BRAND HISTORYIn 1825, James Clark worked at his brother's tannery in Somerset County. In the process of processing sheep skins, there were a lot of unused raw materials, and one day the craftsman comes up with a brilliant idea: "Slippers!».It took quite a bit of time, and the Clark brothers' handmade slippers made a real splash on the British market. By 1842, shoe sales were already 1,000 pairs per month. In 1863, the management of the business passed into the hands of James' son, William. He opens factories, modernizes production and buys modern Singer equipment. William decides to produce shoes that will take into account the anatomy of the foot and repeat its natural lines. It was then that Clarks established itself as the manufacturer of the most comfortable shoes in the world. At the beginning of the XX century, the wife of Jones Clark, Alice Clark, became one of the leaders of the company. Developing the business "in step with the times", Alice suggests designing high-heeled shoes. Soon, every girl in the UK dreamed of buying Clarks shoes. The growing worldwide demand for Clarks shoes has given impetus to the production of the brand outside of England. Since 1990, a large number of factories have been built for Clarks. Auditors Clarks always carefully monitor compliance with technical production processes and the quality of manufactured shoes. In 2013, the company SOHO Fashion signs a contract with the company Clarks with the right of exclusive distribution of the brand in Russia and Belarus, and with the AW 2014 season, the newest history of the brand Clarks in Russia began.
PORTRAIT OF THE CONSUMER
Loyal customers of the brand Clarks aged 25-50 years, with an income above average or high, are well educated and successful in their careers, often travel and have a broad outlook, strive for high standards in life and on vacation. In clothing, they prefer the smart casual format. If men in the style of Clarks buy clothes and accessories, guided primarily by the need that has arisen, then for fans of the brand, buying shoes remains part of leisure and lifestyle in general.
ABOUT THE COLLECTION
The Clarks collection features men's and women's shoe lines and accessories. Every year Clarks presents two seasonal collections of shoes and bags: "spring-summer" and "autumn-winter". In addition to them, limited series are released every season in partnership with big world names, such as the fashionable graphic community Patternity, American print designer Orla Keily, with the famous rap musician MF Doom and even the cult Museum of British History V&A. The main feature of the brand's products is the unique production technologies and high quality standards. The assortment of absolutely all brand lines, regardless of the level of premium and positioning, uses patented technologies Clarks Active Air Vent (ventilation), Clarks Plus (comfort), Clarks Gore-tex (water resistance), Vibram (non-slip heavy-duty soles), XL Extrailght (lightness), Ortholite (breathable antibacterial insoles).