ๋Ÿฌ) ๋ธ”๋ž™, ์˜๋กœ์šฐ
-๋ฐ๊ณ  ๋ˆˆ์— ๋›ฐ๋Š” ์กฐํ•ฉ
-๋…ธ๋ž€์ƒ‰์€ ๋ธŒ๋žœ๋“œ์˜ ์‹œ๊ทธ๋‹ˆ์ฒ˜ ์ปฌ๋Ÿฌ๋กœ ๋‹ฅํ„ฐ๋งˆํ‹ด ์‹ ๋ฐœ์˜ ์Šคํ‹ฐ์น˜์—๋„ ์‚ฌ์šฉ๋œ๋‹ค.
-๋ธŒ๋žœ๋“œ์˜ ์›Œ๋“œ๋งˆํฌ๋Š” ๋ณผ๋“œ ํด๋ž˜์‹ ์„œ์ฒด์™€ ์‚ด์ง ๋ฌผ๊ฒฐ๋ชจ์–‘์œผ๋กœ ์˜ฌ๋ผ๊ฐ€๊ฒŒ ๋งŒ๋“ค์–ด์กŒ๋‹ค.
-๋˜ํ•œ "AirWair"ํŒŒํŠธ๊ฐ€ ์žˆ๋Š”๋ฐ, ๊ทธ๊ฒƒ์€ ์ž‘์€ ์‚ฌ์ด์ฆˆ์˜ ๊ธ€๋กœ ์“ฐ์—ฌ์กŒ๊ณ  ์ƒ์ง•์˜ ๊ผญ๋Œ€๊ธฐ์— ์œ„์น˜ํ•œ๋‹ค. 'AirWair'์€ ์ฒซ๋ฒˆ์งธ ๋ธŒ๋žœ๋“œ์˜ ์‹ ๋ฐœ ๋ชจ๋ธ์ด๋‹ค.
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scrumpet ยท 2 years ago
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gonna start using tumblr as my own personal wishlist.
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paleeclipsedonutperson ยท 2 years ago
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Check out this listing I just added to my Poshmark closet: Dr Martens 1460 Pride Black Smooth Leather Lace-Up Rainbow Combat Boots 8.
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degibusdesigns ยท 7 days ago
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Check out this listing I just added to my Poshmark closet: Dr. Martens 9A23 MIE Brown Leather Wingtip Oxfords UK 6.
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hooraymarket ยท 13 days ago
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Check out this listing I just added to my Poshmark closet: Dr. Martens Alfi Boots Airwair Shoreditch Combat Canvas Lace Up red canvas 8.
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christopheaudi ยท 1 month ago
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Check out this listing I just added to my Poshmark closet: DR. MARTENS AIR WAIR 11822 BROWN OIL LEATHER 8 EYE LACE UP ANKLE BOOTS MEN'S 13.
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raheltade ยท 2 months ago
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Check out this listing I just added to my Poshmark closet: NEW Dr. Martens 1460 Grey Patent Lamper Leather Lace Up Boot size 7.
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goodvibes1983 ยท 2 months ago
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Check out this listing I just added to my Poshmark closet: Dr. Martens Vegan 1490 8-Eye Boots - Black Size 13.
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cmbrooks46 ยท 2 months ago
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Check out this listing I just added to my Poshmark closet: Dr. Martens Black Combs Ripstop Nylon Boots.
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igotyasize ยท 2 months ago
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Check out this listing I just added to my Poshmark closet: DR MARTENS 101 TUMBLED NUBUCK BOOTS (12).
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sylvoskiboutique ยท 2 months ago
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Check out this listing I just added to my Poshmark closet: ๐Ÿ–คDR MARTENS๐Ÿ–ค 1490 JOSKA STUD NWT.
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virginiabound ยท 3 months ago
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Check out this listing I just added to my Poshmark closet: Dr. Martens Airwair White And Black Slip On Moto Boots 5.
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ladivafashions ยท 3 months ago
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Check out this listing I just added to my Poshmark closet: DR MARTENS Leona Vintage Smooth Leather Lug Sole Platform Heeled Shoe Black 9 10.
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paleeclipsedonutperson ยท 2 years ago
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Check out this listing I just added to my Poshmark closet: Dr Martens 1460 Pride Black Smooth Leather Lace-Up Rainbow Combat Boots 8.
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degibusdesigns ยท 7 days ago
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Check out this listing I just added to my Poshmark closet: Dr. Martens 9A23 MIE Brown Leather Wingtip Oxfords UK 6.
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