We’re still crazy for our Clarks

The brand famous for its sensible shoes is reaching out to a younger, hip consumer, says Karen Dacre
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2 November 2018

The capital’s shoe shoppers used to approach a branch of Clarks as they might a Posh Cheddar and Pickle baguette from Pret: with a firm knowledge of what to expect. After all, it’s never been a fashion destination known for sartorial surprises. Rather, it’s been an institution that dependably delivers Desert Boots and Wallabies to one part of the population, while trying to woo the other with less invigorating alternatives.

“Clarks has always seemed like a bit of an enigma to me,” says Ian Wright, fashion director at Draper’s Record. “I find it rather schizophrenic, as it pursues a new customer while being afraid to lose the old — never the twain shall the two contrasting areas of the business meet.”

Port magazine’s online editor David Hellqvist found an equally polarised offering in store, noting that while Clarks is undoubtedly popular for its no-nonsense shoes, it’s the cult Desert Boots and deep association with British subculture that attracts most interest. “Clarks are timeless and part of pop culture history,” says Hellqvist, citing the brand’s longstanding relationship with Northern Soul music — and latterly in Kingston, Jamaica, hip-hop. These days, Clarks has more to offer. The chain — which was founded in Somerset in 1825 by brothers Cyrus and James Clark — has grown savvy to the benefits of showboating its Anglo-Saxon roots in order to capture the attention of a more youthful customer.

The result has been several successful collaborations — for both men and women — with fellow Brit brands. These include producing designs with the achingly cool YMC and Eley Kishimoto.

“A lot of effort has gone into attracting a more style-conscious customer,” says journalist Mark Palmer, who recently published Made to Last, a book that charts the history of Clarks as Britain’s best known shoe firm. “I think people trust the brand; the fact that it is British and privately owned, not part of some dreadful corporate portfolio.”

Dan Hasby-Oliver, Global Men’s Trends Analyst for the chain, is determined to convince customers of Clarks’ broadening remit. This is true not just where collaborations with other brands are concerned but as a fashion destination in its own right. From brogues to oxfords and perfectly formed loafers, the store has bridged the gap between sensible shoes and subculture.

“Clarks mainline now speaks to a wider audience,” he says, convinced of the brand’s ability to deliver shoes to a menswear customer that spends his cash on £300 brogues from Grenson or Church’s.

“I worked to identify key colours and materials so Clarks has both the style and the substance to compete,” says Hasby-Oliver, who believes it is Clarks’ ability to offer authenticity, heritage and quality that puts it miles ahead of the rest of the high street.

“Customers may have preconceived ideas of what Clarks is about,” he adds, “but we have a great story to tell, and we are just beginning to tell it.“

Clarks: Made to Last, by Mark Palmer, is out now.

Click here for Clarks discount codes

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