Clarks! Who didn't love using the strange foot-measuring machine as a kid? What little girl didn't…read morewant a pair of Princess Magic Steps with the key in the sole?
The joy of the foot-measuring machine was that slight nervous anticipation when you thought it could potentially squash your foot but it stops just short. Parents trusted Clarks because they seemed very focussed on ensuring their children's feet weren't going to be uncomfortable or deformed due to shoes. They wouldn't sell you anything just for the sake of making a sale, they want to sell you the RIGHT shoes. And the left ones too for that matter. Hehe.
So you'll never get a pair of foot-massacring party heels at Clarks, so what? That ain't the Clarks way. It's cosy and comfy feet in their book, and anything with a heel has a heck of a lot of cushioning, and that heel sure as hell won't be a stiletto. It'll be something chunky, like in the 60s. Clarks very handily categorises its shoes via function, such as workwear, smart, casual, college and so on. You know you're getting quality, with their soft leather, well-fitting footwear. And they even do half sizes as standard. Do you know how many shops just refuse to acknowledge that half sizes exist? Tons.
It might be sensible, but Clarks doesn't have to be boring. They've always catered to their audience while maintaining a subtle plateau of innovation, and that's what we love about them. When I worked at Barratt's I used to gaze longingly at the Clarks a few shops down. There's a shoe shop where people care about feet, I thought, explaining for the fiftieth time that day to a customer that we didn't do half sizes. Clarks has proved itself recession-proof, and it might just be time-proof too.