Dr. Martens Consumer products and retail - Siemens PLM Software
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Consumer products and retail
Dr. Martens
Dr. Martens realizes innovation edge with Teamcenter
Product
Teamcenter
Business challenges
Globally dispersed manufac-
turing and supply chain
Proliferation of product data
Inconsistent communication
with suppliers
Diversification into accessories
Keys to success
A single source of data to
support global manufacturing
Real-time communication
of changes
Expert implementation A single source of data helps Growing business brings growing
iconic footwear manufacturer complexity
and consulting
support global manufacturing “A shoe is an incredibly simple-looking
item, which is actually a very complicated
Results
and ensure product quality thing to make,” says Mike Watson-Smith,
Global access to accurate sourcing director at Dr. Martens. Each
Global operations
product data Dr. Martens shoe has dozens of compo-
Dr. Martens shoes and boots were origi- nents, and with different materials,
Reduced time-to-market nally designed for workers, but quickly outsoles, trims, stitching, laces, and a
Increased quality, competitive became a fashion hallmark of youth variety of colors, the product line is quite
advantage and innovation culture, worn by rebels, non-conformists extensive and complex. As the business
and free-thinking individuals of all types has grown, Dr. Martens has branched out
for more than five decades. The company far beyond boots to a broad variety of
began in the late 1950s as the fusion of a footwear and accessories.
family-owned British bootmaking company
with a German innovation: the air-cush- For each new product line, the company
ioned sole. Today, the company manufac- must track information for about 1,000
tures in Europe and Asia, and Dr. Martens stock keeping units (SKUs). As the seasonal
sells its products all over the world. nature of the fashion industry requires
www.siemens.com/teamcenter
“Teamcenter has helped us to
give the factories real-time
communication with all of
the changes that are tracked
internally for Dr. Martens.”
Chris Nash
IT Development Manager
Dr. Martens
continuous innovation, Dr. Martens is details of the last, materials, colors and
constantly reinventing its products in other items. The product development
keeping with trends and customer desires. team then adds details like edge treat-
“We have something like a thousand SKUs ments, thread sizes, buckle finishes, size
live on our system at any one period of ranges and embellishments. The designers
time,” says Watson-Smith. “Because of and product development team work
seasonality, we are actually working on together to determine the styles and color
three seasons at any moment in time. We palettes with which they want to go
can be tracking 2,500 to 3,000 SKUs.” forward.
Managing product development The development team then compiles a
Product development at Dr. Martens complete technical specification for each
begins with the design team putting selected style and color that is used to
together a seasonal trend catalog that produce samples. The samples are the
gives initial direction. Designers then focus of additional meetings, where they
develop sketches of new products with are evaluated to select the final styles for
“ Teamcenter gave us the greatest
possibilities for a product lifecycle system –
the ability to track samples, costing, bills of
materials for the factory. There is a line-
planning module as well, which will help
other parts of the business and integrate
other parts of the business.”
Mike Watson-Smith
Sourcing Director
Dr. Martens
production. Once the product line is “We had various spreadsheets with “Our teams in Asia, for the
approved, the development team must different catalogs of trims and hundreds, first time, will have live
ensure that the specification for each SKU if not thousands, of emails. So, if we were access to data instead of
is 100 percent accurate, then deliver them producing something in a factory, and having to wait eight hours
to the sourcing team, which creates the there was a query, sometimes it could take for someone to come in and
production specification. hours to actually get to the piece of infor- answer a question. Being
mation and figure out what happened.” able to manage our data
The pace and complexity of the design through an IT system and
and development process drives many Dr. Marten’s suppliers had no direct access basically having everything
changes, based not only on style, but to the company’s systems and product in the same place is going to
also on availability of materials and on information. “We were in a situation where be hugely beneficial.”
the processing capabilities of factories. we were basically exporting paper docu-
Nicola Pichel-Juan
Dr. Martens found that the tools and ments to our factories in the Far East,” says
Sourcing Systems Manager
systems they were using were inadequate Chris Nash, IT (information technology)
Dr. Martens
in managing these changes, resulting in development manager at Dr. Martens.
errors and miscommunications. “They could easily pull an old piece of
paper out of the filing cabinet and misread
Multiple sources of information, a specification – pick up version two
disparate systems instead of version six – and mistakes
Like many companies, Dr. Martens relied were made.”
on multiple sources of information, many
forms of communication and disparate A single source of data for global
systems to run the business. “We had data- manufacturing
bases in various places, sample ordering Dr. Martens began searching for a new
systems that were in different places and a system that could improve the accuracy
specification system that was actually just and consistency of product data, stream-
too flexible, with no rules attached to it,” line communication and collaboration, and
says Watson-Smith. improve change management. The aim
was to have all the information in one
Managing change was even more difficult, place – all the relevant product data and
with more complex product information version histories – and to give the people
and a global supply chain. “As our business who use the system the tools they need
started to grow, we opened up to new and the right level of detail.
suppliers, and we realized that when we
sent them out the same information, After an assessment of available systems
either it wasn’t complete or it wasn’t and an in-depth evaluation of two of
consistent,” explains Nicola Pichel-Juan, them, Dr. Martens selected Teamcenter®
sourcing systems manager at Dr. Martens. software from product lifecycle manage-
“Teamcenter is one of the
things that will allow us
to stay relevant, to stay
competitive, because it will
allow us to improve our
speed to market.”
Mike Watson-Smith
Sourcing Director
Dr. Martens
ment (PLM) specialist Siemens PLM “We really wanted something that we
Software to establish a single source of could see the discipline of how it works,
product data to support their global opera- as well as the structure and the process,”
tions. “Teamcenter gave us the greatest says Pichel-Juan. “That was the real thing
possibilities for a product lifecycle system – that attracted us to Teamcenter. We liked
the ability to track samples, costing, bills the engineering background of Siemens
of materials (BOMs) for the factory,” says PLM Software, and we could see the data
Watson-Smith. “There is a line-planning structure quite clearly and how the process
capability as well, which will help other flow worked, which was something that
parts of the business and integrate other we didn’t get from the other solutions that
parts of the business.” we reviewed. ”
“ That was the real thing that attracted us to
Teamcenter. We liked the engineering
background of Siemens PLM Software, and
we could see the data structure quite clearly
and how the process flow worked, which
was something that we didn’t get from the
other solutions that we reviewed. ”
Nicola Pichel-Juan
Sourcing Systems Manager
Dr. Martens
Solutions/Services Expert consulting and
Teamcenter implementation
www.siemens.com/teamcenter For the system implementation,
Dr. Martens relied on the PLM
services of Accenture, a global
Customer’s primary business consulting and systems integration
Dr. Martens is a global brand alliance partner of Siemens PLM
with a rich and diverse Software. Accenture has focused expertise With a single source of accurate product
heritage and a contemporary in rapid deployment of footwear products information, Dr. Martens is streamlining
relevance. Acclaimed for its using Teamcenter and industry-specific communication and collaboration with the
bootmaking innovation, the process knowledge, along with broad global supply chain. “Teamcenter has
company’s deep-rooted links experience in supply chain collaboration, helped us to give the factories real-time
with the working class, music, system configuration and deployment. communication with all of the changes
sub-cultures and self-expres- that are tracked internally for Dr. Martens,”
sion have kept the brand at “Accenture has experience in installing says Nash. This capability will enable Dr.
the forefront of youth culture and configuring the software and putting Martens to answer questions and establish
for over 50 years. it into other companies,” says Pichel-Juan. key performance indicators for its suppli-
www.drmartens.com “They have an understanding of how the ers. The result is improved product quality
implementation process needed to work and lower costs.
and they’ve acted as consultants as to
Customer location what the best practice is.” Watson-Smith “We’re going to have visibility into data
Wollaston, Northamptonshire reiterates the value of Accenture’s consult- wherever we are in the world,” says
United Kingdom ing: “Accenture has been brilliant. There Pichel-Juan. “Our teams in Asia, for the
has been a voyage of discovery along first time, will have live access to data
the way, and they’ve been patient. They instead of having to wait eight hours for
Partner have been quick to respond, and very someone to come in and answer a ques-
Accenture professional.” tion. Being able to manage our data
through an IT system and basically having
Better communication and collaboration everything in the same place is going to be
The implementation of Teamcenter at hugely beneficial.”
Dr. Martens is helping the business in
many ways. For product specification, the “Teamcenter will up our competitiveness
company now has better definition and in terms of lead time and in terms of being
more accurate data, with a level of detail able to innovate,” says Watson-Smith.
that tracks each component and links it “Teamcenter is one of the things that will
with suppliers. “Already we’ve seen an allow us to stay relevant, to stay competi-
improvement on the information value, tive, because it will allow us to improve
like the base information that comes to us our speed to market.”
for us to start building specs,” says Louise
Bosworth, senior development manager
at Dr. Martens. “That, straightaway, is a
time saving.”
Siemens PLM Software
Americas +1 314 264 8499 © 2015 Siemens Product Lifecycle Management Software Inc. Siemens and the Siemens logo are registered trademarks of
Europe +44 (0) 1276 413200 Siemens AG. D-Cubed, Femap, Fibersim, Geolus, GO PLM, I-deas, JT, NX, Parasolid, Solid Edge, Syncrofit, Teamcenter and
Tecnomatix are trademarks or registered trademarks of Siemens Product Lifecycle Management Software Inc. or its
Asia-Pacific +852 2230 3308
subsidiaries in the United States and in other countries. All other logos, trademarks, registered trademarks or service marks
belong to their respective holders.
www.siemens.com/plm 45218-Z6 5/15 C
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