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16 . 06 . 17

Frumpy to fashionable: Clarks’ effortless style revolution

Words by: Print Power
How the shoe retailer turned to magazine brands for an image overhaul

The power of print at a glance

  • Awareness was raised, with consumers 41% more likely to remember seeing Clarks advertising after the campaign
  • Three in five said the campaign made them feel more positively about Clarks
  • The campaign’s success also translated into sales, with Clarks going from the second most purchased shoe brand to number one
  • Shorlisted for best integrated campaign for the PPA Awards 2014 

Concerned that people regarded Clarks as frumpy, the shoe chain wanted to change this perception to stylish, targeting a female audience who want their footwear to be both fashionable and comfortable. But while they wanted to build aspiration and desirability, Clarks also wanted to retain their existing customers, ensuring consistent brand behaviour and experience.

The brand turned to Time Inc UK, the publishers of Look, Marie Claire and InStyle, who created a fully-immersive campaign with a focus on ‘effortless style’.

As well as a virtual square featuring eight online stores, including the Marie Claire Beauty Room and a Clarks boutique, each title ran three spreads and an advertorial in their print editions, showing real-life consumers shopping in key cities across the UK.

Combined with areas in key Clarks stores styled by editorial teams, plus a style academy held at Clarks’ HQ in Somerset, the multiplatform campaign was a huge success.