Strategy (6)
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Retail Navigator AnalysisClarks (Strategy)
Under new ownership, in which Hong Kong-based private equity firm LionRock Capital completed a £100 million acquisition of a majority stake in the retailer, Clark’s strategy is supporting its post-pandemic recovery and comprises five key pillars.
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Retail Navigator AnalysisEcommerce at Clarks
The UK and US are the retailer’s biggest online drivers. All websites have been consolidated to a single global ecommerce platform, using SAP’s Hybris technology to improve look, feel, functionality and support channel connectivity. Offering its customers more personalisation is also a priority for Clarks.
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Retail Navigator AnalysisTechnology strategy at Clarks
Clarks says its long-term goal is to simplify and streamline its technology infrastructure by 2025 with an eye to making the business more agile. It aims to ready the business digitally for the coming decades and will prioritise its investments for areas with maximum ROI.
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Retail Navigator AnalysisSupply chain at Clarks
Clarks’ logistics are managed in-house. Recent focus has been on slashing lead times to boost the fashionability of the brand and achieving greater integration between its global resources. Developing a single stock view across its warehouse and stores is also a key priority, enabling order fulfilment to be carried out from store stock.
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Retail Navigator AnalysisStores at Clarks
In recent years, there has been a steady reduction in the total number of outlets operated in the UK and Ireland, with the closure of underperforming stores and concessions. This is set to continue as the company aims to rapidly exit its underperforming sites. At the same time Clarks is aiming to operate “bigger and bolder” store formats to attract a younger market.
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Retail Navigator AnalysisCustomer and marketing at Clarks
Clarks’ overall brand strategy is to become the leading choice of everyday footwear on a global scale, by remaining the brand of choice for children’s shoes while becoming the first choice for adults. This second aim is particularly challenging as the Clarks’ name is not perceived as a brand at the cutting edge of footwear fashion.
