Clarks gets savvier with digital

Singapore - With over two and a half decades of local presence, shoe retailer Clarks is renewing its push in the market targeting a newer segment of customers with a digital-led marketing strategy.

According to Fong Wan Kwan, general manager for South East Asia at C & J Clark, the company is targeting women and men who are forward-thinking, career-minded and have an active lifestyle.

Dubbed Annas and Sams, the brand understands that these two groups of consumers are busy and constantly connected to the others through gadgets and social media.

Clarks has partnered up with popular fashion websites such as Glam and Clozette to build up its brand awareness in the digital space. "Digital is something which we feel is quite relevant. We want to build that into an interactive site for that target consumer," Fong added.

The brand is also taking to mobile marketing beginning with QR codes, globally. "We're always looking to keep the brand fresh," Andrew Martland, president of Clarks in Asia Pacific, said.

"There is a need to engage them (the younger audience) through different media, other than print."

Other than digital, the brand will continue to leverage print and out-of-home advertising activities, including bus shelters and on big screens at Ion Orchard and OG Orchard. It also plans link key department store partners to promote its presence.

"In the past, consumers looked at the brand for comfort more than style but we're now offering a wide spectrum of products," Fong said.

Clarks is aiming to reposition itself globally aiming to achieve consistency in its positioning across all markets its present in..

"Clarks aims to offer a consistent global layout of its stores, using it as marketing vehicle to offer the same experience to customers globally," Martland said.

Clarks has been growing its Asian business, expanding from 50 stores three years ago to almost 200 stores across the region. The brand plans to touch the 500 stores-mark in Asia in the next few years.