Clarks will launch its first international advertising campaign for its Clarks Originals collection next month when it will also open a pop-up store for the sub-brand at its store in London’s Regent Street.
The campaign features a montage of black and white images of models listening to music and playing instruments with pictures of their feet shod in Clarks Originals styles. It is designed to reinforce the collection’s links with music - former Oasis front man Liam Gallagher has endorsed the collection in recent years.
The imagery will be used in 10 Clarks stores in the UK and in wholesale accounts such as Schuh.
It will also be carried in Clarks stores in France, Italy, Japan, China, Hong Kong and Korea.
Clarks Originals will also take over an entire floor of the brand’s Regent Street shop from February 7 to February 20. A week of guerrilla marketing activities including sets by Strummerville banks and events will take place from February 14.
Clarks Originals marketing manager Gemma Green said: “Spring 11 opens an exciting new chapter for Originals; we want to showcase the spirit which makes Clarks Originals so unique. Our shoes have been on the feet of musicians (and music fans) for decades and it is time we communicate the passion we have for music. There are many parallels between music expression and the values we hold dear; authenticity, individuality, craft, creativity.”