Global marketing director Bobbie Parisi is overseeing the strategy. An earlier limited trial of brand extensions did not take off.
The accessories initiative, slated for 2006, will accompany other developments, including personalising the Dr Martens tag attached to the back of the boot.
The activity is part of a two-year plan to turn around the brand after it made losses of £24m in 2002.
Dr Martens' first major advertising campaign in four years breaks in September, with the aim to increase sales by 10%.
Profile, page 22.
.jpg)
.jpeg)
