This document summarizes the key findings of a brand study conducted on Clarks shoes. It found that women see Clarks as offering both comfort and style. Many women want more information about Clarks products. The study also found that Clarks ads were successful in generating interest in the brand and changing perceptions of Clarks from just comfortable shoes to also being fashionable. After seeing the ads, over half of respondents were inspired to learn more about Clarks or purchase products from the brand.

1. Can’t Have Enough

2. Methodology
Objectives:
•Understand women’s perceptions of the Clarks brand
and their response to Clarks’ ads
•Learn more about women’s purchasing habits
Field Dates: July 12, 2013- July 22, 2013
Number of respondents: 175 Women
CLARKS BRAND PULSE STUDY
Key Findings
•Women see Clarks as offering both comfort and style, which
generated interest and potential purchases.
•Many women want to know more and have access to more
information.
•There is a clear opportunity for Clarks to compete with other
fashion brands, while still offering the comfort and quality for
which they are known.

3. Women Buy New Shoes
To Freshen Their Wardrobe
Q: Thinking of when you buy shoes for yourself, how much
do you agree or disagree with the following statements?
86% of survey respondents purchased
shoes in the past year.
“I love buying shoes
to freshen up
my wardrobe.”
“I’m always looking
for a new pair of
shoes for myself.”
“When I see a cute
pair of shoes I like,
I tend to buy them.”
“I only buy shoes when
I need to replace an
old/outdated pair.”
“I only buy shoes for
special occasions.”
Agree Completely/Agree Somewhat
“I buy new shoes
every season.”
67%
59% 57% 54%
49%
26%
CLARKS BRAND PULSE STUDY

4. The Leader In
The Category
45% 13% 7% 23% 12%
Understands Consumers’
Needs The Best
45% 16% 14% 5% 16%
For People Like Me 41% 15% 22% 9% 13%
Offers The Best Value 30% 24% 20% 2% 17%
My Preferred Brand 29% 11% 13% 11% 35%
Clarks Is Perceived
As A Leader In The Category
Q: Tell us which one brand listed below you feel
best fits with each statement below.
of respondents consider Clarks
a category leader and believe
Clarks understands consumers’
needs better than other brands.
believe Clarks is of equal or better
quality than competing brands,
offering an advantage over competitors
in brand perception and brand strength.
45% 3/4Over
NONE OF THESE
CLARKS BRAND PULSE STUDY

5. Clarks Ads Generate Interest
And A Change In Perception
From Comfort To Fashion
“The shoes are
stylish and look
comfortable. The ad
is not too busy
to take the focus off
the shoes.”
“I like that the
woman is natural
and easy to relate
to. The shoes are
cute too.”
“I didn’t think Clarks
had cute, fashionable
shoes. Now that I know
that they make something
other than ‘comfortable’
shoes, I am more likely
to consider purchasing
a pair.”
“[I like that the
ads] show cute
shoes.”
CLARKS BRAND PULSE STUDY

6. After seeing Clarks ads, tell us how much you agree
or disagree with each of the following statements
about Clarks shoes for women.
Women Were Engaged
With Clarks Ads…
Q:
“These ads give me a positive impression of the Clarks brand.” 94%
“These ads are fun.” 86%
“These ads are relatable.” 81%
“These ads catch my attention.” 79%
“These ads increase my interest in considering/buying Clarks
shoes for myself.”
62%
“I’m interested in learning more about the Clarks brand based
on seeing these ads.”
62%
“I learned something new about the Clarks brand from
these ads.”
49%
Agree Completely/Agree Somewhat
CLARKS BRAND PULSE STUDY

7. Which of the following actions would you say
these ads inspired you to take?
...And Were Inspired To
Take Action
Q:
40% noted that they were now more
likely to purchase the brand
after viewing the ads.
Look for Clarks shoes
in a retail store
Visit the Clarks
website
Look for more
information about
Clarks shoe
Discuss Clarks shoes
with others
Recommend Clarks
shoes to others
51%
41%
32%
9%
6%
CLARKS BRAND PULSE STUDY

8. BHG Women Love Clarks!
“They have
younger styles
that would
suit me.”
“The ads were so
whimsical and yet the
shoes pictured looked as
well-made as I remember
Clarks to be. And cute!”
“Great job making
the brand current
and appealing to
younger women.”
“The shoes
pictured are what
I would wear.
Tell me where to
find them!!”
CLARKS BRAND PULSE STUDY

9. For more information about how BHG
can help you reach more customers for Clarks,
please contact your Account Executive,
Bridget Quirk at 212.499.1934 or
bridget.quirk@meredith.com