The footwear retailer has used simple yet effective, seasonal displays to draw shoppers’ attention at its Regent Street store, finds John Ryan.
Although its products are of high quality and it has done much to alter perceptions about the formerly somewhat mundane nature of its store interiors, it might still be a stretch to imagine that a Clarks store could feature as a Store of the Week.
Yet stand in front of any of the windows of its Regent Street flagship, with a scheme created by Clarks’ in-house team and produced by Harlequin, and it is difficult not to be impressed at how it achieves so much with relatively little.
This is a store that has consistently put shoes at the heart of its displays, but in a manner that involves mood and vista creation while in the same moment retaining a reputation for being sensible and ‘British’.
Currently, three pastel-backdrop windows provide the setting for a kaleidoscope-like display featuring spring/summer insects with a single shoe at the centre of each window.
Beatrix Potter meets Arthur Ransome perhaps, but this is not only incredibly simple, it is also a clear demonstration of how opinions about products are influenced by powerful and imaginative visual merchandising.
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