Gaps in the market Been overtaken from 3rd place to 4th by skechers in the uk footwear market Unsatisfactory online experience Lack of style and options for Millennials Not enough awareness of collabs & not enough collabs that would attract millennials Not enough engagement on social media platforms
“I prefer to shop online, more choice better deals.”
A survey via google forms that received 75 respondents all of which were Millennials. I used quantitative and qualitative methods and my questions were mainly open ended. 5 interviews with millennials of different ages following on from the survey. These questions were open ended and helped me gain a better insight into consumer behaviour. 5 days’ worth of observations of Skechers and Clarks stores as Skechers is a key competitor which has overtaken Clarks in the UK footwear market.
50.7% of millennials prefer to shop online
of millennials think that engagement on tiktok would benefit clarks the most
32% of millennials say social media influences the way they shop
Shopping online
61%
easy to find discounts
3 Year Marketing Strategy Adidas
Nike
58.7%
70%
good customer service
Stella MCcartney
Fila
1
YEAR
say loyalty schemes and discounts determine where they shop
CO L L A B O R AT I O N S
Consumer Insight
88 % of millennials
Shopping instore
Kendall Jenner
Kurt Geiger
Improving ecommerce Clarks should improve their online presence by improving their website design and social media engagement. Additionally create a resale marketplace.
YEAR
Clarks want to keep their current consumer and attract a new consumer which is millennials who are aged 26-41.
Struggling to attract millennials
YEAR
Clarks currently target women and children, often mothers who are shopping for their children. Additionally older people seeking for comfort and practicality.
Jan - April
Methodology
Target Audience
12 Month Plan
3
2
Improving store - Clarks should improve their store design and create pop up shops in different locations in order to showcase their products.
Collaborations Clarks should focus on collaborations with influencers who appeal to millennials
April - July
Social Selling Rises - Millennials find it more convenient to shop online as there are more options and discounts but like the customer experience of shopping instore. They also seem to be avid users of social media. Therefore for the first few months Clarks should look at introducing exclusive deals and collections online and improving their general ecommerce.
Millennials believe that Clarks’ website is very difficult to navigate. Therefore releasing an app with a loyalty scheme, fit assistants and a style guide would attract a younger target audience. The app should store all of the customers purchases and wishlists and the fit assistant should accurately find the perfect shoe.
July - October
October - December
The Resale Boom - It focuses on the concept of resale and ‘stepping comfortably into fashion’, showing that Clark’s products can be used a reused over and over again due to the strength of the construction of the shoes. Clarks market place should be introduced and promoted on social media, bringing back timeless classics.
Clarks should look at the progression from increased social media engagement and the introduction of collaborations. Clarks are looking to reach a younger audience including millennials and contemporary style seekers below the age of 30 who believe that online shopping will replace instore shopping.
Reach millennials and reattain current consumer by 2025.
Improve ecommerce and instore design including more social media engagement and an app launch. Introduce the concept of Clarks fashion being comfortable, stylish and convienient. Add loyalty scheme and discounts and increase styles and options in store.
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