Every number in MartensOS has provenance. This page documents what we measure, how we measure it, and exactly where the data comes from.
Every data point in MartensOS is tagged with one of four provenance classifications:
| Tag | Meaning | Example |
|---|---|---|
| REPORTED | Taken directly from public company filings — 10-K, 20-F, UK Annual Reports, LSE disclosures. No interpretation applied. | Dr. Martens FY2025 revenue £787.6M, from LSE:DOCS FY2025 Annual Report |
| SCRAPED | Collected from public web sources (Trustpilot, Google, Reddit). Timestamp noted. Subject to change with live sites. | Trustpilot TrustScore 2.2/5 for Dr. Martens, scraped Mar 2026 |
| CALCULATED | Derived mathematically from two or more REPORTED or SCRAPED values. Formula documented below. | Aspiration Gap = (brand_heat / avg_heat) / (hard_metrics / avg_hard) |
| ESTIMATED | Derived from partial disclosure, industry proxies, or analyst consensus. Labelled where used. | Vans FY2025 revenue ~$2,100M estimated from Q1–Q3 VFC quarterly data |
| UNAVAILABLE | Genuinely not publicly available. Private company with no disclosed financials. | Red Wing Shoe Co. DTC split — private company, no filing |
The Desirability Score is a 0–100 composite index for 9 heritage footwear brands across 6 half-year periods (H1 FY2023 through H2 FY2025). It was designed to surface brand health signals that lag in traditional financial reporting.
Relative search interest for the brand name keyword on Google Trends, normalised within the 9-brand competitive set (highest brand/period = 100 anchor). Seasonal effects are preserved — UGG peaks in H2 (winter), Birkenstock peaks in H1 (summer + Barbie cultural moment in H1-FY24 = 100 anchor).
Three-source sentiment composite: Trustpilot TrustScore (40%), Google product review average (30%), Reddit net-positive sentiment % from r/BuyItForLife, r/Boots, and brand subreddits (30%). Trustpilot reflects e-commerce and customer service experience; Reddit captures genuine product quality and brand love.
Brand organic search volume index, normalised within the competitive set. Derived from Google Trends absolute interest level plus SimilarWeb published monthly unique visitor estimates. Seasonal effects preserved. Measures whether consumers are actively seeking the brand, independent of brand heat trends.
For public companies: DTC mix, revenue growth rate, and gross margin converted to 0–100 sub-scores and weighted 40/30/30. For private companies (Red Wing, Blundstone): industry proxies used; individual components marked UNAVAILABLE.
(brand_heat / avg_heat_in_period) / (hard_metrics / avg_hard_in_period). Values >1.0 mean consumers want the brand more than they own it — healthy scarcity. Values <1.0 suggest oversaturation or declining desire. CALCULATED
| Brand | Trustpilot Score | Review Volume | Reddit Sentiment | Source URL |
|---|---|---|---|---|
| Dr. Martens | 2.2 / 5 | 5,162 reviews | 45% positive | trustpilot.com/review/www.drmartens.com |
| Birkenstock | 1.7 / 5 | 2,322 reviews | 80% positive | trustpilot.com/review/birkenstock.com |
| UGG | 4.0 / 5 | 15,081 reviews | 65% positive | trustpilot.com/review/ugg.com |
| Timberland | 2.5 / 5 | 1,037 reviews | 55% positive | trustpilot.com/review/www.timberland.com |
| Red Wing | 4.5 / 5 | ~60 reviews | 88% positive | trustpilot.com (low volume; Reddit primary) |
| Vans | 1.8 / 5 | 1,030 reviews | 35% positive | trustpilot.com/review/www.vans.com |
| Blundstone | 3.0 / 5 | ~260 reviews | 75% positive | blundstone.co.uk + blundstone.com (composite) |
| Converse | 2.0 / 5 | 1,425 reviews | 40% positive | trustpilot.com/review/www.converse.com |
| Clarks | 4.0 / 5 | 53,946 reviews | 55% positive | trustpilot.com/review/clarks.com |
Reddit sentiment sourced from r/BuyItForLife, r/Boots, and brand-specific subreddits. Net-positive defined as ratio of upvoted positive mentions to total brand mentions.
All financial data in the Board Intelligence dashboard comes directly from Dr. Martens public filings. No estimates. Period convention uses Dr. Martens fiscal year (ends March 31): H1 = Apr–Sep, H2 = Oct–Mar.
| KPI | Tag | Source |
|---|---|---|
| Group Revenue | REPORTED | Dr. Martens Annual Reports FY2023–FY2025 (LSE:DOCS). FY23: £1,000.3M | FY24: £877.1M | FY25: £787.6M. H-period split from interim filings and management commentary. Source: drmartensplc.com/investors/financial-highlights/ |
| DTC Mix % | REPORTED / CALCULATED | H1 FY24: 50% DTC reported explicitly. FY25 full year: ~58% DTC. Other H-periods derived from EMEA/Americas/APAC regional disclosures and channel breakdown in annual investor presentations. |
| Gross Margin % | REPORTED | FY2024: 65.5% gross margin (reported). FY2025: 64.9% gross margin (reported). H-period allocation derived proportionally from disclosed full-year figures and interim cost structure. |
| EBITDA Margin % | REPORTED / CALCULATED | Full-year EBIT reported in Annual Reports: FY23: 17.6%, FY24: 13.9%, FY25: 4.7%. EBITDA margin derived by adding back D&A from operating metrics. H-period split derived proportionally. |
| Revenue by Region | REPORTED | EMEA, Americas, and APAC revenue reported separately in Dr. Martens Annual Reports for each fiscal year. Regional performance detailed in segment reporting. |
Hard Metrics scores for competitor brands are sourced from their respective public filings. Fiscal year end dates differ across brands — this is important when comparing periods.
| Brand / Parent | Ticker | FY End | Filing Type | Data Type |
|---|---|---|---|---|
| Dr. Martens | LSE: DOCS | March 31 | UK Annual Report | REPORTED |
| Birkenstock Holding | NYSE: BIRK | September 30 | SEC Form 20-F | REPORTED |
| UGG / Deckers Outdoor | NYSE: DECK | March 31 | SEC Form 10-K | REPORTED |
| Vans / VF Corporation | NYSE: VFC | Late March | SEC Form 10-K + Quarterly | REPORTED / ESTIMATED |
| Timberland / VF Corporation | NYSE: VFC | Late March | SEC Form 10-K + Quarterly | REPORTED / ESTIMATED |
| Converse / Nike | NYSE: NKE | May 31 | SEC Form 10-K | REPORTED |
| Clarks / CJC (No1) Ltd | Private (UK) | January 31 | UK Companies House | REPORTED |
| Red Wing Shoe Co. | Private (US) | Unknown | None (private) | UNAVAILABLE |
| Blundstone | Private (AU) | Unknown | None (private) | UNAVAILABLE |
For private companies (Red Wing, Blundstone), Hard Metrics scores are CALCULATED from industry proxies including Zippia revenue estimates, retail channel density, and brand distribution patterns. Components are individually marked UNAVAILABLE in score breakdown.
The competitive intelligence feed in the Financial Dashboard aggregates strategic signals about Dr. Martens and its peer brands from industry and financial media.
| Category | Sources |
|---|---|
| Financial performance | LSE disclosure filings, SEC EDGAR press releases, IR websites (birkenstock-holding.com, ir.deckers.com, investors.nike.com, vfc.com) |
| Industry news | WWD (Women's Wear Daily), Footwear News, Drapers, Business of Fashion, FashionNetwork |
| Market data | Euromonitor Passport (footwear market share), Statista industry reports, FDRA (Footwear Distributors and Retailers of America) |
| Retail signals | Stockist channel analysis, Google Shopping data, brand distribution monitoring |
| Data Layer | Last Updated | Refresh Trigger |
|---|---|---|
| Trustpilot scores & review volumes | Mar 27, 2026 | Manual scrape — quarterly cadence planned |
| Reddit sentiment | Mar 2026 | Manual analysis — quarterly cadence planned |
| Google Trends index | Mar 2026 | Monthly automated pull |
| Dr. Martens financial data | FY2025 (full year) | Updated on each annual report publication |
| Competitor public filings | FY2025 (latest available) | Updated on each company's annual filing |
| Competitive intelligence feed | Ongoing, 2024–2026 | Autonomous weekly monitoring |