Clarks may be approaching its 200th anniversary next year, but the footwear giant isn’t harking back to the past – it’s focusing on the new, as it looks to attract new customers through innovative designs and exclusive collaborations.
The team leading this push for the Somerset-headquartered firm has a distinctly international feel. French footwear veteran Olivier Motteau leads the retailer’s European business and comes with spades of experience having led New Balance across Europe. Prior to this, he worked at Reebok and Timberland in his French homeland.
Meanwhile, American Tara McCrae returned to Clarks as chief marketing and digital officer after an 18 month stint at fitness and wellness brand TB12, also holding a decade of experience at sporting retailer Puma.
Founded in Street, Somerset back in 1825, Clarks first began making sheepskin rugs and slippers before transitioning into producing sheepskin-lined shoes.
Today it sells more than 50m pairs of shoes each year.
Throughout its history, the heritage British business has become synonymous with quality footwear, known for its comfort, durability, and stylish designs.
But there have been a range of changes along the way. Back in 2021, private equity firm LionRock Capital Partners acquired Clarks for £100m, and trading has been hit.
Since then, the retailer has undergone a period of transformation in its stores, products and marketing alongside a refreshed website as it dedicated more data and research into finding and targeting its customer groups.
To attract these new shoppers, Clarks has turned to innovative design and exclusive collaborations, all while maintaining its appeal to its loyal “timeless consumers”.
After recently celebrating its first-ever Wallabee Day on 26 April in honour of one of its famous shoe silhouette, Retail Gazette caught up with Matteau and McRae to discuss how exactly the retailer plans to put its best foot forward.
Trading during tough times
It’s no secret that the world of retail has been rocked in recent years with consumer trends changing faster than the weather and global events making life no easier.
Despite the current challenges, McRae is excited for what the future brings.
“Consumers are looking for quality, authenticity and comfort, with brands and products they can trust,” she says. “I don’t think that there’s another brand out there, that really checks all of those boxes.”
She points out that when shoppers are spending their hard earned cash, “they’re going to spend it on something that really excites them”.
McRae says that Clarks’ latest collaborations with Martine Rose and Kith founder Ronnie Feig have “really excited” consumers.
Motteau adds that the durability of Clarks’ shoes have helped the retailer remain an attractive option for a range of shoppers.
“You have a big chunk of the market that have been really used to sneakers, almost all their life and I can tell you, the life expectancy of a pair of sneakers is one and a half, two years max.
“But when you buy a pair of good quality leather shoes, you can hold onto them for much longer,” he explains.
“From a consumer standpoint, it’s quite rational to look and consider brands like Clarks because there are not many where you can truly get the most out of your money.”
In such a fiercely competitive market, McRae believes that Clarks’ positive brand perception has helped it to stand out.
“Shoppers return time and again due to a trust in quality and authenticity.” However, she adds: “It’s only going to be viewed in that way if we continue to deliver on that.”
“We’ve been working heavily on really strong and effective product marketing to educate the consumers.”
Changing shopping trends
With 2024 well underway, McRae says that much like last year, the in-store experience plays a pivotal role for Clarks.
She emphasises the importance of digital in-store “because everything starts there”.
The retailer has been very focused lately on evolving its store experience and shop fit, says McRae.
Clarks opened its first immersive Modern Workshop concept at its Kingston store in December 2022, which featured a contemporary new look showcasing Clarks’ innovation and paid homage to its craftsmanship.
Shoppers can access in-store activations and events, as well as sustainable services such as repair and customisation.
McRae says the modern workshop concept is one the team will be “constantly evolving” as it “brings to life” the retailer’s brand story.
Since opening the new fit out, Clarks has expanded the concept over the last year, opening a Paris flagship and most recently its new Birmingham location. It is in the process of rolling out the modern workshop shop fit across its global portfolio.
It also launched new UK and US ecommerce sites last year as the business “pushes for an elevated journey”, explains McRae.
“We’re going to be continuing to enhance that, to ensure that our consumer can stay connected. However they want to shop, whether it’s social, ecommerce or in store, its vital that they get that full brand experience.”
Powerful collaborations
Clarks has released numerous notable collaborations in recent years, partnering with various designers and artists to create unique collections that keep everyone talking.
It has teamed up with the likes of Wu-Tang Clan, streetwear brand Supreme, singer Jorja Smith, and Jamaican DJ Popcaan. McRae says: “Its so refreshing that people are calling us wanting to do stuff with us.”
“We’re a very authentic brand, so we’ll only work with people that have a shared love for the brand, as we obviously do for our own.
“It’s not a ‘pay to play’. We bring in people that have a passion, a love and respect for the brand and partner with them.”
She calls the past couple of years “a wild ride”, teasing the team is “excited about what we have coming in the second half of 2024 and then, of course, for our 200 year anniversary”.
The popularity of some of its Wallabee collaborations have taken the internet by storm, with the silhouette becoming a hot trend for everyday consumers and influencer alike, despite Clarks introducing the model way back in the 1960s.
To celebrate the popular style, Clarks held its first-ever Wallabee Day this year which will take place every year on 26 April.
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Throughout the month, the retailer will be celebrating through a series of activations, customisations and content releases.
“It’s such an iconic shoe loved by people across the world and has served as a blank canvas to artists, creators and cultures over many generations,” says McRae.
“Wallabee Day allows us to celebrate not just the shoe, but also all of the collaborators who help us reinvent the story, year after year.”
Balancing heritage with innovation
While being a heritage brand holds value, every retailer must innovate and adapt to the current times to ensure survival.
Motteau says that “Clarks has always been at the forefront of innovation”, pointing out a history rooted in innovation, exemplified by its creation and launch of the first-ever casual shoe, the Desert Boot, in 1950.
He explains that this tradition of innovation continues today with the introduction of new designs like the Torhill, which he says “has had very strong global success”.
The retailer launched the new boot model last February in a bid to target Gen Z consumers on TikTok
In recent years, the retailer has used emerging technology to capture consumers attention. Back in 2022 it entered the metaverse, tying up with online gaming platform Roblox. A year later, it returned to the metaverse for a virtual concert with Nigerian superstar Fireboy DML.
McRae says that “Clarks has really been pushing the boundaries with innovation and reinventing itself” as she teases some “exciting projects” coming out later this year.
Growth opportunities
Clarks unveiled a strategic plan late last year, which it is still rolling out, that centres on identifying its target customers and find marketing strategies to effectively engage with them.
Motteau points out that across the many markets that Clarks trades there was “so many different standpoints and visions about the brand”.
“We’re really excited about this year. It’ll be a struggle, another tough year. Anybody who’s not saying that I’d be shocked at.”
McRae teases that there are many things in the pipeline and that she’s hopeful the economy will turn as we head into 2025 and beyond, because “we’re primed to excel”.
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