Dr Martens considers unisex range as part of relaunch

LONDON - Dr Martens is talking to UK and US agencies about its £7m global account as it prepares to relaunch the boot and shoe brand and considers launching a range of lighter unisex shoes.

A number of undisclosed agencies have been shortlisted in a pitch being handled by the global marketing director, Bobbie Parisi.

The US market takes 85% of Dr Marten's sales, with the remainder spread across Europe. It has been hit by the rise in trainer sales, which have usurped its core youth audience, prompting it to launch a sandals range. It is also thought to be planning a range of lighter unisex shoes.

The move follows Parisi's hiring from Nike in April 2001 with a brief to turn around a £23m loss and falling sales, identify new products and revamp its branding and communications strategy.

The pitch will be run from Dr Martens' parent company R Griggs' headquarters in Oregon, with a campaign in the late spring or summer.

Mustoes handled the UK creative account, but stopped working on the brand last October. It is not repitching.

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