Clarks Report by aaliarubybaloch

Aalia Baloch N1001587 Word Count: 3813

MARKETING STRATEGY AND INSIGHT REPORT

Ethics Clause I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project.

CONTENTS 06

Introduction

Methodology

Brand Clarks Vision Overview & USP

Clarks Mission

Brand Performance

Global Trends Competitor Current Target Analysis Audience

New Target Consumer Audience Segmentation

Consumer Insight

Marketing Strategies

3 Year Plan

References

Bibliography

Appendix

44 Image References

Indicative Comms Plan Timeline

26 PESTLE Analysis

42 Conclusion

Introduction It has been identified that Clarks are delivering an unsatisfactory direct to consumer experience, specifically relating to the weakness of their ecommerce and dated store design. This report will present research findings suggesting ways to improve this experience derived from the consumer insight. It will showcase a full in-depth overview of the market and the existing and new target audience, considering current macro trends and rising competitors. This will be followed by a 3-year plan and consumer attitudes towards Clarks will be embedded in a detailed 12-month plan. The report will conclude with business recommendations to enable Clarks to reach their brand goals, and reshape the brand into an innovative, socially aware, contemporary brand within the UK footwear industry.

Methodology SECONDARY RESEARCH Secondary research was extracted from LS:N Global, Google Scholar, Euromonitor Passport and Mintel, in addition to information provided directly from Clarks about their brand. This was useful for accurately providing relevant information to back up the primary research.

SURVEYS

INTERVIEWS

A survey was conducted which received seventy-six respondents all of which were Millennials aged 2641 (see appendix, pg 58). The survey, made through google forms, was distributed to specific Millennial group chats and across social media to collect a particular sample, and anyone outside of this category were requested to exit the survey to avoid receiving answers from the wrong age group. The survey used quantitative and qualitative methods and both open and close-ended questions to understand consumer attitudes towards online and instore purchasing. A limitation through the survey was the sample size (J. Cornell, 2022) as it is difficult to find a small, select group of individuals to fill out a number of questions within a survey.

Four millennials from different age groups were interviewed following on from the survey (see appendix, pg 62). The questions were open ended and helped to gain a better insight into consumer behaviour and questions were in depth closed-ended questions allowing a deeper understanding of specific consumer attitudes, taking account for their personal circumstances i.e., occupation. An advantage of this method is the ability for the interviewee to respond spontaneously without having time to reflect (R. Opdenakker, 2006).

ETHNOGRAPHY Five days’ worth of observations of Skechers and Clarks were carried out (see appendix, pg 54), as Skechers is a key competitor who have overtaken Clarks in the UK footwear market. This was carried out to understand the difference in the target audiences and popularity of instore shopping over a 20 minute period on different days. A limitation to this method is the period of time it takes to carry out observations (M. Khan, 2018), and the method will never be fully accurate unless conducted over an extremely long period of time.

Brand Overview Clarks is a quintessentially British footwear brand which was established in 1825 in Somerset, founded by two brothers C & J Clark (Clarks, 2021). Clarks is accessible in over 35 countries and the brand has been labelled as the second biggest nonsports footwear brand globally. They have created more than 22,000 styles over the years and use innovative techniques such as 3D printing to create high quality, comfortable footwear.

Clarks USP Clarks USP comes from the quality of their shoes as a result of the high quality materials used to construct their products including Gore-Tex and C Shell (Clarks, 2021). Additionally, the brand offers extremely good customer service instore, attracting many customers worldwide which they wish to replicate within their e-commerce in order to reach a younger target audience. Clarks is regarded as ‘retailer that offers good customer service and a great online proposition’ (Mintel, 2017), creating a solid foundation for customer loyalty towards the brand.

C L A R K S

To retain consumers and to attract new consumers to the brand through the core competency

EVERY MOVE MATTERS.

To deliver a DTC experience that targets a younger consumer.

V I S I O N

To transform Clarks into an agile, digitally, and socially innovative brand.

FIT FOR THE FUTURE. 12

Macro Trends The resale boom – This is a trend popular amongst younger and growing generations. Apps such as Depop and Vinted are extremely upcoming popular platforms reinforcing the concept of secondhand purchasing. The resale market was reported by $11 billion over the course of three years (Abtan et al. 2019). Clarks would definitely benefit from connecting to these platforms or even creating their own in app concept, emphasising the durability of the brands products so much so that they can be resold in almost perfect condition. Social selling rises – primary research shows that 51.3% millennials prefer to shop online (see appendix, pg 58), so there is a huge opportunity here for Clarks to improve their ecommerce.

Micro Trends Open-door HQs – This micro trend allows consumers to view the brand from a different perspective through storytelling allowing people to explore the HQs. Data from Shopify suggests that 32% of consumers are likely to engage with this trend. This concept is somewhat similar to popup shops and therefore creates a business opportunity for Clarks to bring pop-up shops to different destinations to engage with their target and new consumers (Poile and Bishop, 2022).

Competitor Analysis Luxury Clarks is the leading British footwear brand competing in the footwear industry with brands such as Kurt Geiger, Office and Skechers (Mintel, 2021). In terms of company shares Clarks have decreased by 8.0% in 2021, with Nike and Adidas still taking the places of the leading footwear brands within the UK (Passport, 2022).

Practical

Fashionable

Affordable

Clarks have been overtaken by Skechers in the UK footwear market. Skechers offers casual and activewear for men, women and children with a well-developed ecommerce and hundreds of stores globally (Skechers, 2019). Skechers is most similar to Clarks in terms of target audience and their USP. Both Clarks and Skechers put comfort at the heart of their brand, continually developing new materials and innovative technologies. Clarks takes a competitor advantage when it comes to trust and loyalty as the brand was established in 1825 in the UK, they have already built a large customer loyalty base and can develop from here onwards. Skechers however is a brand established in the US in 1992 (Skechers, 2019), the brand gained an estimated revenue of £181,046 in 2020, compared to Clarks with an estimated revenue of £320,219 (Mintel, 2021). Another competitor in close relation to Clarks is Hotter, as they share an extremely similar target audience to Clarks. Hotter places comfort at the centre of their selling point as they have been continuing to develop new technologies for over 60 years (Hotter, 2022). The brand has recently opened up a pop-up shop in Manchester attracting a range of consumers from all demographics, allowing them to accurately measure their feet through a 3D scanner. Clarks must stay on top of trends such as pop-ups to continue to maintain competitor advantage and remain at the top of the UK footwear market.

Current Target Audience Research shows the average demographic for customers physically entering Clarks stores is typically women between the ages of 40-45. This is Clarks most popular demographic due to their expansive women’s range but additionally the inclusivity of children’s footwear. It was typically observed that women were coming in with their children or often shopping in the children’s sections in addition to other departments within the store or women entering the store with their partners but very little attraction of younger generations. A source shows that ‘double the percentage of 16-24-year-olds perceives Clarks as boring in comparison to 55+ year-olds’ (Mintel, 2018) and with the development of the metaverse, in-store shopping may no longer appeal to gen Z. Secondary research highlights that Clarks sees a ‘higher usage amongst females’ (Dover S, 2017), however they have seen a 5% increase amongst male millennials and a decline amongst males who are 65+. Unlike Skechers who have a much younger target audience ranging between the ages of 30-35 shown from observational research.

PESTLE Analysis

Political Clarks currently sell in 35 countries and each country has different policies and ethics which Clarks must abide to which can take a lot of work and money. Additionally, Brexit is increasing prices and making importation more difficult, so Clarks may struggle with maintaining the use of high-quality materials and importing goods from abroad.

Economic The economy is currently poor which has resulted in less disposable income. The cost-of-living crisis may also prevent people from shopping at places such as Clarks which they believe have high prices and opt from competitors with lower prices and discounts.

Social Shopping has become a vastly online process for speed and ease etc. which is unlike Clarks instore shopping experience. How can Clarks still achieve this great shopping experience and customer service online. Post covid-19 trends such as athleisure and casualwear have increased, meaning the demand for shoes which brands like Clarks sell has decreased and millennials opt for competitors such as Nike or Office.

Technology Fitting assistant etc is becoming more popular online. How can Clarks still achieve ‘The Perfect Fit’ online? With an increase in online selling Clarks need to find a way to replicate their excellent instore service online.

Legal Environment Franchise stores can pose a threat as they cannot be controlled by Clarks.

Many consumers now are vegan and prefer shoes that don’t use animals. Many competitors have created vegan leather lines. Millennials are very focused on sustainability more specifically resale, which Clarks don’t currently implement within their brand.

82.9%

Consumer Insight When it comes to purchasing items, primary research suggests that 50.7% of millennials prefer to shop online as there is ‘more choice and better deals.’ Interviews indicate that shopping online is less hassle as often millennials don’t have time for going shopping instore. However, they enjoy the experience of shopping instore and particularly the customer service. The physical store appeals to some, but research from a survey shows that 82.9% of millennials believe that eventually as the metaverse develops, online shopping will replace their decision to shop in store (see appendix, pg 61). Moreover, many millennials prefer to try shoes on before purchasing them, and with excellent customer service this puts Clarks at an advantageous position within the footwear market. When it comes to instore shopping, store design is extremely important to millennials and the experience of being able to try out the shoes before purchasing seems to be extremely important. In an interview a millennials states, “I prefer to shop for shoes in store so I can try them on, walk around in them etc. For everything else, I like to shop online.” To enable both online and instore experiences to become seamless, Clarks need to entice people into the store through improving the range of styles which appeal to millennials, additionally finding a way to allow customers to test out products in diverse ways and improving the general lighting and design of the store. More than 88% of millennials claim that discounts and loyalty schemes determine where they shop. In an interview the millennial states, “The biggest would be a loyalty scheme or free delivery. This would encourage me more to shop online than go in store.” The cost of living crisis has become extremely impactful, especially amongst millennials as it is them who will be affected in the long term. Consequently, through introducing a loyalty scheme and discounts and improving their ecommerce, millennials may be more inclined to shop at Clarks, and gradually the brand will adopt more awareness.

of millennials say shopping online will eventually replace their decision to shop instore (See appendix, pg 61)

86.8%

of millennials say loyalty schemes and discounts determine where they shop (See appendix, pg 61)

51.3% of

millennials prefer to shop online

28 (See appendix, pg 58)

YEAR

OPTIMISING SALES THROUGH THE IMPROVEMENT OF CLARKS ECOMMERCE

Clarks should begin their redevelopment by replatforming their website as it has been described as ‘cluttered’. A brand’s website is extremely important particularly with social selling rising, the customer journey should be seamless, and they should be able to conveniently locate items and purchase them. Millennials claim that free delivery, free returns, and discount codes are all things that they look for when online shopping, therefore Clarks should consider implementing these strategies into their website.

It is vital that in this year Clarks utilise their social media platforms to full potential as the majority of consumers are active on social media. Clarks could focus on collaborating with popular influencers but additionally make sure consumers are aware of these collabs by promoting them on their social media. Many claim they are not aware of any popular collaborations amongst Clarks; therefore, Clarks need to focus on more appealing collaborations for this generation.

YEAR

ATTRACTING A NEW CONTEMPORARY CONSUMER THROUGH INCREASED SOCIAL MEDIA ENGAGEMENT AND MORE APPEALING COLLABORATIONS

YEAR

CREATING A SEAMLESS AND ENJOYABLE INSTORE EXPERIENCE TO SUIT BOTH THE CURRENT TIMELESS STYLE SEEKER AND NEW CONTEMPORARY STYLE SEEKER

Although the online experience is extremely important, this attracts younger generations, and it is possible that it may alienate other consumer. Clarks are currently popular amongst children and older generations, furthermore Clarks must find neutral designs for their store to maintain this consumers loyalty. This could focus on different lighting, music, or clear sections within the store, with Clarks high quality customer service in addition to the physical attributes to avoid alienating certain consumers.

Soc

38 eve nt tra ck

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July - September

39 res s

Pro g

April - June

Lau

dia en Co gag llab em ora en tio t ns

Ap pL aun ch cod es ins tor e

January - March

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pro ve e-c In c om rea me s rce int e we era b ctiv site ity

Indicative Timeline

October - December

Comms Plan January – March

July – September

Clarks should focus on creating more appealing designs for their website, through using neutral tones that stand out and make sure that the text on the website is minimalistic and to the point which would be beneficial to any audience. On the front of the page there should be a student discount offering students the opportunity to purchase footwear at a lower price when they sign up. This way consumers can be notified when products launch that appeal to them or if there are exclusive deals as this is something younger consumers look for when shopping online. Primary research confirms that millennials feel as though Clarks doesn’t have many styles which appeal to them, therefore Clarks should create a quiz into their website as interactivity is extremely engaging and intriguing. This quiz will be beneficial to wider audiences as it will find a style of Clarks shoe which would most attract the consumer.

It is vital that Clarks use their social media platforms to engage with consumers to bring brand awareness and stay on trend. Clarks should focus on collaborations relevant to younger consumers to attract them to the brand. Clarks will build collections with both Amber Rose Gill and Millie Grace Court who rose to fame after being on Love Island. Amber has 2.6 million followers on Instagram, and she has a unique style which makes her stand out from other influencers. In addition to this Millie Grace Court has more recently rose to fame and she possess 1.9 million Instagram followers and is also active on TikTok. Both of these influencers will attract younger consumers and bring awareness to the brand.

April – June To enable Clarks to stand out amid competitors they should then release an app. This app will store all data relating to consumers past orders and will present a loyalty scheme, making it more personal to the consumer. The app should have clear section for each department, and it will store a style guide relating to past purchases and data from the quiz. The Clarks app will showcase popular celebrities and influencers styling Clarks shoes. As Clarks focuses on sustainability validated by the slogan ‘protecting the planet’, the app will have a brand new marketplace where consumers can purchase and sell beloved Clarks shoes at a reduced price. This will reinforce the ethics and sustainability of the brand but also will attract consumers who are ‘inspiring for change’ through their own actions. As consumers like to shop online for convenience but enjoy the instore customer service, each pair of shoes should have a QR code next to it in the store, so the customers can not only purchase the exact item through the app but also see information such as the product description, materials used and a style guide for this style of footwear.

October – December The collaborations will follow with an event where consumers will be given the opportunity to meet the influencers and be the first people to exclusively shop Clarks collections. The event will display a Q&A from both love islanders, a 3D foot measurer, a sustainable marketplace in real life and other exclusive benefits. The marketplace will allow customers to trade their beloved Clarks shoes in and replace them with a new pair of shoes from the collection at a discounted price. The event will be livestreamed on social media for people who can’t make the event, and both influencers will take over the Clarks TikTok and Instagram for a week to give an insight into collaboration process.

Conclusion

UTION CLA L RK O V E

S VOLUT RE

C L A RK SR

It is apparent that Clarks have delved into a competitive market and are challenged with enticing a complex consumer demographic. However, the proposed strategies based on the research, will enable Clarks to transform into a trendy, socially aware, innovative brand within the footwear market. This report has thoroughly analysed both the current success and the key issues of the brand and has posed several recommendations to achieve Clarks’ vision and mission. The suggested communication plan focusing on increased social media engagement and redevelopment of the instore and online experience will enable the brand to achieve their intended goals. Clarks’ authenticity, core competencies and USP’s are what will uphold and further the brand’s prosperity.

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Clarks. “We’re Restocking the Raheem Sterling’s JamaciaInspired Clarks Originals Collaboration,” Size?, 2020, blog.size. co.uk/2020/09/17/an-ode-to-jamaica-raheem-sterling-x-clarks-isa-collaboration-steeped-in-heritage-and-culture/. Accessed 17 Jan. 2023.

Clarks. “Women’s Boots,” Clarks, 2023, www.clarks.co.uk/ Womens/Boots/c/w50. Accessed 17 Jan. 2023.

Clarks. “Clarks,” TikTok, 17 Jan. 2023, www.tiktok.com/@ clarks?lang=en. Accessed 17 Jan. 2023.

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CONTENTS

Appendix

Ethnography

Survey Responses

Interview Responses

Consent Forms

SWOT Analysis & TOWS Matrix

PESTLE Analysis

Ethnography 20 minute observations of Clarks and Skechers for 5 days Day 1 Clarks observation Tuesday 22nd November 2:00pm-2:20pm 10 people in store 1 purchase most popular product boots 2:03pm - 2 women 40 + 45 2:04pm - man 50 2:05pm - woman 30 2:06pm - woman 25 2:07pm - man and woman 30 2:11pm - man and woman aged 65 with toddler 2:11pm - woman 30 2:11pm - woman 50 2:14pm - woman 40 2:15pm - man and woman 70 2:19pm - man and woman 60 2:20pm - 2 woman 50 + 60 6 people present in store at the end average age – 45

Day 2 Clarks observation Tuesday 29th November 2:00-2:20pm 7 people in there 1 purchase click and collect 2:02pm - 2 women 35 and 30 2:02pm - woman 60 2:04pm - 3 women, 70 2:06pm - woman 20 2:09pm - woman 60 2:10pm - woman 40 2:10pm - woman 50 2:10pm - man 40 2:10pm - man 50 2:11pm - man 50 2:11pm - woman 60 2:13pm - man 55 2:14pm - woman 40 2:14pm - woman 40 and toddler 2:15pm - woman 50 2:15pm - woman 40 with child (shopping for child) 2:17pm - 2 women 30 2:17pm - man 55 2:19pm - woman 45 9 people present at end average age – 50 Skechers observation Tuesday 29th November 1:40-2:00 6 people and a child at present in the beginning total purchases: 3 average demographic - 40 1:41pm - man 40 1:42pm - man 60 1:45pm - man and woman 55 1:50pm - woman 55 1:51pm - woman 28 1:52pm - man and woman 60 1:52pm - woman 70 1:53pm - woman and man 30 1:56pm - man 50 1:58pm - 2 women 30 and 60 1:59pm - woman 60 1:59pm - 2 women 35 6 people in store at the end of observation

Skechers observation Tuesday 22nd November 2022 1:40pm - 2:00pm 12 people originally in there 1:40pm - 2 females 35 1:42pm - 2 females 50 1:45pm - man and woman 65 1:47pm - man and woman 60 1:47pm - man 60 1:50pm - man 65 1:51pm - woman 55 1:52pm - 2 men 30 + 40 1:53pm - man 50 1:54pm - woman 40 with toddler 1:55pm - woman 70 1:56pm - woman 45 1:57pm - 2 women 40 + 60 with toddler 1:58pm - woman 60 2:00pm - 10 people still present in store average age - 35

Day 3 Clarks observation Thursday 1st December 4 people in store at present 1 purchase 3:40-4pm 3:55 - 2 women 60 and 30 3:56 - woman 40 and child 3:56 - woman 30 3:57 - woman 30 3:58 - woman 45 3:58 - woman 50 3:58 - man and woman 35 4:00 - man 40 4:00 - man 35 4 people at end average age - 30

Skechers observation Friday 2nd December 3:40pm-4:00pm no one in store at present 1 purchase 3:40 - man 45 3:43 - man 45 and child 3:44 - woman 60 3:45 - girl and boy 18 3:49 - man and woman 60 3:52 - man and woman 35 3:58 - man and woman 60 3:59 - man and woman 40 4 people in store at end average age – 40

Skechers observation Thursday 1st December 3:20-3:40pm 1 person present 1 purchase 3:20 - woman 65 3:34 - 2 women - 25 & 60 3:35 - 2 men 35 & 55 3:37 - 2 women 35 no one in store at end average age – 35 Day 4 Clarks observation Friday 2nd December 4:00-4:20pm 11 people and 2 babies at present 2 purchases 4:00 - woman 25 4:01 - woman and man 25 4:01 - man and woman 30 4:01 - woman 40 and child 4:01 - man 30 4:02 - woman and man with child 30 4:04 - woman 70 4:04 - man 55 4:04 - man 35 and child 4:09 - woman 55 4:11 - woman 50 4:13 - woman 30 4:14 - woman 45 4:14 - woman 35 and baby 4:16 - woman 30 4:16 - man 35 4:17 - woman 25 1 person present at end Average age - 45

Day 5 Clarks observation Tuesday 6th December 3:40pm-4:00pm 4 people at present 3:41 - woman 50 3:44 - man 40 3:46 - woman 30 3:47 - man and woman 60 3:50 - woman 60 3:51 - woman 30 3:51 - 2 women 35 and 18 3:54 - man and woman 60 3:54 - 3 women 28 3:55 - man 50 3:57 - 2 women 40 4 people instore at end average age - 42 Skechers observation Tuesday 6th December 3 people in store 1 purchase 2:50pm-3:10pm 2:55 - woman 30 2:56 - woman 60 2:56 - man and woman 50 2:57 - woman 60 3:06 - 2 women 26 3:06 - woman 30 3:06 - 2 women 40 and 60 3:07 - man and woman 60 5 people in store at end average age - 30

Survey Responses

Interview Responses Interview one 1. 37

How old are you?

2. What is your occupation? Director, Cybersecurity, Ernst and Young 3. What shoe brands do you currently wear to work and why? Fit flop trainers. They’re comfortable for commuting / walking around London and smart enough for office casual 4. What shoe brands do you currently wear outside of work and why? Dune ankle boots; Jones boot maker boots/ankle boots; fit flop trainers, brogues, and sandals; Adidas trainers. Reason: they’re all stylish but at the same time super comfortable, good quality and good value 5. Is there a specific brand you opt for when purchasing shoes? Fit flop and Dune - comfortable, stylish, good quality, good value 6.

If yes what factors attract you to this brand? If no, what factors do you most consider when purchasing a new pair of shoes?

7. If a specific influencer collaborated with a brand, would you be more inclined to shop there and why? Kate Moss would probably be the only one - that’s because I love her personal style, all her collabs have been amazing, and she just never puts a foot wrong, stylistically. She’s aspirational but not unattainable 8.

Do you prefer to shop online or instore and why? Online. No hassle

Do you prefer to purchase from brands on a website or in an app? App on my phone

10. What factor prevents you as a millennial from shopping at Clarks? Nothing really stops me from shopping there, but I just never think to - I’ve not seen any Clarks shoes that really appeal, and I associate the brand with function and form (and an older market), rather than style. I also don’t think they’ve got a great e-commerce platform. Not sure if they have an app, but their website is a bit clunky 11. What is your opinion on second-hand shopping (the resale boom)? Great challenge to the dominance of fast fashion and it’s devastating environmental impacts - however in reality I’ve never bought anything second hand online. I like the convenience of shopping online from brands I know the sizing and quality and trust the security and reliability of the end-to-end consumer engagement process. I’ve not yet tried any resale platforms and generally experiment less with unknown / smaller e-commerce platforms 12. How important to you is interactivity when shopping instore and why? E.g., testing out products, fitting assistants, style guides etc. Not important - most of my shopping is online and I only need sales assistant support if I’m doing a return in store which is very seldom 13.

If brands could replicate the instore experience in an app, would you be more likely to shop there and why? E.g., in app shoe fitting assistant, style guide, loyalty schemes, resale

Definitely! Mainly because of the convenience factor. Weekdays are super busy with work, and weekday evenings and weekends and precious relaxing / socialising time that I don’t want to spend shopping

Interview two 1.

How old are you? 37

What is your occupation? NHS

3. What shoe brands do you currently wear to work and why? M&S, New look or Primark – comfortable and durable as well as being professional. Also have generally been good quality even when wearing daily 4.

What shoe brands do you currently wear outside of work and why? Primark or Schuh

Is there a specific brand you opt for when purchasing shoes? Generally, any of the above as comfortable and good experience. Prefer new look

6. If yes what factors attract you to this brand? If no, what factors do you most consider when purchasing a new pair of shoes? They have a wide fit section and usually comfortable as well as stylish. They also have a big footwear department so lots of variety 7.

If a specific influencer collaborated with a brand, would you be more inclined to shop there and why? No, I generally don’t follow influencer collabs.

Do you prefer to shop online or instore and why? Not for shoes as I prefer to try them on first before buying.

Do you prefer to purchase from brands on a website or in an app? In-store but if not, website.

10. What factor prevents you as a millennial from shopping at Clarks? I like Clarks, I used to work there. They have really good quality shoes, but they are usually very expensive and above my budget. 11. What is your opinion on secondhand shopping (the resale boom)? I think it is great particularly online platforms like vinted. Reducing waste and high level fast fashion consumption. 12. How important to you is interactivity when shopping instore and why? E.g., testing out products, fitting assistants, style guides etc. Not important, I like to shop alone and don’t often need much guidance! 13. If brands could replicate the instore experience in an app, would you be more likely to shop there and why? E.g., in app shoe fitting assistant, style guide, loyalty schemes, resale. Yes, possibly but always prefer to shop in store if for things like shoes as wearing every day and need comfort.

Interview three 1.

How old are you? 33

What is your occupation? Consumer Insights Director

3. What shoe brands do you currently wear to work and why? H&M and M&S for formal wear. Trainers for casual wear: Nike, Adidas & Converse. Since working from home, the culture at my work is very relaxed and I feel the most comfortable in trainers. However, when I have client meetings, I feel like H&M and M&S shoes are super comfortable, durable, and stylish for my age. 4. What shoe brands do you currently wear outside of work and why? Nike, Adidas & Converse – comfort and style mainly. I feel like the range in colors and price so I always have something I like at an affordable price in these brands. 5.

Is there a specific brand you opt for when purchasing shoes? Yes, H&M.

6. If yes what factors attract you to this brand? If no, what factors do you most consider when purchasing a new pair of shoes? H&M shoes are comfortable and stylish. 7. If a specific influencer collaborated with a brand, would you be more inclined to shop there and why? Maybe before inflation yes but right now no, as I look for affordability first and foremost. 8. Do you prefer to shop online or instore and why? I prefer to shop for shoes in store so I can try them on, walk around in them etc. For everything else, I like to shop online. 9.

Do you prefer to purchase from brands on a website or in an app? Website as the images are bigger, clearer and easier to navigate on a big screen.

10.

What factor prevents you as a millennial from shopping at Clarks? Their style is dated and their price is really high.

11. What is your opinion on secondhand shopping (the resale boom)? Really love second hand shopping especially as the cost of living has gone so high. I’m a new home owner so my first priority is paying my mortgage (which has gone up this year!) so I love to shop second hand as it’s cheaper. 12. How important to you is interactivity when shopping instore and why? E.g., testing out products, fitting assistants, style guides etc. Really important when it comes to certain things like shoes, homeware, some types of clothes. Otherwise, I am comfortable shopping online. 13. If brands could replicate the instore experience in an app, would you be more likely to shop there and why? E.g., in app shoe fitting assistant, style guide, loyalty schemes, resale. The biggest would be a loyalty scheme or free delivery. This would encourage me more to shop online than go in store.

Interview four 1.

How old are you? 26

2. 3. 4.

What is your occupation? Motion Designer / director What shoe brands do you currently wear to work and why? Adidas Samba. I like the style and appearance. What shoe brands do you currently wear outside of work and why? Air force 1’s - for casual day to day. Asics – for running. Also, Adidas Samba’s for socialising

Is there a specific brand you opt for when purchasing shoes? Usually, Adidas but go for the appearance before the brand.

6. If yes what factors attract you to this brand? If no, what factors do you most consider when purchasing a new pair of shoes? 90% appearance, 10% comfort. Classical look, not too much going on, with neutral colours. 7.

If a specific influencer collaborated with a brand, would you be more inclined to shop there and why? No

Do you prefer to shop online or instore and why? Online, more choice and better deals

Do you prefer to purchase from brands on a website or in an app? On a website

10. What factor prevents you as a millennial from shopping at Clarks? I actually want to get a pair of Clarks soon, maybe it’s just going outside of what I usually wear that has stopped me. So, in a way - customer loyalty to other brands. 11.

What is your opinion on second-hand shopping (the resale boom)? Think it’s definitely good, and should continue to grow in popularity.

12. How important to you is interactivity when shopping instore and why? E.g., testing out products, fitting assistants, style guides etc. 6/10, I think all I would need is to try on the footwear, but other than that I’m not too bothered. 13. If brands could replicate the instore experience in an app, would you be more likely to shop there and why? E.g., in app shoe fitting assistant, style guide, loyalty schemes, resale. I don’t think so, mainly because I impulsively buy shoes rather than thinking it through too much. However, I think I’d be more inclined to do this if I was buying a new brand which I have never bought before.

Consent Forms

CONSENT FORM Project Title: Clarks Insight Report

CONSENT FORM Project Title: Clarks Insight Report Please read and confirm your consent to being interviewed for this project by ticking the appropriate boxes and signing and dating this form.

Please read and confirm your consent to being interviewed for this project by ticking the appropriate boxes and signing and dating this form. 1. I confirm that the purpose of the project has been explained to me and I have been given information about it in writing. I have had the opportunity to ask questions about the project and these have been answered satisfactorily.

2. I understand that my participation is voluntary, and that I am free to withdraw at any time until the end of the project without giving any reason and without any negative implications.

3. I give permission for the interview to be audio recorded and understand that the recording will be destroyed at the end of the project.

2. I understand that my participation is voluntary, and that I am free to withdraw at any time until the end of the project without giving any reason and without any negative implications.

4. I wish my data to be anonymised. I understand that quotations from my interview may be used in the student’s project, but that I will not be identified.

3. I give permission for the interview to be audio recorded and understand that the recording will be destroyed at the end of the project.

5. I am over the age of 18.

4. I wish my data to be anonymised. I understand that quotations from my interview may be used in the student’s project, but that I will not be identified.

6. I agree to take part in this project.

1. I confirm that the purpose of the project has been explained to me and I have been given information about it in writing. I have had the opportunity to ask questions about the project and these have been answered satisfactorily.

5. I am over the age of 18.

X X

Nadia Meer 10 January 2023 ________________________ __________________

6. I agree to take part in this project.

_____________________________ Participant’s name Date Signature

Participant’s name Date Signature

Aalia Baloch 11/01/2023 ________________________ __________________

Aalia Baloch 10th January 2023 ________________________ __________________ _____________________________ Student’s name Date Signature

_____________________________ Student’s name Date Signature

CONSENT FORM Project Title: Clarks Insight Report Please read and confirm your consent to being interviewed for this project by ticking the appropriate boxes and signing and dating this form. 1. I confirm that the purpose of the project has been explained to me and I have been given information about it in writing. I have had the opportunity to ask questions about the project and these have been answered satisfactorily. 2. I understand that my participation is voluntary, and that I am free to withdraw at any time until the end of the project without giving any reason and without any negative implications. 3. I give permission for the interview to be audio recorded and understand that the recording will be destroyed at the end of the project. 4. I wish my data to be anonymised. I understand that quotations from my interview may be used in the student’s project, but that I will not be identified.

5. I am over the age of 18. 5. I am over the age of 18. 6. I agree to take part in this project. 6. I agree to take part in this project. Lawrie Miller

10/01/2023

Participant’s name Date Signature

Aalia Baloch 10/01/2023 ________________________ __________________

_____________________________ Student’s name Date Signature

Aalia Baloch 11/01/2023 ________________________ __________________

_____________________________ Student’s name Date Signature

SWOT Analysis & TOWS Matrix

PESTLE Analysis Political – Clarks currently sell in 35 countries and each country has different policies and ethics which Clarks must abide to which can take a lot of work and money. Additionally, Brexit is increasing prices and making importation more difficult, so Clarks may struggle with maintaining the use of high-quality materials and importing goods from abroad. Economic – The economy is currently poor which has resulted in less disposable income. The cost-of-living crisis may also prevent people from shopping at places such as Clarks which they believe have high prices and opt from competitors with lower prices and discounts. Social – Shopping has become a vastly online process for speed and ease etc. which is unlike Clarks instore shopping experience. How can Clarks still achieve this great shopping experience and customer service online. Post covid-19 trends such as athleisure and casualwear have increased, meaning the demand for shoes which brands like Clarks sell has decreased and millennials opt for competitors such as Nike or Office. Technology – Fitting assistant etc is becoming more popular online. How can Clarks still achieve ‘The Perfect Fit’ online? With an increase in online selling Clarks need to find a way to replicate their excellent instore service online. Legal – Franchise stores can pose a threat as they cannot be controlled by Clarks. Environmental – Many consumers now are vegan and prefer shoes that don’t use animals. Many competitors have created vegan leather lines. Millennials are very focused on sustainability more specifically resale, which Clarks don’t currently implement within their brand.