British footwear and accessories brand, Dr. Martens, has partnered with visual commerce platform, StoryStream, leveraging User Generated Content (UGC) to enhance product discovery and style inspiration.

The move will bring together the brand’s own content as well as authentic storytelling from Dr. Martens’ customers via UGC into shoppable journeys. These will offer customers online style inspiration and seamless product discovery within digital buying journeys.

Partnering with StoryStream, the footwear brand has launched new galleries on its Homepage, Product Description Pages (PDPs) and Inspiration pages in 11 markets, including the UK, U.S. and key territories within Europe and the Nordics.

In a reel on Instagram, StoryStream said that “the galleries turn authentic customer stories and cultural moments from social into an immersive on-site experience that feels as inspiring as the Dr. Martens community itself.”

Customer-centricity remains a focus as Dr. Martens makes headway on its turnaround plans, with CEO Ije Nwokorie telling City AM in August that it aims to transition “from a channel-first to a consumer-first mindset” as well as “optimising brand reach.”

Earlier this month, Dr. Martens announced international expansion to new strategic growth markets, including the UAE and Latin America.

Agreeing a distribution deal with Beside Group, it will enter the UAE for the first time, initially via wholesale before expanding into branded stores. It has also partnered with Crosby, a specialist LATAM distributor, to increase reach into Mexico, Argentina. Paraguay and Chile via owned stores and wholesale partners.