Dr Martens has ditched its lifetime-guaranteed ‘For Life’ range for a new line to be launched later this year.
The footwear brand has announced plans to introduce new range ‘Hard Life’. The products will be “very similar in performance to the ‘For Life’ range… but do not come with lifetime guarantee and have a lower price point,” Dr Martens said.
A spokesman for the brand told Drapers: “At Dr Martens, we constantly carry out extensive consumer insight work to ensure our product ranges are delivering. In recent years, we have seen a reduction in demand for our For Life collection, which led us to carry out further research.
”Consumers told us that our core collections, such as our Originals range, were meeting their durability and comfort needs while being at the right price point. As a result, and following careful consideration, it became clear that the For Life range had come to the end of its product life cycle and we therefore took the decision to discontinue the manufacture and sale of this collection.”
Customers who bought For Life product before 1 April will benefit from the For Life guarantee.
According to James Bates-Prince, brand manager at ecommerce site Buy Me Once, the decision to discontinue the range is the latest in a shift from Dr Martens to transform itself from a high quality brand to a high fashion brand.
He said: “Without any official comment we can but speculate on Dr Martens’ rationale for dropping the range, but we can assume the decision is financial. At the start of 2017, prices were increased from £165 to £185, and hitting £195 at time of cancellation.
“There has always been a £20 charge for each successful claim, filed as an ‘administration fee’ but Buy Me Once happily paid given the generosity of the scheme. Under such terms, the guarantee would only make financial sense for Dr Martens if the boots really do last.”