Clarks needed to attract a newer audience and reconnect with consumers who felt the brand was all about comfort or kids and no longer relevant to them. And they needed to do it across their global markets.
We helped Clarks achieve a far deeper understanding of their consumers, creating a detailed set of consumer profiles. Then, by uncovering the brand's 'hidden' truths and redefining the brand’s personality, it allowed the Clarks team to connect with specific target audiences (rather than everyone!) globally - from the UK, to Europe, the US and even China!
We have permanently changed Clarks’ reputation from just comfort, to “stylish shoes, that are also comfortable to wear”.
Our work has revolutionised everything about the brand, right down to the shoes’ design details – providing that elusive emotional connection with consumers, whatever the market.