Dr Martens, the renowned footwear brand, is teaming up with online secondhand clothing marketplace, Depop, in a bid to tap into the thriving repair and resale movement. The company predicts that within the next decade, around 15% of its sales will come from refurbished or secondhand boots. CEO Kenny Wilson believes that the durability and timeless designs of Dr Martens make it an ideal fit for the repair and resale market. Notably, between 2009 and 2018, the brand offered a lifetime guarantee on its products. Wilson pointed out that other businesses are already trading in secondhand Dr Martens, indicating a potential trend in consumer shopping habits.
The growth of resale has gained traction globally, attracting consumers with its appeal in the luxury segment, where high-quality designer fashion can be acquired at more affordable prices. Moreover, it has become popular across various price ranges, with peer-to-peer platforms like Depop, Vinted, and eBay attracting customers interested in earning extra income and reducing the amount of items sent to landfills. Many individual brands are also entering the resale market themselves, and there is a rising trend in repairing leather goods.
Resale is expected to grow 11 times faster than the wider clothing market in the next five years, according to ThredUp. Additionally, one report suggests that it will more than double by 2025. Through their partnership, Dr Martens and Depop, which is named Resouled, will refurbish older boots by adding new laces, soles, heel loops, and insoles before putting them back on sale. These items will be priced at 80% of the cost of a new pair, which is particularly appealing given the upcoming price increase in July.
Dr Martens has already been giving unwanted boots a fresh start by refurbishing thousands of pairs obtained from returns to its wholesale customers. The brand has carried out these refurbishments at its own UK factory or through collaborating with The Boot Repair Company. Wilson has suggested that the Depop partnership will be tested for around six months, giving the company the opportunity to explore the potential for a larger scale program. If expanded, production at Dr Martens’ UK factory in Northamptonshire, which presently focuses on the higher-priced Made In England range, would likely increase.
The collaboration with Depop also presents a chance to revitalize the brand’s high-profile collaborations. Dr Martens has recently partnered with brands such as Supreme and the UK’s National Gallery, and through the repair and resale scheme, these collaborations could find a second life.
Dr Martens’ foray into repair and resale reflects the evolving consumer attitudes toward sustainability and circular fashion. As consumers actively seek out more environmentally-friendly options, brands like Dr Martens are adjusting their business models to align with these changing priorities. With the escalating popularity of resale and repair, it is evident that the fashion industry is undergoing a significant transformation towards a more sustainable future.
