Plays it safe by majoring on its trusted brand credentials
Clarks focuses on classic blacks and browns with a nod to trends like the biker boot with Belstaff-inspired patent knee-highs and an ankle version with buckles, though the styling is not elegant. There is one purple boot, jewelled vamp pumps and penny loafers, which is as fashion as it gets. Much of the range is more basic with Clarks majoring on quality basics. Men are driven towards rugged outdoor boots but there are some sleek fashion looks with brogue-detail casuals.
This large store is spotless and easy to navigate, with clearly dedicated areas for product types. Most impressive is the use of in-store signage, which flags up “must have looks” from ad campaigns, “new arrivals” and alerts shoppers to its “great value” basic styles. There are some Sale racks at the back but these are inoffensive. Staff are helpful but not overbearing.
Although more expensive than Marks & Spencer, Clarks delivers far superior product with added technology. Its more basic styling means customers can see this product lasting beyond one season, further justifying its prices. Ankle biker boots are £69.99 while classic black ankle boots with leather uppers are £49.99. A purple or navy blue knee boot is £99.99 and a riding boot £120. Clarks also has its own real sheepskin boots but at £160 it’s hard to see why shoppers wouldn’t go for Ugg.