Clarks Focus Group Feedback

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Market Research for Clarks
Students from Preston School and The Gryphon
School
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Research Objectives

• Investigate what 11-12 year olds think of the
  Bootleg brand and its posters
• Investigate what styles and brands are in trend
  at the moment
• Make recommendations to Clarks about the posters
  

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Agenda

• Profile of who we spoke to quant survey and
  qual groups
• What target are wearing and opinions of brands
  (quant)
• Including people who wear Bootleg
• Whats cool / not cool (quant and qual)
• Opinion of Clarks/ Bootleg in detail
• Majority opinion versus minority who wear
• Responses to tagline and logo
• Response to posters
• Conclusions and recommendations

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Method

• State what activities were undertaken

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Clarks Focus Group Feedback
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Focus Groups on Advert Research Findings

• Boys
• They thought that the models looked cool except
  the geek who was in school uniform.
• They didnt like the background.
• They thought the advert needed to be more
  interesting.
• They thought the background of the advert should
  be blue instead of green.
• Places they buy shoes are JJB Sports, Brantano
  and Sportsworld

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Focus Groups on Advert Research Findings

• Girls
• The models should be older
• The models should be more individual they should
  look more like normal people
• They there should be more shoes in the advert and
  
• the shoes on the advert should be bigger and more
  obvious.
• When asked if they shop in Clarks the students
  said
• its too expensive and reminds us of when we
  were younger
• Places they buy shoes are New Look, Shoe Zone
  and Brantano

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Focus Groups on Advert Research Findings

• Boys and Girls Advert
• They said there should be more shoes featured.
• They didnt understand why the slogan was Take
  Control and sounded like something an alien from
  The Simpsons would say!
• They didnt like the name Bootleg why is it
  called Bootleg

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Suggestions for Improvement

• Older models
• Separate Bootleg outlets from Clarks
• Focus on shoes in the advert
• Models who are more natural

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Potential models for advertising

• Use trend setters and celebrities e.g. Miley
  Cyrus (Hannah Montana) and Bart Simpson. This
  would be expensive but a good idea because 11-13
  year olds like them.

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Collage Analysis
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The Cool Wall.

• Cool picture

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The Cool Wall.

• Mainly sports focused.
• Colourful (bright colours).
• Dominated by major sports brands (Nike, Adidas,
  Puma).

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Not On Your Life..
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Not On Your Life..

• School shoes mostly.
• Bulkier.
• Plain design.

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Students view of Clarks
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Students view of Clarks

• Kids (mum chooses your clothes)
• Old grandparents out of touch.
• Academic serious
• Female!

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In conclusion

• We found out that kids aged 11- 12 think that
  colourful, bold and sports-based shoes are
  desirable.
• Major brands dominate. Brands that everyone knows
  about.
• Clarks are not seen as fashionable. Clarks does
  not appeal to the Bootleg target market.

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Clarks Logo Tag LineFeedback
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Bootleg brand name

• The word bootleg didnt seem to mean
  anything.
• Not a cool name to be associated with.
• Doesnt sound grown up.
• Both male and female agree on these points.

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Logo
?
The majority of male and female said the logo
didnt stand out.
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Poster
This shows that the majority of 11-12 year olds
dont even notice the shoes in a poster that is
meant to advertise them. They also said the
posters didnt stand out.
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Poster

• From our results it shows that a lot of
• 11-12 year olds thought that the poster was not
  an effective way of advertising shoes because the
  poster mostly focuses on the clothes.

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Recommendations
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Thank you for listening
We are happy to answer any questions