Marta Maratchi: Case studies

Clarks Global 2005

“The new uniform has been accepted well by everyone involved in
the global trial. Staff feel smart and comfortable, and customers have
complimented staff on their new appearance. We look forward to rolling
out the new uniforms to all Clarks’ stores in early 2005.”
Jean Wall, Operations Manager, Clarks

The Brief

By 2004 Clarks have made significant progress with updating their image and becoming truly contemporary and relevant. Fashion Trade Magazine ‘Drapers Record’ recently commented “Shodding the nation with an ever-increasing panache, Clarks is sharpening its fashion credentials” (October 2004).

However, since fashion is now moving strongly towards style and glamour, and away from the casual look, Clarks have decided to make significant investment into this trend. They have commissioned a full Global image make-over including a store re-fit, new store locations, new advertising & marketing, and of course new uniforms. Our brief was to reflect a very smart & glamorous look, to match with the clean lines of the new store fit.

The Solution

We have developed a wardrobe of black & grey Cotton, Polyester and Lycra® blend female and male clothes which mix and match.

In the female range we have a Polyester Cotton fitted zip front blouse, Polyester Cotton striped blouse and Cotton Lycra® knitted top, which can be teamed with breathable bootleg trousers or an A-line skirt

In the male range we have a matching Polyester Cotton striped shirt, and long sleeved Cotton Lycra® knitted top, with Cotton Lycra® denim trousers.

All garments have been designed to be comfortable to wear, easy to care for and non-shrink or fade. The new Global store fit and uniforms have been on trial in Clarks’ flagship Bath outlet. The 2,500 sq ft store was re-designed by London-based consultancy Found Associates. In stores which have had the make-over, sales have significantly out-stripped the same period last year, and staff love their new smart look. The new concept was reported back in October in an article in Trade Magazine ‘Retail Week’ “Clarks steps out in style with Bath concept store”.

In the article Clarks Group Marketing Director Rosemary Carr commented “Our concept has been designed to provide a bold, modern environment that can operate both as an inspiring showcase for an authoritative footwear collection and as a highly effective retail vehicle. Early results are very positive; with the new look proving popular among new and existing customers”

Both Clarks Global store design and uniforms have now been rolled out across all Clarks store's nationwide.

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