How Clarks has managed to stay on the front foot for two centuries
It's often said that getting to the top is the easy part; it's staying there that takes the effort. If you're a brand, you might want to follow the footsteps Clarks shoes, says Alex Taylor-Smith, Director at children’s media specialist Generation Media, because it's won the hearts and minds of generations of people.
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Many of us remember annual visits to Clarks as a schoolchild. Yet, unlike fads such as Tammy Girl or Heelies, many of us also returned to shop at Clarks as adults.
It’s hard to believe the same brand we bought our black, velcro-fastened shoes from could also be a well-respected – even cool – brand of the modern era.
The brand can be seen on the feet of well-dressed grown-up as often as those of nervous schoolchildren.
But, 200 years in, the brand can be seen on the feet of well-dressed grown-up as often as those of nervous schoolchildren. That’s no small feat, and a testament to the brand's huge investment in creative ad campaigns, innovation and product range.
Above: Many a UK-childhood saw a visit to Clarks during the summer holidays for new school shoes.
At Generation Media, marketing to families as they move from generation to generation is part of our DNA, and we work with brands looking to keep that lasting impact. So, let's look at how other brands aren't just able to stay alive, but which are really kicking in an ever-changing culture.
Own the first steps
One challenge all retail brands have is remaining popular as times change. Remember brands like British Knights/JNCO jean/Soap shoes? At their peak, they flew off the shelves. Now, they’re relegated to the past. Brands like Clarks, Sketchers and Crocs avoided that pitfall by avoiding trends and building rituals and reputation.
[Clarks] lives on. Why? Because it’s a great example of leaning into reliability as identity, and using it as a creative asset.
For Clarks, this was the back-to-school shoe shop. A yearly, repeated moment that fosters important emotional memories. Clarks did not always offer the flashiest shoes, but parents buying in September knew they wouldn’t fall apart on the playground before July.
Of course, that ritual has been threatened by the changing high street. Footfall issues, cheaper alternatives like Primark or H&M Kids, and altering buying habits have challenged the status quo. But the brand lives on. Why? Because it’s a great example of leaning into reliability as identity, and using it as a creative asset.
Above: Magic Steps, one of Clarks' classic spots from the 1980s.
Clarks has proven that a reputation for durability doesn’t mean boring. Its iconic campaigns - like the 1980s campaign, Magic Steps - captured the ‘magic’ feeling you get when choosing, buying and wearing Clarks shoes.
Fast-forward to 2025, and the rituals that Clarks started in-store long ago have been passed down to generations who only buy online. It’s not been easy - but Clarks has remained culturally visible while many legacy companies face fierce challenges.
We can learn from other shoe brands too. Skechers has repositioned itself from a PE class staple to trusted athletic footwear company, backed by campaigns with sports stars like Harry Kane. Crocs too, leaned into its weirdness, going from punchline to pop culture through drops with high fashion brands and streetwear artists.
The lesson for all brands is clear: know exactly what you are, and amplify it creatively to foster connection and rituals.
Credits
powered byAbove: Clarks has remained relevant by innovating its product lines.
Toe the trend line
Clarks’ legacy should also show others brands that you can’t rely on reputation alone; you need to design products that grow with audiences. You might fondly remember your first pair of Clarks school shoes, but you’ve likely also bought one of its classic silhouettes as an adult too - like Wallabees, Desert Boots or Desert Treks. Clarks has innovated to create designs which allow the brand to migrate from childhood into adolescence and then adulthood.
You can’t rely on reputation alone; you need to design products that grow with audiences.
Many brands let their styles go flat when the times change, but clever product innovation (new colours, materials, campaigns) will allow you to embed your brand in new generations. This also requires keeping your finger on the pulse when it comes to culture. For example, Clarks extended its global footprint with its “Dancehall Collection” of Wallabees, launched in 2023. This collection paid tribute to Jamaican music culture which has embraced and championed Clarks since the 1970s.
This went beyond the usual campaign to provide an authentic nod to a community that already loved the brand, but amplified to global relevance. This cultural crossover and creative storytelling provides another powerful lesson for brands; don’t just chase trends in the hope it makes your brand relevant, understand culture around your brand, innovate and connect authentically.
If the shoe fits
Brands should take this moment to ask themselves what they should prioritise to appeal to future generations long into the future. For any brand, if you want to put the right foot first, know your brand, lean into it authentically and think creatively. By doing that, you’ll find you’re already one step ahead.
