For years Clarks longed to be able to talk about being fashionable, but didn’t dare. It took us a lot of time and effort (including an argument with Mary Portas, admittedly before she was a household name) to persuade them that they could.
Sure, they couldn’t claim to be fashionable in the context of A-list parties and red carpet events, but there was plenty of room for them to do it in more ordinary circumstances. Most people want to look good whatever they are doing, whether that’s going to work, down the road, or to the supermarket. And it was round these everyday events that Clarks could play a role.