Clarks: Strategic move
Obvious fact: if a company has overcome two centuries and retained its leading position in the industry, you can learn a lot from it. Clarks has become a leader in the comfort shoes market thanks to successful strategic decisions over decades. And today, Clarks, using modern approaches in the strategic management of the corporate portfolio of brands, creates a successful case for newcomers to the industry.
The company Clarks with the spring-summer season 2019 presents an updated brand architecture. Clarks management has chosen the house of brands strategy, which is used when a company seeks to reach different target audiences and several price segments, while having broad production capabilities. The updated portfolio will contain a number of individual brands: Clarks, Clarks Originals, Collection by Clarks, Cloudsteppers by Clarks, Unstructured, Clarks Kids.
A clear division of the assortment will allow Clarks to attract more consumers and occupy a special place in different market segments: fashion, sports, comfort, classic. At the same time, the main advantages for all brands will remain comfort, manufacturability and many years of experience in creating shoes.
Russian buyers have long been familiar with two main collections - Clarks and Clarks Originals. The design philosophy and price positioning of these brands will continue in the near future.
Clarks
The Clarks brand collection is an unrivaled classic that combines modern trends and traditional style: clear silhouettes, elegant details, classic shades - the embodiment of English style and conciseness.
Clarks Originals
Clarks Originals is a progressive design that meets the latest fashion trends. In the creation of shoes, the archives of the company for the entire period of its existence are often used. The creative team of the brand embodies the best models in a new reading, using only premium materials. This determines the positioning of the brand in the premium market segment.
Clarks unstructured
Clarks Unstructured is a versatile footwear for active people, suitable for both traveling and for the daily urban environment. A highlight of the Clarks Unstructured collection is the exceptional Air Circulation System, which is climate-controlled for shoes. Models of this brand are also popular with representatives of the older age category.
Collection by clarks
No less tech, but more enjoyable in terms of price positioning - Collection by Clarks. The collection contains laconic silhouettes, unique technology and impeccable performance. Models from this collection will appeal to representatives of the youth audience.
Cloudsteppers by clarks
Comfort, stylish design and manufacturability - all that a consumer expects from shoes is combined in one name: Cloudsteppers by Clarks. Due to the use of Tetrasoft technology inside the sole, which guarantees impeccable cushioning and amazing flexibility, the Cloudsteppers collection is popular among an older audience.
Clarks kids
A separate direction of the brand has become children's shoes under the brand Clarks Kids. The standards set by customers for children's shoes today are very high and Clarks is fully consistent with them. Clarks Kids shoes support the baby foot well and protect it from overload. Models have an up-to-date design and a variable color palette.
Clarks minnie mouse
In addition to dividing the assortment by sub-brands, Clarks achieves synergies through collaborations with the world's leading companies. The SS19 season will feature the results of a joint design experiment by Clarks and Land Rover. The combined creative team was guided by Land Rover's sustainability and sustainability principles and inspired by adventure ideas. Not surprisingly, the result is a shoe that will make you feel comfortable both in the mountains and in the metropolis. Also, interesting collaborations were implemented in the children's segment, where the following brands were partnering: National Geografic, Star Wars, Minnie Mouse, MARVEL.
Having created a number of collections for the SS19 season, addressed to different market segments, but combined with high quality and creativity, Clarks has once again confirmed its leading position in the market of comfortable shoes. Clarks is represented on the Russian market by Soho Fashion, which invites you to explore the collections of the SS19 season in its show room at the address: F. Engels St., Moscow, 75 / 11.
A new collection of this brand will be presented at the shoe exhibition. Euroshoes Premiere Collection.
Obvious fact: if a company has overcome two centuries and retained its leading position in the industry, you can learn a lot from it. Clarks has become a market leader in comfortable shoes thanks to ...
Editorial Office Shoes Report
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OR Group failed to fulfill obligations on early redemption of bonds
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EURO SHOES @ CPM - a powerful union in a new format
The beginning of 2022 was marked by the birth of a new strategic alliance of two leading exhibition projects in the fashion industry.From February 21 to 24, Expocentre hosted the largest and unique union of two professional fashion exhibitions in Russia - Euro Shoes premiere collection and CPM Collection Première Moscow. Such an experimental format was highly appreciated and recognized as a success by visitors and participants of the event, because it opened up new unique opportunities for business development in Russia and the CIS.
5 trendy bags of Italian brands for this spring
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Shoes mixed with clothing and decor
Shoe manufacturers and retailers are increasingly bringing new lines to the market - clothing and accessoriesGlobalism and the general trend for the total look are capturing more and more fashion companies. And now shoemakers are bringing to the market lines of clothing and home accessories, including dishes, and dressers are introducing shoe lines. There is nothing strange and contrary to market realities here: a diverse assortment binds customers and gives them the opportunity to completely create and purchase their wardrobe in one store, from one brand. This allows buyers to significantly save time and effort (and often money), and sellers to increase sales volumes, increase the average check and satisfy the needs of their target audience. We present a small overview of "non-core" new products.
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Knowledge useful for shoe sellers about the features of sports models, the physiology of the feet and the biomechanics of walking
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Burgerschuhe will present new shoe models at Euro Shoes in Moscow
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Mephisto will present the autumn-winter '22/23 collection at the Euro Shoes exhibition in Moscow
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Business program EURO SHOES PREMIERE COLLECTION
Within the framework of the international exhibition EURO SHOES on February 22-23, a rich business program will be held. For two days, leading fashion market experts, business trainers and consultants in the field of retail, retail management and development, visual merchandising, marketing and consulting will conduct trainings and open seminars for visitors and participants.
Sustainability in the footwear segment. Where are we now, what are the main trends?
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5 days before the start of the exhibition Euro Shoes premiere collection in Moscow
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How the buyer makes a purchase decision and psychological methods to influence it
In one of his previous articles, Evgeny Danchev, a permanent expert and author of our magazine, spoke about the psychological profile of a sales assistant. It was about the effective selection of applicants for the vacancy of a sales assistant. Not every employee can master the skill of active sales, since its development requires the right internal psychological attitudes. In this article, Evgeny Danchev analyzes the psychological portraits of both the buyer and the seller, since the head of a retail store needs to clearly understand what connection exists between the psychology of sales and the financial results of the store. The overall global retail trend is now towards more personalization. Against the backdrop of falling customer traffic, the seller is required to find individual access keys to each of the customers.
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Russia is going to allow "gray imports"
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A center for training specialists for the shoe industry will be opened in St. Petersburg
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The largest international exhibition of footwear, bags and accessories EURO SHOES premiere collection will take place from 24 to 27 August in the capital's event hall MAIN STAGE
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Online meetings with Brazilian shoe manufacturers
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AXA SHOES presents innovative and very comfortable indoor shoes from Italy
Who among us has not looked for comfortable indoor shoes? Household slippers that would fit on the leg, did not sting, did not rub, it is very difficult to find. And those who have found the slippers of their dreams for themselves can consider themselves to be truly lucky! We propose to change the statistics and increase the number of lucky people per square kilometer of our country exponentially.And all because we have what you are looking for and so rarely find. These are your dream sneakers!
We bring to your attention the Italian home slippers AXA SHOES.
New collaboration between Balenciaga and Crocs explodes the internet again
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Sales of shoes and accessories: effective techniques for business rhetoric
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Retail Arithmetic
Before you begin to solve specific problems, you need to find out how accurately all the leaders of your company understand the basic terminology of retail.
The best models of Czech shoes of the past
In Soviet times, for shoes from Czechoslovakia sold under the Cebo brand, customers stood in line for four hours and did not regret it, because Czech shoes were considered to be of high quality, comfortable and fashionable. Shoe designer Juraj Shushka shared a photo archive of his collection with Shoes Report magazine, which contains the most interesting Cebo models from the 1940's to the 1980's.
The whole truth about Bayer. Who is he and how to become one?
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How to fire a worker without tears, scandal and trial
Sooner or later, any manager is faced with the need to part with an employee. Properly and on time the dismissal procedure will save the company money, and the boss himself - nerves and time. But why sometimes, knowing that a break in relations is inevitable, we put off the decision for months?
Ecommerce Laws Every Seller Should Know
The sale of goods via the Internet is becoming increasingly popular and in demand, however, at the same time, difficulties arise regarding issues of legal regulation of trade through the Internet, work with delivery and returns, and maintaining cash registers. Ivan Kurguzov, Executive Director of Oborot.ru, told how to avoid possible mistakes and how to legally conduct trade through the Internet.
