Clarks shoes segmenting offer
For spring 2015, Clarks is reorganizing its collections. Until now, the British footwear brand has offered two lines, one for men and one for women, as well as its Clarks Originals collection. The brand is keeping its urban line, but is segmenting its classic offer.
For men, the Collection line plays on the brand’s traditional classics, with prices starting at 80 euros. The intermediary line, Est. 1825, is offering models starting at around 100 euros. The line Tor features more casual pieces, with, for example, floral patterns and colors at around 120 euros, and going up to 200 euros for the collaboration with biker brand Norton.
For women, the collection has been segmented into four lines. The most affordable models are those included in Collection, below the 80-euro mark. Handicrafts, the classic line, which is also more complete, is around 90 euros. Clark’s most feminine and high-end models are included in the last two lines.
Its Somerset line is aimed at a younger clientele, featuring somewhat more playful models. Its Narrative line is more discreet, featuring pastel colors and fashionable but classic footwear. Both lines come in at around 100 euros a pair.
The brand is also continuing to energize its collections through collaborations. For Women, Clarks has worked with the British designer Orla Kiely for the third time. Clarks Originals, meanwhile, is releasing the second edition of its collaboration with the Canadian bag maker Herschel.
These collaborations will be available in department stores as well as in a selection of Clarks stores. The brand has also just seen one of its retailers in Paris open a Clarks franchise. The company SMC, which managed a store under the banner of Clarks at 129 rue du Faubourg Saint-Antoine (11th arrondissement), recently opened a franchise store at number 113 on the same street.
The brand has three stores in Paris, one in Aix en Provence, one in Marseille, one in Montpellier and another Lille via partners.
€1 = $1.18/£0.78
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