How are your shoes? You know your shoes? Your shoes say a lot about you, don't they?
I bet you think you know all you need to know about Clarks Shoes. At least, Clarks are safe, measured, reliable, sturdy, boring...
Here's the heritage of Clarks Shoes.
Nowadays, Clarks are for kids & old people.
Clarks are a hang-over from the time when shoes were a necessity - rather than a fashion statement?
OK - the photos have given the story away.
Clarks are not dead.
They intend to live on. Somewhere in the Clarks ecosystem is a person with vision (or else a board that's too scared to stick with conservatism).
The evidence is to found in a shop in Dublin - not in Cork. You can't buy the Orla Kiely range for Clarks anywhere in Ireland except Dublin. Scarcity marketing eh?
It's mind-blowing. Completely transforms the image of Clarks. Until now no self-respecting woman would have desired a pair a Clarks shoes.
That's how important great designers are.
Design is the language of branding. If you want to say to the outside world (customers, staff & wider community) - we've changed - we're relevant - we're right for you again - don't say it with words alone.
The formula for success
1. Re-invent your brand so it disrupts the status quo & becomes meaningful to people, again
2. Hire a great designer to activate your intentions - bring your vision to life with knobs on.
PS I have no idea whether
- Clarks have left it too late?
- there are enough allies for change within the company?
- the competition for the heart of your feet is too strong?
Only you decide that. Customers rule the roost.
What I do know - the status quo was not sustainable. Big change or die...