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Fashion Forum preview: Dr Martens' Steve Murray on product innovation

Ahead of the Drapers Fashion Forum on 12 October, Drapers speaks to Steve Murray, chief executive of Dr Martens, who will be giving one of the day’s “power talks” on product innovation.

Stephen murray

Stephen murray

Steve Murray

What are your expectations for the forum?

I expect the day will provide many useful insights that’ll stimulate ideas to take back to our own business and apply to our own unique circumstances. Hopefully there’ll be a couple of “Eureka “ moments.

You’re talking on product innovation – can you give us a taste of what you’ll cover?

Listening to customers, focusing on their real needs, delivering authentic added value. I’ll also touch on our design and development methodology and how these are linked to our internal culture and manufacturing heritage.

What does innovation mean to you and how does that manifest at Dr Martens?

Innovation to me is introducing something radical that completely changes people’s current thinking or perceptions – and delivering something significantly better, or in addition to, what they had before. At our company this mostly manifests itself through product – the best example is probably our DM Lite range, which was launched in 2016 as an ultra lightweight alternative to the iconic Dr Martens boot.

The theme for the day is “fit for the future”. What does this mean to you?

To be in the best shape possible to make the most of the opportunities ahead. Using insights and learnings from the day to help ensure that the team at Dr Martens is fully equipped to meet the challenges of an enormously diverse and ever-changing commercial landscape.

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