Clarks seeks trendy image

Clarks, the traditional shoe manufacturer and retailer, has appointed Caulder Moore to develop new retail outlets in a bid to reposition the brand. Michael Nash Associates has been appointed to develop graphics.

Caulder Moore will work on interiors for the chain, which owns around 400 stores. The project will focus on a more aspirational and fashionable brand. “It’s a completely new image,” says Irene Maguire of Caulder Moore.

Two pilot stores will open in the autumn before a roll-out next spring. The footwear group will focus on a younger market, aged between 35-45, rather than those of 50-plus, after seeing the market for its traditional shoes suffer at the hands of trendier rivals.

Caulder Moore was appointed two weeks ago, having won the work after a three-way credentials pitch.