Sustainable Advertising Represented in a Creative Brief for Dr. Martens
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Date
2018-06
Authors
Weresh, Salem
Journal Title
Journal ISSN
Volume Title
Publisher
University of Oregon
Abstract
Sustainable advertising is relevant, because it persuades consumers to participate in smarter purchasing decisions that conserve the environment. Dr. Martens has the
potential as a culturally relevant brand to market itself as a sustainable alternative
fashion product for any consumer. Culture shifts every day, and brands attempt to keep
up with leading ideas and trends. Many brands are focusing more on maintaining
"green" practices, whether in the entirety of their business model or through small
campaign strategies that cater to brief, environmentally-friendly trends among
consumers. Over-consumption is a leading issue for sustainability, and many so-called
"sustainable" brands are not marketing their products as long-lasting. In terms of
clothing brands, there is a spectrum of sustainability effort in the industry that
demonstrates either how honest or how fabricated advertising can be, and social media
within campaigns further demonstrates the complexity of sustainable advertising.
Brands such as Patagonia and Converse are great examples of sustainable brands that
take that mission into their marketing. On the other hand, brands such as H&M utilize
smaller marketing strategies to cater to the same consumers in only parts of their business model. This research provides an analysis on the brand Dr. Martens and their
metrics for sustainable advertising in fashion. Once sustainable business and successful
sustainable advertising is explained, the study analyzes Dr. Martens business strategies,
ethical values, and consumer communication to determine the sustainability of the
brand itself and its potential to promote modest consumption in a hedonic consumer
environment through the use of social media strategy and cultural relevancy.
Description
40 pages. A thesis presented to the School of Journalism and Communication and the Clark Honors College of the University of Oregon in partial fulfillment of the requirements for degree of Bachelor of Arts, Spring 2018.