"Nowadays, commerce is a by-product of engagement. The consumer need might not necessarily be about buying a pair of shoes, it might be about a favorite band that hasn’t played for two years playing in a Dr. Martens store and they need to get there. It’s about giving them that opportunity so then they buy into the brand while not necessarily having to buy into the product."

-Dr. Martens chief product and marketing officer Darren Campbell in a recent interview with Marketing Week in which he addressed how the iconic Dr. Martens footwear brand is “engaging consumers beyond the boot.”