The footwear retailer Clarks has invested in a new “perception-changing” store design for its opening in Westfield London today as it attempts to modernise its brand and attract younger customers.
Clarks UK and Ireland director of channels Richard Houlton said the store was more premium than its existing shops and “reflects more of the brand’s personality”.
“We’re trying to change our brand perception to be more stylish and more relevant. We want to refresh our adult consumer base and attract a younger demographic. We’re absolutely first choice for kids, we want to be first choice for adults.”
Houlton also said that he did not want to lose Clarks’ core audience as a result of the change, but added that older customers were becoming much younger in their outlook and were more aware of how fashion changes.
The Westfield store will also be one of 50 to pilot an iPad foot gauge that will measure children’s feet. If successful the technology will then be rolled out across all stores next spring.
