Lauren Smith | 21346966
1.
CLARKS ORIGINALS | BRAND OVERVIEW & IDENTITY
Marketing, Communications & Collaborations
Page 3-9
2.
YORKSHIRE TEA | BRAND OVERVIEW & IDENTITY
Marketing, Communications & Collaborations
Page 10-15
3.
TARGET AUDIENCE & THE COLLABORATION MOOD BOARD
Page 16-17
4.
THE COLLABORATION:
Campaign Strategy, Narrative , Reasoning & Channels
Page 18-20
5.
THE COLLABORATION: Slogans & Co-Branding
Page 21
6.
PRE-CAMPAIGN | COLLABORATION VISUAL DELIVERABLES:
OOH, Product Design & Merchandise, Packaging, Page 22-29
7.
POST-LAUNCH: Evaluation, Marketing Metrics, Cope & Maloney
Page 30
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BRAND OVERVIEW
Clarks Originals is a British footwear brand that originated in Somerset, England. Since its founding in 1825, the brand has made a name for itself. Nathan Clark’s ‘iconic’ and classic Desert Boot, designed in 1950, has remained relevant and is still for sale today. The brand’s Wallabee shoe has remained popular over the years, from the streets of England to America’s hip-hop scene, and essentially worldwide. Clark’s values of craftsmanship and innovation, as evidenced by their Trigenic shoe, which was designed in response to modernity.
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Figure 1
BRAND IDENTITY C
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BRANDING
LOGO/ LOGOTYPE
FONT & TYPEFACE COLOURS
Logo font: Custom font for both LOGOS
Website Body Text: Montserrat, sans-serif
APPENDIX 1
SLOGANS
Variety of slogans:
“Then.Now.Always.”
“Always...”
“Comfort in your sole”
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STRENGTHS:
Established & Strong Reputation: Clarks Originals has a long history that dates back to 1825. This heritage has aided the brand in building a strong reputation and brand recognition in the footwear sector.
Iconic Designs (USP): The desert boot and other Clarks Originals styles are timeless, which has assisted the brand in gaining a loyal customer base and following.
Value of Craftsmanship: Clarks Originals is known for its high-quality materials and craftsmanship, which has helped the brand establish a reputation for comfort and durability.
WEAKNESSES:
Limited product line: compared to other footwear brands that provide a variety.
Lack of global recognition: May limit its potential for growth.
Dependence on traditional designs: The brand might find it difficult to appeal to younger and fashion-conscious customers who want more modern and trendy styles.
OPPORTUNITIES:
Expanding product lines: Clarks Originals could expand its product offerings to include more styles and categories, like as sandals or trainers, to appeal to a wider range of customers.
Expanding Internationally: Could focus on expanding, to reach markets outside of Europe and take advantage of growth opportunities.
Marketing: Clarks Originals could utilise digital marketing strategies, such as social media and influencer marketing, to reach younger consumers and build brand awareness. For instance, via YouTube a podcast/gameshow featuring relevant influencers which will gain a wider and younger audience.
THREATS:
Competition: Many established and emerging brands competing for market share and may face increased competition from other brands that offer similar designs and target the same audience.
Economic Changes: Cost of living and the general fluctuating state of the economy could impact consumer spending on footwear and have a negative impact on sales.
Changes in Consumer Behaviour: The industry is subject to changing consumer preferences, which could negatively impact Clarks Originals’ ability to maintain its customers or attract new customers.
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Clarks Originals x Levis Vintage Clothing
A collaborative collection channelling the alternative rock and dance culture in Manchester in the late 1980s, which produced an entirely new scene. Both the sound and the style became louder and the preferred footwear were Clarks. According to Clarks (2021b), this collection captures the bright and bold acid-house vibes of the distant past.
Clarks Originals x Sweet Chick
The brand collaborated with chicken and waffle chain Sweet Chick, originating in Brooklyn. Together they exclusively launched the ‘Wafflebee’ shoe, playing on Clarks’ Wallabee shoe and the Sweet Chick’s restaurant theme (Brain, 2021). The shoe consists of the waffle texture and pattern, and the foundation of the Wallabee silhouette. The Wafflebee comes in two colourway options, Brown/Raspberry and Natural/Herb.
Figure 2
Figure 3
Clarks Originals Jamaica Pack
Re-Released Clarks and Jamaica Collection
Clarks in Jamaica have been embedded into Jamaican culture for more than 60 years, and seen as a classic shoe choice. The designs pay homage to the Jamaican flag, its colour-ways, the heritage-inspired patterns and embroidery. The re-released collection features three Clarks Originals’ shoes including Desert Jamaica, Jamaica Bee and Jamaica Trek (Clarks, 2021a). Many reggae and dancehall artists often make reference to Clarks in their lyrics (Fingers, 2012).
Clarks Originals x Adidas x KITH/Ronnie Fieg
As part of the Clarks 8th Street Project by Ronnie Fieg, it features a reworked Adidas Sambas which takes components from all three brands.
The silhouette and three-striped branding based off Adidas, The suede and platform sole from Clarks. The reworked design concept from Fieg
Figure 5
Figure 4
Clarks Originals x COLORSXSTUDIOS
COLORSxSTUDIOS is a music platform that showcases the talent of emerging and established music artists, with a unique aesthetic of performances in their studios. What is unique about this is that each studio has a different coloured background. To join the two brands together, artists were dressed in Clarks’ footwear which matched the colour theme of the background (Clarks, n.d.). This collab featured the performances of artists such as Snoh Aalegra, Ama Lou, 070 Snake, and Mick Jenkins.
Figure 6
Figure 7
“ALWAYS BE ORIGINAL”
BRAND OVERVIEW & IDENTITY
Founded in 1886, Yorkshire Tea is a company originating in Harrogate. The brand began as a family business. Charles Taylor and his two sons launched the business with the consideration of “suiting” the local water in the village. Yorkshire Tea was initially named C. E. Taylors & Sons, and as word spread the brand became known for quality. In 1896, they won the gold medal at the London Grocery Exhibition (Yorkshire Tea, n.d.). Though one of the most famous tea they make, Yorkshire Tea also founded the company Taylors which specialises in green teas, fruits teas, black teas, herbal infusions as well as coffee.
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BRAND IDENTITY YT
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CURRENT BRANDING LOGO/LOGOTYPE
FONT & TYPEFACE
Logo font: Custom logotype & font
Website Body Text: Arial & Helvetica, sans-serif
COLOURS
APPENDIX 2
SLOGANS
“Let’s have a proper brew”
“Where everything is done proper”
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STRENGTHS:
Established company with history: The brand is recognisable and known therefore garners trust from the general public.
Traditional beverages: Many people consume tea
Ethical sourcing: Tea leaves from sustainable and Fairtrade verified suppliers.
Involved: Active participation in numerous environmental and social initiatives
WEAKNESSES:
Limited digital marketing and social media presence: (Instagram 74.7k) Twitter (200k), TikTok (22.5k), Facebook (234k), YouTube (6.45k subscribers).
Shortage of innovative branding strategies: Missing out of opportunity to increase relevance and modernity
Lack of presence internationally
Limited product offerings advertised
OPPORTUNITIES:
Grow social media presence: Target and cater to Gen Z via social media, this will build a wider audience and increase exposure and relevance,
Expand into international markets: The global tea market was 207.1 billion U.S. dollars in 2020, and is expected to rise to 266.7 billion U.S. dollars by 2025 (Statista, 2023).
Introduction of new tea products: Promote a new fruit/ herbal tea, according to a dossier produced by Statista (2022), fruit and herbal tea produced 70.9 million U.S. dollars in sales, the highest in organic teas - green tea and black tea.
Highlight the brand’s value of sustainability: As consumers become more eco-conscious, Yorkshire Tea should leverage its current values.
THREATS:
Competition: Other established and emerging tea brands are constantly competing for market share
Changes in the economy: The past pandemic and the current cost of living crisis, have affected consumer behaviour and many desire to spend less, save more and acquire discounts and bargains.
- Shifts in tea prices due to the global market conditions
MARKETING & COLLABORATIONS
Yorkshire Tea x Alpro 2021
With the growing increase of dairy-milk alternatives, Yorkshire Tea partnered with Alpro (Campaign Live, 2021) ,which is the most well-known oat-milk brand in the UK (Statista, 2023b).
“Tina’s Leaving Do” 2022
Apart of their continuous “Where Everything is done Proper” Campaign (Campaign Live, 2022)
Featuring English actor Sir Patrick Stewart
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Figure 8
Figure 9
“Dazzling Brew. Dazzling Box”
Out-of-home Advertisement.
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Figure 10
TARGET AUDIENCE: The Thrifty Youth
Age: A combination of Gen Z and Millennial individuals (18-28) but not limited.
Gender: Any gender, the audience will have an open-approach to gender identity.
Income: Average to Middle income. They will purchase more expensive products from time to time and will have interest in participating in trends.
Background: A mix of households, both brands often gain consumers from working-class and middle class backgrounds.
Values: Open-mindedness and Authenticity
Lifestyle: Active, enjoys exploring new spaces and experiences. Prioritises selfcare of mental health. They’re up-to-date with popular culture and entertainmentfashion, music, film, the media.
Personal style: A mix between streetwear and thrifted clothing, interested in preloved garments.
Social media usage: Frequent user of social platforms, invested into Instagram, YouTube and TikTok.
Attitudes: Prefer brands that demonstrate their awareness in their interests, offer transparency and are actively socially responsible.
GEOGRAPHICS
Country & City:
Lives in a UK city or town, and frequently engages in trendy fashion styles with an awareness of youth culture and individuals from diverse backgrounds.
Ethnicity: Any ethnic background, but will be aware of British culture and media trends.
BEHAVIOURAL
Purchase behaviour: Likely to buy products online and in-app rather than in brix-andmortar stores, unless with a motive. They seek out to try what’s new and look for discounts, deals or limited edition items. Often tries new trends.
Often influenced by viral trends via TikTok and Pinterest. They consistently check social platforms, to see what others’ opinions are before engaging. Desires: They value both digital and offline interactions with brands.
Benefits: Often consider what social gain that will acquire from engaging and may conform so that they feel involved and a part of a community they want to identify with.
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DEMOGRAPHICS
PSYCHOGRAPHICS
Figure
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Figure 12
Gen-Z Quality Culture “Cuppas in Clarks”
CAMPAIGN STRATEGY
In correspondence to Cope & Maloney’s ‘Campaign Planning: Make it Happen’, a planning journey is to be set out (Cope and Maloney, 2016:18). The main goals of this co-branding collaboration is to further increase both companies’ exposure and innovative nature to connect with a younger and wider audience. Overall this campaign aims to increase engagement with between both brands and the consumer.
Both brands will benefit from this campaign in similar but different ways, Clarks Originals will lead the partnership due to higher social media exposure and international presence. On TikTok, the brand has a following of 2.2 million and 1 million followers on Instagram. Clarks Originals will target a broader audience, responding to the streetwear and thrifting style. The partnership will form its own niche, as niche is becoming the norm Gen Z leans into authenticity as a core value (Ho, 2023). The collaboration and campaign gives Yorkshire Tea a wider platform and a moment to engage with Gen Z and the millennial generation. Yorkshire Tea will be beneficial to Clarks as they were the second leading ‘standard/decaffeinated’ tea brand in Great Britain in 2021. Clarks and Yorkshire Tea will join forces and highlight British culture and ‘tea-drinking’ traditions. The partnership will enhance both companies’ authenticity and appeal to a younger demographic, Clarks will be even more accessible. Clarks’ has successfully appealed to multiple demographics, having a popular iconic shoe, the Wallabee, which many Gen Z buyers have sought after. Clarks’ chief marketing officer stated “Appealing to the years between the young and the old is what we’re aiming for… we do have something for everyone” (May, 2022).
The purpose of the collaboration is to create a campaign strategy in response to Gen Z behaviour towards brand cultural relevance and the state of social media powered commerce. According to WGSN (2021), brand connection is formed through the exchange of cultural and social values, and cultural relevance will define brand’s success as much as financial revenue. Clarks is known for classic shoe designs, hype and innovative collaborations that demonstrate their awareness. Yorkshire Tea is known for its British heritage and emphasis on quality and tradition; So that Yorkshire Tea isn’t dependent on one product line and tradition, the collaboration will appeal to younger consumers who crave new and innovative products and experiences that are culturally relevant. The collaboration will tackle Gen Z demands for genuineness in online and offline interactions. Therefore, it would be successful to introduce the opportunity for Gen Z customers to engage with brands through authentic interactions and tailored experiences (YouGov, 2023)
Having had a partnership with a restaurant chain(Sweet Chick), for Clarks a collaboration with Yorkshire Tea won’t be too out-ofthe-ordinary for the brand and creates a USP.
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THE COLLABORATION & NARRATIVE
The message to this consumer is to be the significance of transparency in all parts of life not solely environmental sustainability. The pre-launch pop-up will feature a Yorkshire Tea Tasting station and “Clarks’ Crep Cop” station. Throughout this experience, participants will be educated about the process that goes into creating Yorkshire Tea and the opportunity to trade in old fabric for either a pair of the early released Clarks x Yorkshire Tea Trainer or the new Tea Blends.
During the campaign the “Cuppas in Clarks” YouTube video content will be launched. Content will feature influencers will feature a series of videos where Gen-Z’s favourite creators sit down and discuss personal topics such as, love, life, trauma, mental health, funny stories - wearing Clarks’ products and cup of Yorkshire Tea as a refreshment . Providing a space which they are heard or can relate to, whilst being “entertained”.
The collaboration will tap into cultural and nostalgic power; many of the ‘90s and ‘00s consumers would’ve grown up wearing Clarks as their school shoes, from the Wallabees to the Clarks T Bars (Capon, 2016). Vicarious nostalgia marketing involves audiences in the story of the product being promoted, which can help close the gap between brand authenticity and Generation Z’s suspicion (Caballero, 2020). Consumers will be invited to Clarks X Yorkshire Tea pop-ups featuring the interactive components the option of bubble tea. Limited edition Clarks shoes will be made with inspiration of earthy colour ways in tune British landscapes and Yorkshire tea branding. The shoe line options will reflect the diversity of Britain.
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CHANNELS
The main media platforms for the collaboration will be Instagram, TikTok and YouTube. Promotional content will be across all platforms. According Statista (2023c) 51.6 percent of social media users in the UK were women, so there is an nearly even coverage for genders.
For the “Cuppas in Clarks” series the main outlet will be on Yorkshire Tea & Clarks’ YouTube Channels. Yorkshire Tea’s channel will provide the ‘unseen bits’ from videos on Clarks’ channel . These videos can be clipped into shorter footage which can be uploaded onto other social platforms, in the format of IG Reels, TikToks & YouTube Shorts. Thus increasing engagement.
Social media users aged between 16-24 responded that they use YouTube 63% and another reported TikTok 59% of the time for entertainment purposes ((Statista, 2022a). Therefore targeting using these social platforms will be the most useful.
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SLOGANS/TAG-LINES
Step up Your Tea Game/ Step up ‘York’ Tea Game
The Perfect Pairing
Proper cuppas. Then. Always. Now.
The Tea for Your Sole/Soul
A interpolation of the saying “Step up your shoe game” and the idiom “up your game”. This tag-line encourages consumers to try something new and step out of their comfort zone with a unique collaboration between two brands. The campaign would feature limited edition shoes and tea flavour additions.
“Milky Coffee” Font for potential collab name and branding for a playful and modern look With a red, brown-beige and green colour theme, playing into both brand colour palettes. The brown-beige mimics the traditional colour of tea and also the neutral tones of Clarks.
Body text Montserrat font, as Clarks will be leading the collaboration. It’s more modern and up-to-date aesthetic.
21 ORIGINAL DRAFTED CONCEPT DEVELOPMENT
Active QR Code taking you to the Yorkshire Tea application (prototype) .
VISUAL OUTPUTS
ADVERTISEMENT FOR APPLICATION
OUT-OF-HOME ADVERTISEMENT
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PACKAGING DEVELOPMENT
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SHOE BOX OUTSIDE
SHOE BOX INSIDE
THE OUTER PACKAGING FOR THE NEW TEA SELECTION WILL BE MADE FROM RECYCLED CARDBOARD; TEA BAGS MADE WITH PLA PLASTIC AND WOOD PULP (YORKSHIRE TEA, N.D.) IN ALIGNMENT TO THEIR DUTY OF SUSTAINABILITY.
QR CODE TAKES CUSTOMERS TO THE APPLICATION, TO COLLECT POINTS THEY WILL BE ABLE TO INPUT THE SECOND CODE INSIDE IN THE PACKAGING - TO AVOID INVALID SCANNING FROM NON-CUSTOMERS.
NEW FLAVOUR ADDITIONS:
Lychee & Elderflower Fruit Tea Blend - Beige with red accents
Mint & Caramel Tea Blend - Green with beige colour palette
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PRODUCT DESIGN
PRICE: As the average clarks’ shoe is £140, given that its a limited edition sneaker, those who have used the qr code yorkshire tea mobile application will be able to purchase with early release at £140. After, will be priced at £170 given their exclusivity but awareness to affordability.
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Mint & Caramel
Lychee & Elderflower
APPLICATION PROTOTYPE
DUE TO YORKSHIRE TEA AND CLARKS’ LACK OF AN APPLICATION PLATFORM.
IT WOULD BE HELPFUL TO LAUNCH AN APPLICATION IN WHICH CONSUMERS ARE ABLE TO SCAN QR CODES ON PRODUCT PACKAGING WHICH EQUATES TO POINTS.
QR Code to interactive Figma Yorkshire Tea Mobile App Prototype.
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PRE-LAUNCH
INSTAGRAM STORY POST FOR POP-UP EVENT
INSTAGRAM TEASER POST REVEALING THE COLLABORATION
LAUNCH OF YORKSHIRE TEA APP
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POP-UP EVENT VISUAL
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DURING CAMPAIGN & PRODUCT LAUNCH
INTRO SCREEN
First episode of “cuppas in clarks” will be released 1 week after the product launch featuring loved content creators sitting down and having discussions and quizzes on a variety of topics. This will attract a gen-z audience and garner views during the launch of the products. Measure metrics via engagement: views, likes, comments, subscriber increase.
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Figure 13: Cuppas in Clarks YouTube Mockup (Saving Grace, 2023)
POST-LAUNCH
WHERE ARE WE NOW?
• Consistent consumers
• Established group of consumers
• Trending social media content of brand-owned posts & secondary Consumers creating content regarding the collab & pop-up event.
WHERE DO WE WANT TO BE? EVALUATION
• Use marketing metrics and data to evaluate the success of the collaboration after 4 weeks of the release.
• See where the lack or increase of engagement mainly resides and make changes to strategy where necessary.
• Measure the increase of brand-owned website visitors
• Re-evaluate what marketing budget should be spent on. E.g. lack of engagement, increase advertisements.
• Increasing sales of both brands by 10% within the first quarter
• Continuing to build community
• Marketing strategies such as email marketing to gather and measure information and feedback of post-launch
AUDIENCE & PLATFORMS
• Continue to target aimed audiences,
• Though trending in Generation z & millennial cohort, wide range of audiences are aware of the collaboration
• Continue to remain consistent with media content uploads
Adapted from Cope & Maloney ‘The Planning Cycle’ (2016)
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REFERENCES
Brain, E. (2021) Nas’ Sweet Chicks Cooks Up a Chicken and Waffle-Themed Clarks Originals Wallabee Collab. Hypebeast. [Online] [Accessed on 25th April 2023] https://hypebeast.com/2021/12/sweet-chick-clarks-originals-wallabee-waffle-chicken-nas-john-seymour-collaboration.
Caballero, V. (2020) The Nostalgia Generation. Research Essay.
Campaign Live (2021a) Yorkshire Tea ‘Dazzling brew. Dazzling box’ by Lucky Generals. www.campaignlive.co.uk. [Online] [Accessed on 27th April 2023] https://www.campaignlive.co.uk/article/yorkshire-tea-dazzling-brew-dazzling-box-lucky-generals/1729738.
Campaign Live (2021b) Yorkshire Tea ‘My brew’ by Lucky Generals. www.campaignlive.co.uk. [Online] [Accessed on 27th April 2023] https://www.campaignlive.co.uk/article/yorkshire-tea-my-brew-lucky-generals/1720483.
Campaign Live (2021c) Yorkshire Tea and Alpro ‘My cuppa’ by Lucky Generals. www.campaignlive.co.uk. [Online] [Accessed on 27th April 2023] https://www. campaignlive.co.uk/article/yorkshire-tea-alpro-my-cuppa-lucky-generals/1717768.
Campaign Live (2022) Yorkshire Tea ‘Tina’s leaving do’ by Lucky Generals. www.campaignlive.co.uk. [Online] [Accessed on 27th April 2023] https://www.campaignlive.co.uk/article/yorkshire-tea-tinas-leaving-do-lucky-generals/1792054.
Capon, L. (2016) 7 school shoes all ’90s/’00s kids will recognise. Cosmopolitan. [Online] [Accessed on 27th April 2023] https://www.cosmopolitan.com/uk/ fashion/a45910/school-shoes-90s-00s-kids-will-recognise/.
Clarks (2021a) Clarks and Jamaica Shoes Collection - Originals | Clarks. www.clarks.co.uk. [Online] [Accessed on 25th April 2023] https://www.clarks.co.uk/jamaica-shoe-collection.
Clarks (2021b) Clarks x Levis Mens Shoes - Vintage Mens Suede Shoes | Clarks. www.clarks.co.uk. [Online] [Accessed on 25th April 2023] https://www.clarks. co.uk/mens/vintage-levis-shoes-collection.
Clarks (n.d.) Colors X Clarks Originals - Always Be Original. www.clarks.co.uk. [Online] [Accessed on 27th April 2023] https://www.clarks.co.uk/colors-originals/ ama-lou.
Cope, J. and Maloney, D. (2016) Fashion promotion in Practice. New York: Fairchild Books, p. 18.
Fingers, A. (2012) Clarks in Jamaica. London: One Love Books.
Ho, A. (2023) APAC: Gen Z Priorities 2023. WGSN. [Online] [Accessed on 27th April 2023] https://www.wgsn.com/insight/article/63f345ffb25c48f7c829c64b#page3.
May, N. (2022) Clarks Originals Wallabees: how they became cool again. Stylist. [Online] https://www.stylist.co.uk/fashion/clarks-originals-wallabees/670244.
Rocca, M. (2021) Digital Wellbeing: Shifts & Strategies. www.wgsn.com. [Online] [Accessed on 27th April 2023] https://www.wgsn.com/insight/article/92383.
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Statista (2022a) Social media usage among Gen Z users in the UK 2022, by reason. statista.com. [Online] [Accessed on 13th May 2023] https://www-statista-com.mmu.idm.oclc.org/statistics/1341988/social-media-uk-gen-z-by-reason/.
Statista (2022b) Tea in the United Kingdom (UK). www.statista.com. [Online] [Accessed on 27th April 2023] https:// www-statista-com.mmu.idm.oclc.org/study/24815/tea-in-the-united-kingdom-uk-statista-dossier/.
Statista (2023a) Global tea market size 2012-2025. www.statista.com. [Online] [Accessed on 27th April 2023] https:// www-statista-com.mmu.idm.oclc.org/statistics/326384/global-tea-beverage-market-size/.
Statista (2023b) Most well-known oat milk brands in the UK 2022. www.statista.com. [Online] [Accessed on 27th April 2023] https://www-statista-com.mmu.idm.oclc.org/statistics/1346321/most-well-known-oat-milk-brands-in-the-uk/.
Statista (2023c) Social media audiences in the United Kingdom as of January 2023, by gender. Statista.com. [Online] [Accessed on 7th May 2023] https://www-statista-com.mmu.idm.oclc.org/statistics/1315462/uk-social-media-overview-users-by-gender/.
WGSN Insight Team (2022) Cost of Living: Value Brand Digital Strategies. www.wgsn.com. [Online] [Accessed on 27th April 2023]
https://www.wgsn.com/insight/article/638a210a9806fffb367f9a08.
Yorkshire Tea (n.d.) Our Packaging. Yorkshire Tea. [Online] [Accessed on 28th April 2023] https://www.yorkshiretea.co.uk/ our-packaging.
Yorkshire Tea (n.d.) Who we are. Yorkshire Tea. [Online] [Accessed on 27th April 2023] https://www.yorkshiretea.co.uk/ about-us/who-we-are.
Yorkshire Tea (2021) Yorkshire Tea Bedtime Brew. www.youtube.com. [Online] [Accessed on 27th April 2023] https://www. youtube.com/watch?v=Athjxq82zXc.
YouGov (2023) Leverage social media and augmented reality to engage Gen Z consumers | YouGov. yougov.co.uk. [Online] [Accessed on 27th April 2023] https://yougov.co.uk/topics/technology/articles-reports/2023/01/05/leverage-social-media-and-augmented-reality-engage.
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IMAGE REFERENCES
Bodega (2022) Editorial: Bodega x Clarks Originals ‘Heritage Patchwork.’ Bodega. [Online] [Accessed on 9th May 2023] https://bdgastore.com/ blogs/blogdega/bodega-x-clarks-heritage-patchwork.
BSTN (2021) THE ORIGINALS EDITORIAL. www.bstn.com. [Online] [Accessed on 1.05.23] https://www.bstn.com/chronicles/the-originals-editorial/. (Figure 1)
Campaign Live (2021) Yorkshire Tea ‘Dazzling brew. Dazzling box’ by Lucky Generals. www.campaignlive.co.uk. [Online] [Accessed on 2.5.23] https:// www.campaignlive.co.uk/article/yorkshire-tea-dazzling-brew-dazzling-box-lucky-generals/1729738. (Figure 10)
Campaign Live (2022) Yorkshire Tea ‘Tina’s leaving do’ by Lucky Generals. www.campaignlive.co.uk. [Online][Accessed 12.05.23] https://www.campaignlive.co.uk/article/yorkshire-tea-tinas-leaving-do-lucky-generals/1792054. (Figure 9)
Clarks (n.d.) Clarks and Jamaica Shoes Collection - Originals | Clarks. www.clarks.co.uk. [Online] [Accessed on 11.5.23] https://www.clarks.co.uk/jamaica-shoe-collection. (Figure 4)
Clarks (n.d.) Clarks Originals | Iconic. Authentic. Individual. | Clarks. www.clarks.co.uk. [Online] [Accessed on 1.05.23] https://www.clarks.co.uk/originals.
Clarks (n.d.) Clarks Originals X Sweet Chick. www.clarks.co.uk. [Online] [Accessed on 2nd May 2023] https://www.clarks.co.uk/styles-and-stories/ sweet-chick. (Figure 3)
Clarks (n.d.) Clarks x Levis Mens Shoes - Vintage Mens Suede Shoes | Clarks. www.clarks.co.uk. [Online] https://www.clarks.co.uk/mens/vintage-levis-shoes-collection. (Figure 2)
Clarks (n.d.) Colors X Clarks Originals - Always Be Original. www.clarks.co.uk. [Online] [Accessed on 1st May 2023] https://www.clarks.co.uk/ colors-originals/ama-lou. (Figure 6)
Clarks (n.d.) Colors X Clarks Originals - Always Be Original | Snoh Aalegra. www.clarks.co.uk. [Online] [Accessed on 1st May 2023] https://www.clarks. co.uk/colors-originals/snoh-aalegra. (Figure 7)
F*ck it move to Britain (2014) British flag image. www.tumblr.com. [Online] [ Accessed on 1.05.23] https://fuckitandmovetobritain.tumblr.com/ post/90161476592. (Figure 12)
Gabriel (n.d.) thrift shop | Brechó, Melhores roupas, Roupas. Pinterest. [Online] [Accessed on 13th May 2023] https://www.pinterest.co.uk/ pin/589056826283427708/. (Figure 12)
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Highs Nobiety (2022) THE NEW SUPREME X CLARKS ORIGINALS WOVEN WALLABEE HAS FANS DIVIDED. TrendHunter.com. [Online] [Accessed on 13th May 2023] https://www.trendhunter.com/trends/supreme-and-clark. (Figure 12)
Joe Miller (n.d.) Picture of landscape countryside. Pinterest. [Online] [Accessed on 13th May 2023] https://www.pinterest.co.uk/ pin/498844096240822836/. (Figure 12)
Little Black Book (2021) Yorkshire Tea and Alpro Join Forces to Create the Perfect Plant-Based ‘Cuppa’ | LBBOnline. www.lbbonline.com. [Online] [Accessed on 13th May 2023] https://www.lbbonline.com/news/yorkshire-tea-and-alpro-join-forces-to-create-the-perfect-plant-based-cuppa. (Figure 8)
lottietea (2011) lottie tea--the kettle’s always on | Yorkshire Tea vintage illustration. Tumblr. [Online] [Accessed on 7th May 2023] https://lottietea. tumblr.com/post/2497553745/hurrah-for-the-teapot-yorkshire-tea. (Figure 12)
Pinterest (2019a) Girl holding phone. Pinterest. [Online] https://i.pinimg.com/originals/15/04/85/150485c49427f962ab93713954ba17dd.jpg.(Figure 11)
Pinterest (2021) Aime Leon Dore FW21 Lookbook. Pinterest. [Online] [Accessed on 9th May 2023] https://www.pinterest.co.uk/ pin/498844096240822824/. (Figure 12)
Pinterest (n.d.) CLARKS 1980 chaussures. Pinterest. [Online] [Accessed on 4th May 2023] https://www.pinterest.fr/pin/667940188479118869/. (Figure 12)
Pinterest (n.d.) comfy cafe coffee tea aesthetic dark academia warm. Pinterest. [Online] [Accessed on 13th May 2023] https://www.pinterest. co.uk/pin/11751649019837116/. (Figure 12)
Pinterest (n.d.) Girl on the stairs. Pinterest. [Online] [Accessed on 13th May 2023] https://i.pinimg.com/originals/7f/64/44/7f64449225477f5744b4b6ad5256609b.jpg. (Figure 11)
Pinterest (2019b) Girl with glasses walking. Pinterest. [Online] [Accessed on 10th May 2023] https://i.pinimg.com/originals/fb/fd/21/fbfd21034740646a47b1ef00dce2dbef.jpg. (Figure 11)
Serleth, B. (2023) Ronnie Fieg Teases an Unprecedented Collab Between Clarks and the adidas’ Samba. JustFreshKicks. [Online] [Accessed on 6th May 2023] https://justfreshkicks.com/ronnie-fieg-clarks-adidas-samba/. (Figure 5)
Tran, N. (n.d.) LONDON MOOD FILM PHOTOGRAPHY in 2023 | London street photography, London aesthetic, London photography. Pinterest. [Online] [Accessed on 13th May 2023] https://www.pinterest.co.uk/pin/522628731771635371/.
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DESIGN RESOURCE REFERENCES
(Figure 13) Saving Grace (2023) Locked In Stars Reveal Secret Relationship, WORST Housemates & Getting Hate! FULL PODCAST EP.32. www.youtube.com. [Online] [Accessed on 13th May 2023] https://www.youtube.com/watch?v=wULkyRf52DE.
Szaman (2022) Paper Box on Wood Floor Mockup — Mr.Mockup. Mr Mockup. [Online] [Accessed on 13th May 2023] https://mrmockup.com/paper-box-on-wood-floor-mockup/.
Szaman (2023) Citylight on a Bus Stop PSD Mockup — Mr.Mockup. Mr Mockup. [Online] [Accessed on 13th May 2023] https://mrmockup.com/citylight-on-a-bus-stop-psd-mockup/.
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APPENDICES
APPENDIX 1
APPENDIX 3
Notes & Planning
APPENDIX 2
Screenshots of developer tools & coding used to find website branding specifics.
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