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Retailer Dr Martens will relaunch its site at the end of next month

as part of its drive to promote its core brand values.

The pounds 100,000-plus revamp, through agency Code, will target the

brand's key audience of 18 to 25-year-olds. The site (www.

drmartens.com) will provide lifestyle content and aims to simplify

searches.

"The old site didn't have the core Dr Martens' attitude. It was a bit

clean," said Dan Gyves, head of marketing at Dr Martens. "The new one

jumps more into the core values of originality and individuality. We're

saying that Dr Martens are a stamp of independent attitude."

The relaunch is to coincide with the autumn/winter fashion season.

Offline ads, through MMHL, will air in September.

Gyves explained that the company hopes to push into e-commerce next

year. The retailer did a feasibility study last year, but held off due

to market conditions. "We've put it on hold, but we haven't abandoned

e-commerce," he said.

Dr Martens has also teamed up with Playuk.tv to show webcasts of its

June concert celebrating the launch of its Manchester store. Users can

access Playuk.tv through the summer to see performances and interviews

with bands such as Alpinestars, enter a competition to win a guitar

signed by Noel Gallagher, and click through to the existing DM site.