“There is always a sign of liveliness and a positive attitude towards life shown in the ad campaigns of the Clarks. It reflects the freshness of thoughts that dwells in the minds of company.”
C&J Clark is a privately owned shoe business in Somerset, England. It was founded by Quakers (members of a religious society in Britain) in 1825. In the beginning, they used to make the shoe products principally rugs and slippers from the skin of sheep. By 1860’s, Clarks started making hundreds of thousand pairs of shoes. Till the end of 2012, the global business turnover of the company reached £1.4 billion and the company was giving employment to 14 thousand people.
The story of Clarks is one of the most inspirational as compared to most approved corporate life stories. It signifies the long and inspiring journey to become one of the most renowned brands of the world.
The history of Clarks can be traced from the time of Cyrus and James, original Clark brothers after whom the company has got its name. These brothers were very brilliant in increasing the production.
The brothers made the attractive shoes like Balmora Boots, that were specially targeted to the growing middle class market. The thinking of Clark brothers was increasingly professional, adapting new markets, finding new patrons and adopting the new technologies for production. It was the first national shoe brand of Britain. Then their market reached to other countries like the America and Australia.
The Clark family became richer through the 19th century as their business started to grow. The Clarks have been always profitable and principled. They were deeply attached to their roots. Their family members worked in the company generation after generation.
The Clarks were excellently constant. Being a Quaker, they sent their children to the private schools of Quaker, rather than those flashy ones.
Most of the peers of the Clarks have disappeared from the market in last 25 years. Most of the old shoe businesses in Britain got closed because of the financial issues but the Clarks were amazingly steady at their place. Only a few of the most expensive and niche brands of Northampton were left at this time.
The significant trait of Clarks is that they always focus on innovating new ideas and adapting the modern trends. In 1960’s, they innovated new types of soling materials in the Clarks boots to make the performance of the shoes better. They realized that if they could not beat the British Shoe Corporation, a giant retain combine of Sir Charles Clore, they should join them by creating a national chain of branded Clarks shoes. This characteristic of the company reflects how much they match the steps with the changing requirements of the time.
Clark is a global name today. After Nike and Reebok, it is the third largest shoe business in the world. Whether it is high top Clarks shoes for men or any other company’s product, every pair produced in the company embodies the style and comfort. Not only in the United Kingdom, but this brand is seen as a premium sophistication and relaxation provider in the other countries as well. It is trusted by many of its patrons throughout the globe today. Clarks is the perfect example to show how to adapt according to the changing trends and changing moods of the customers. That too considering comfort at the same time!