Shoe retailer Clarks is to branch out into accessories, with its first own-brand range of premium handbags due to roll out in UK stores next year, Design Week can exclusively reveal.
With branding and an identity by Bristol-based Taxi Studio, the retailer plans to introduce the range, called Toco, to 65 branches. The own-brand range has been designed to compete with the Gigi range, which Clarks stocks in 130 stores.
The move is part of Clarks’ ongoing campaign to appeal to a more fashionable, contemporary market and is aimed squarely at ‘classic consumers, who are willing to spend money’, says Clarks International advertising manager Ted Hart.
Taxi Studio’s work encompassed name generation and creation of a logo.
Clarks briefed the consultancy to develop a ‘fresh, dynamic look and feel that would appeal to fashion-conscious 40- to 50-year-old women’, says Taxi Studio joint creative director Ryan Wills.
The logo is a ‘visual flower’, and the name is based on the Italian word for touch, tocco, he adds.
Taxi Studio, which last year developed Clarks’ in-store training materials, was awarded the project without a pitch in August.