CICA Trainers: How Advertising Helped Clarks Gain Entry Into The Premium Trainer Market

Launch of Clarks shoes new trainer brand, CICA. Clarks faced several challenges launching into the lucrative premium trainer market. Although they had an own label trainer, it was failing. Problems due to its association with 'comfortable' shoes for children and older people and difficulties with distribution in rival sports shops. Solution: A new brand was launched. 2 TV ads were developed. Results: sales increased, price premium was maintained. Increased share. CICA had almost entirely replaced own label brand, within 2 years. Brand and advertising awareness, effect of desirability of the brand, demonstrated by Carrick James research among children. Financial contribution of advertising to profit is estimated at over £1.3 million 1992-4