Occasionally consultants declare the end of brands.
The upcoming IPO of Dr Martens is a good example to prove them wrong.
This brand has been popular well over half a century, with rival parts of society even. ‘Tribes’ as diverse as housewives, cops, skinheads, punks, health freaks, mods, grunge, goths, and the pope have worn “DMs”.
The valuation for the IPO is between three and four Billion GBP.