Clarks is evolving to capture new customer bases through innovation despite nearly 200 years of heritage.
- The retailer is focusing on modern store experiences and collaborations with renowned designers.
- Chief Marketing Officer, Tara McRae, believes quality and authenticity are key to Clarks’ success.
- Olivier Motteau highlights the lasting appeal and durability of Clarks shoes.
- Clarks is leveraging digital advancements to enhance customer engagement globally.
Clarks, approaching its bicentennial, is embracing innovation while keeping its heritage intact. With its roots in Somerset since 1825, the brand has transitioned from sheepskin rugs to renowned footwear, producing over 50 million pairs annually.
In 2021, Clarks was acquired by LionRock Capital Partners, marking a transformational phase involving enhanced store experiences and targeted customer marketing. The company is prioritising innovative designs and collaborations to appeal to both new and loyal customers.
Tara McRae, Clarks’ Chief Marketing and Digital Officer, emphasises the importance of quality and authenticity. She notes the positive response to collaborations with designers like Martine Rose and Ronnie Feig, which have excited consumers and reinforced the brand’s attractive image.
Olivier Motteau, who oversees Clarks’ European operations, stresses the longevity of Clarks shoes compared to sneakers. He suggests this durability makes Clarks a rational choice for consumers seeking long-term value.
Clarks is redefining its in-store experience with the Modern Workshop concept, which integrates craftsmanship with contemporary design and offers services like repair and customisation. This approach is being expanded globally.
The digital experience is another focus, with new ecommerce platforms launched in the UK and US. These efforts ensure that Clarks provides a comprehensive brand experience across all shopping channels.
Clarks has engaged in numerous collaborations with cultural icons, enhancing its appeal. Noteworthy partnerships include those with Wu-Tang Clan and Supreme, further boosting the Wallabee shoe’s popularity.
Innovation remains a cornerstone for Clarks, as highlighted by ventures into the metaverse and global trends like the Torhill boot targeting Generation Z on platforms like TikTok.
Strategically, Clarks aims to identify and engage its core customer base effectively. The leadership acknowledges ongoing economic challenges but remains optimistic about future growth and innovation.
Clarks continues to thrive by balancing its rich heritage with forward-thinking strategies.
