How we recruited and retained stylish consumers.
Clarks Originals are of the moment. Always have been. Always will be. From iconic styles that have never gone out of fashion to designs that are right for the times. Classics are revived and replicated, legends reinterpreted.
McFaul+Day were approached to re-establish the Clarks sub brand, claim ownership of Clarks Originals icons and recruit and retain stylish and individual consumers.
The Clarks Originals CURIO Platform. A three-year curated series of brand and product stories, through the eyes and voices of a select panel of influencers respected for their editorial mix and output.
The integrated platform contains a mix of films, print publications, life tales, behind-the-scenes, interviews, brand and product stories from respected media outlets manifesting as:
A consumer magazine – Curio Paper Vol.1 was a luxurious print publication featuring in-depth editorial written to suit our target audience’s lifestyles and tastes. Hand selected historical tales from staff and interviews of craftspeople from behind the brand justified it’s heritage and forward thinking throughout history. In the mix are interviews with esteemed collab shoe designers and our media partners for this project – Ryan Willms from Inventory Magazine in Vancouver and David Fischer, Editor of HighSnobiety in Berlin.
A series of UK focused manufacturing films – from Leeds to Somerset we searched out the stories that fully portrayed the brand to belong and own these iconic territories with high production values and ciné-like quality capture, we were able to show the audience relevancy and justification using retired and long serving craftspeople.
Social media content from esteemed media partners – also generated and condensed from the Curio Paper content with bespoke digital content and film / Instagram videos pushing the brand into a new direction and further exposure to new audiences.
Seasonal toolkits with fashion forward photoshoots for trade and consumer – with a holistic view of the brand it was time to turn it up a notch and we created and supplied all the brand needed to sell-in, sell through with never before so highly regarded thematic fashion shoots and film for product and brand content.
Retail initiatives and global store/window schemes – from London to NYC, our platform made sure it delivered for all touch points from OOH, POS, own store Window and Retail schemes that linked all facets of the creative back to Curio.
Our perspective with The Clarks Originals Curio Platform increased brand awareness, increased sales of iconic models worldwide and retained a stylish and individual consumer with higher engagement than had been previous seen. The project had even reached out to other parts of the mother brand influencing global OOH and POS, with heads of design reconsidering collaboration partnerships, the pathway forward and allowing for further renditions of our in-store consumer material. After achieving year one results with gusto and praise all around, we’re hopeful CURIO set the tone for some years to come.
“Clarks Originals has a certain personality, a warmth, a feeling of reliable humanity, something that is an extension of your own skin. McFaul+Day got under that skin to mirror those feelings through their work. I really enjoyed working with them as both creators and mindset sharers”
– Chris Law. Clarks Originals / VP of Design