Unit 6: Strategy & Identity

Acquisition & Reposition

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

Why Clarks?

Classic UK

Highstreet

brand

British

brand

legacy

Nostalgia Slow

fashion Trustworthy

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.

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

Emphasis on...

- Quality

- Knowledge

- ‘Well adjusted, fits in’

- Sage archetype

Traditional messaging

Sage & Everyman

Modern messaging

Justice and individuality

(Hero)

Innocent and conservative

(Everyman)

Stylish and cool

(Mastery)

Brand character Target audience

Social media

Instagram Tik Tok

Online brand perception

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

POP & POD

Other brands archetypes

Where Clarks sits now...

We believe it should be here...

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.

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.

Brand keywords :sage

Activation: Stores

Process along side product More dynamic/ engaging displays

Booklet

Social media

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.

Website

Thanks for listening