Clarks is focusing on innovation to attract new customers while maintaining their heritage appeal.
- The business has seen significant transformations after being acquired by private equity firm LionRock Capital Partners.
- Key leaders like Olivier Motteau and Tara McRae bring vast experience to drive Clarks’ growth and modernisation efforts.
- New collaborations and designs have excited consumers, with Clarks introducing unique collections and leveraging technology.
- Clarks continues to evolve its in-store and online experiences to maintain consumer engagement.
Founded in Somerset in 1825, Clarks has grown from making sheepskin rugs and slippers to selling over 50 million pairs of shoes annually. Known for comfort and durability, the brand has continuously evolved its strategy to stay relevant. In 2021, LionRock Capital acquired Clarks, injecting new strategies and focusing on innovative designs to attract new shoppers while staying true to their loyal customer base.
Tara McRae, the chief marketing and digital officer, highlights Clarks’ focus on quality, authenticity, and comfort. Collaborations with designers like Martine Rose and partnerships such as with Kith have sparked consumer excitement. Olivier Motteau emphasises the value of durable leather shoes compared to short-lived sneakers, noting the rational choice consumers make when investing in Clarks for long-lasting quality.
Emphasising the role of the in-store experience, McRae introduced the Modern Workshop concept, blending innovation with craftsmanship. This concept is being rolled out globally, enhancing the consumer journey both in-store and online. Alongside evolving store designs, Clarks has launched new ecommerce sites in the UK and US to offer a cohesive shopping experience.
Clarks’ collaborations with artists and designers have been significant, bringing a fresh perspective while honouring the brand’s history. Amaong these, collaborations for the Wallabee shoe have become trendy, showing the design’s lasting appeal since the 1960s. Initiatives like Wallabee Day highlight Clarks’ blend of tradition with modern cultural trends.
Innovation remains central, with the brand’s history marked by creations like the Desert Boot in 1950 continuing through to models like the Torhill. Clarks explores combinations of heritage and modern design, targeting younger audiences through platforms like TikTok. Ventures into virtual realms with platforms like Roblox demonstrate Clarks’ commitment to embracing new technology.
Clarks’ strategic plan focuses on identifying target audiences and refining marketing across markets. Motteau and McRae express optimism for 2024, noting the company’s readiness amidst economic challenges as they continue to seek a deeper understanding of consumer needs, aiming to maintain brand trust and engagement.
Clarks remains steadfast in blending heritage and innovation, ensuring its continued relevance in the competitive footwear market.
