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dc.contributor.authorDavies, Cath
dc.date.accessioned2019-06-14T15:14:18Z
dc.date.available2019-06-14T15:14:18Z
dc.date.issued2014-02-03
dc.identifier.citationDavies, C. (2016) 'Smells like teen spirit: Channelling subcultural traditions in contemporary Dr Martens branding', Journal of Consumer Culture, 16(1), pp.192-208.en_US
dc.identifier.issn1469-5405
dc.identifier.issn1741-2900
dc.identifier.urihttp://hdl.handle.net/10369/10561
dc.descriptionArticle published in Journal of Consumer Culture, available at https://doi.org/10.1177%2F1469540514521079en_US
dc.description.abstractIn 2012, the Dr Martens footwear company announced profits of £22 million with a 230% rise in sales from 2011–2012. In the light of this achievement, this paper will investigate the ideologies behind recent marketing campaigns – ‘First and Forever’ (A/W 2011 and S/S 2012) and ‘Individual Style. United Spirit’ (A/W2012) – and will consider the specific branding strategies that have encouraged such consumer attention during this period. A textual analytical approach to promotional materials, including website resources and product catalogue, will specifically identify the role that the brand’s heritage plays within the contemporary campaign. This paper will argue that youth subcultural appropriations of the brand during the 20th century are specifically channelled in the 21st century and provide an essential framework that positions the current identity of the brand in relation to its historical antecedents. It is argued that the Dr Martens’ company consciously promotes the ‘cultural biography’ of its product and subsequently utilises subcultural tropes to attract the contemporary consumer.en_US
dc.language.isoenen_US
dc.publisherSageen_US
dc.relation.ispartofseriesJournal of Consumer Culture;
dc.subjectsubcultureen_US
dc.subjectstyleen_US
dc.subjectbrandingen_US
dc.subjectidentityen_US
dc.subjectadvertising campaignen_US
dc.titleSmells like teen spirit: Channelling subcultural traditions in contemporary Dr Martens brandingen_US
dc.typeArticleen_US
dc.identifier.doihttps://doi.org/10.1177%2F1469540514521079
dcterms.dateAccepted2014
rioxxterms.funderCardiff Metropolitan Universityen_US
rioxxterms.identifier.projectCardiff Metropolian (Internal)en_US
rioxxterms.versionAMen_US
rioxxterms.licenseref.urihttp://www.rioxx.net/licenses/all-rights-reserveden_US
rioxxterms.licenseref.startdate2019-06-14
rioxxterms.funder.project37baf166-7129-4cd4-b6a1-507454d1372een_US


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    A Doctoral and Postdoctoral Humanities based research community that supports interdisciplinary and transdisciplinary research spanning Art & Design, Technology and the Sciences

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