22 November 2012

Dr. Martens takes home Drapers trophy

There have been a lot of reasons to celebrate of late and Dr. Martens picking up the Marketing Initiative of the Year award at the 2012 Drapers Fashion Awards last week, was most definitely one of them.

The panel of Drapers judges felt that the #FIRSTANDFOREVER campaign and brand platform developed by ODD, ‘managed to capture a modern image of the brand, while retaining and using its heritage at the same time’.

Speaking about the awards, Drapers editor Caroline Nodder said: “Winning a Drapers Fashion Award is a real mark of excellence, and our winners this year have been judged by a panel of the fashion trade’s biggest names so they should be especially proud of themselves and their teams for that fantastic achievement.”

Its safe to say that the team both here at ODD and at Dr. Martens are indeed supremely proud, particularly given that it beat some of the fashion and retail industry’s biggest players, including Topshop, Marks & Spencer and eBay to take home the award.

Will this be the final addition to the trophy cabinet for #FIRSTANDFOREVER? Only time will tell but for now, we’re thrilled with what it has achieved for the Dr. Martens brand to date.