Clarks | marketing support and brand localization in China

Case Study about the cooperation with the British heritage brand Clarks in brand communication for the Chinese market.

Brand identity localization

Clarks in China!

Challenge

As one of the world’s leading footwear brands, Clarks has successfully entered China with its high quality and comfortable shoes. Clarks’ current focus is to promote their trendy and fashionable products, actively working with the local franchisees to create brand awareness.

Approach

WILDDESIGN is responsible for the development of Clarks’ all marketing campaigns in China. To accommodate this unique market’s needs, and maintain Clark’s global brand direction, the visual identity and campaign material needed to be localized. Clarks sought more focus on younger generations, particularly females, which required an updated visual identity concept.

Results

First, a new brand book was designed to better communicate Clark’s brand values and visual identity to its franchisees. It was presented at Clark’s yearly sales meeting in July 2012, where it received great feedback from both China franchisees and Clark’s UK headquarters. WILDDESIGN now continues to work for Clarks on a monthly retainer, taking care of the brand localization of all advertising campaigns in national magazines, newspapers and outdoor media.