Clarks plans to roll out its men’s only pop-up shop format to “iconic” international cities following its launch in London last week (October 23).
The 443 sq ft Men’s Edit, located at 55 Neal Street, Covent Garden, will run until November 16. John Parkinson, men’s group head at Clarks, told Drapers he now wants the men’s-only shop to expand across the globe.
“I would like to see the template rolled out to iconic locations around the world like New York, Paris, Milan, Tokyo and Los Angeles,” he said.
Parkinson said Clarks was targeting a premium customer with the new store format, which features a selection of Clarks’ ‘top tier’ products, such as the Darby Rise burgundy leather boot for £99.99 or the Norton Zip black leather boot for £250. It mixes the old with the new, combining industrial metals with reclaimed wood and leather.
He said this would translate well in international markets, adding: “The store environment sets off the product; some of our current stores find that hard to do. The shoes can get lost – it’s a challenge. We needed to think differently about what we do.
“It’s our first opportunity to display our core collection in full, which is designed for guys who don’t need their girlfriend to tell them how to dress. We wanted to experiment to see if we can get these guys to reconsider Clarks. In the men’s-only store we have the opportunity to showcase the change happening. It’s a contemporary space to reflect our contemporary product ranges.”
He added: “One store can’t be everything for everyone; we need that segmentation to understand what our customer wants.”
Clarks has 406 wholly owned stores in the UK.