Clarks Brand Strategy (1)

发布时间:2023-1-19 | 杂志分类:其他
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Clarks Brand Strategy (1)

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Clarks Brand Strategy (1)
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第1页

Unit 6: Strategy & Identity

Acquisition & Reposition

A presentation by the ClarkersTM Yuhan Zheng, Sakshi Bajoria, See Wing Chun, Timothy Huckle

第2页

Why Clarks?

Classic UK

Highstreet

brand

British

brand

legacy

Nostalgia Slow

fashion Trustworthy

第3页

What are the problems?

Shoes that are

bought FOR

you, not by

you.

Mixed

messages in

campaigns.

Where to exist

in a modern

hyper

individualised

consumer

culture.

第4页

About Clarks

Established in 1825- it became a major

footwear brand in the 1970s

During the 80s, lots of money was poured into

advertising and rebranding its shops.

Through to the 90s, signature shoes- the

‘Wallabies’ and ‘desert boot’ became a

prominent in pop culture.

70s

80s

90s

第5页

Emphasis on...

- Quality

- Knowledge

- ‘Well adjusted, fits in’

- Sage archetype

Traditional messaging

Sage & Everyman

第6页

Modern messaging

Justice and individuality

(Hero)

Innocent and conservative

(Everyman)

Stylish and cool

(Mastery)

第7页

Brand character Target audience

第8页

Social media

Instagram Tik Tok

第9页

Online brand perception

Mums.net (mature audiences/parents) Social media comments (young audiences)

第10页

POP & POD

第11页

Other brands archetypes

第12页

Where Clarks sits now...

第13页

We believe it should be here...

第14页

Brand Archetype

Hero

Sage

Everyman

Sage

NOW

FUTURE

- Knowledge and truth

- Collecting information and relentlessly pursuing the

truth.

- By gathering reliable, factual information and sharing

it with others, we can make the world a better place.

第15页

New brand statement

Shoes that are made with generations of knowledge. With the goal of

perfecting Styles that transcend time, and ages.

With Clarks you will get confidence. Not just in the shoe’s quality and comfort,

but in yourself.

Focusing on the process and craft- with an emphasis on materials, the quality of

the make, and how the shoes are inherently sustainable.

第16页

Brand keywords :sage

第17页

Activation: Stores

Process along side product More dynamic/ engaging displays

第18页

Booklet

第19页

Social media

第20页

App

Virtual customer care:

An in-built feature on the Clarks app to

measure customers’ shoe sizes virtually

and ease the process of buying the

product.

Virtual try-on:

This AR feature would result in customers being

less likely to return items, also creating a fun

experience for them to share with people.

第21页

Website

第22页

Thanks for listening

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