Want to build a brand that lasts? Take a page out of the British shoemaker’s book.
Read the article and choose the best answer A-D to the questions below:
1. What has helped Doc Martens achieve iconic status over the last 64 years?
A. Constantly evolving their product designs
B. Staying true to their brand DNA
C. Aggressively promoting their brand through celebrity endorsements
D. Keeping up with the latest fashion trends
2. According to the passage, what has been key to Doc Martens’ ability to maintain relevance over the decades?
A. Regularly introducing innovative new product lines
B. Adapting their brand image to match current cultural trends
C. Educating customers about the brand’s historical origins
D. Expanding their distribution to new global markets
3. Why does the Doc Martens creative director emphasise the importance of visiting stores and engaging with customers?
A. To gather feedback for new product development
B. To ensure the brand’s marketing aligns with customer preferences
C. To monitor how customers are styling and interacting with the shoes
D. All of the above
4. What does the passage suggest contributes to Doc Martens’ strong intellectual property as a brand?
A. Their use of contemporary, on-trend imagery
B. The consistent visual branding across their stores and social media
C. Their ability to rapidly adapt their product designs
D. Their focus on introducing new and innovative shoe styles
5. According to the passage, what is one key factor that has allowed Doc Martens to sustain their success over time?
A. Staying true to their core brand DNA and origins
B. Constantly reinventing their brand identity
C. Aggressively responding to changing consumer trends
D. Expanding into new product categories beyond footwear
6. How does the passage indicate Doc Martens engages with younger generations of customers?
A. By having a team of Gen-Z employees provide input
B. By showcasing a diverse range of young people wearing their shoes
C. By introducing trendy new product designs aimed at younger consumers
D. Both A and B
7. What does the passage suggest is the primary reason the “ugly shoes” of Doc Martens have become a classic?
A. Their simplicity and timelessness
B. Their association with punk and counterculture styles
C. Their widespread popularity among celebrities and influencers
D. Their ability to adapt to changing fashion trends
Key: 1. B; 2. C; 3. D; 4. B; 5. A; 6. D; 7. A
Glossary
- to stand the test of time – to be still popular, strong, etc. after a long time
- fireside chat – a personal and interactive discussion involving a moderator and a guest, in which the audience can gain insights through the guest’s personal stories and thoughts on various topics
- legacy – something that is a part of your history or that remains from an earlier time
- demure – reserved, modest; serious
- to tweak – to change slightly
- to bolster – to support; to improve something or make it stronger
Practice makes perfect
Watch the video and fill in the gaps in the summary of it below:
1. Australians call them ……………., British call them ………….., Americans call them ……………. .
2. Sneakers are mostly produced in factories in …………… .
3. Sneaker manufacturing accounts for ……………….. .
4. Materials used in sneakers, like …………, emit greenhouse gases.
5. Manufacturing a typical sneaker involves …………….., contributing to environmental impact
6. To be more sustainable, designers should use ………….., factories should develop ………………, and consumers should support …………….. .
Key: 1. runners; trainers; tennis shoes or sneakers; 2. China and Southeast Asia; 3. one-fifth of the fashion industry’s carbon emissions; 4. synthetic textiles and rubber; 5. 65 parts and 360 steps; 6. eco-friendly materials; energy-efficient processes; ethical manufacturing and wear shoes for longer
Discuss
- Are you able to say how many pairs of shoes you own? How often do you buy new ones?
- What is the most expensive pair of shoes you’ve bought?
- Do you prefer comfortable boring shoes or uncomfortable fashionable shoes?
- Do you have a favorite pair of shoes?
- Why do men have fewer pairs of shoes than women?
Watch and revise!
Shoe Legacy!
From Sneakers to Dr Martens
https://www.cloud.worldwideschool.pl/index.php/s/neqsPiJYcEQpX9Z
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