Clarks has been climbing the trend barometer over the past two seasons thanks to higher heels and more fashion-forward details. Autumn 11 is its biggest statement so far with metallic details, three-inch heels and contrast panelling.
The dominant palette of browns, taupes and tans is occasionally enlivened with a splash of purple and even leopard print.
Clarks builds on its heritage positioning and mixes technical elements such as Gore-Tex linings with leather and suede uppers. Fashion elements creep into flat boots with lace-up detailing on a knee-high leather style. There is a take on the cowboy demi-boot.
Heavy buckles are used on distressed biker styles.
- Riding boot with lacing up the back and contrast suede and leather panel
- Heeled brogue with mirrored section on the inner heel
- Tan ankle boot with elasticated panel
Right for the market?
Clarks is actively seeking a bigger slice of the fashion footwear market but is easing in the more directional elements so as not to alienate its core customer. Putting its comfort Softwear soles on a slightly higher heel means the comfort element is retained but it also appeals to the more trend-conscious customer.
This attention to detail means Clarks has successfully created a more credible offer.