History of Point of Sale

Clarks Clippers miniature, 1953

Clarks Clippers miniature, 1953

For many years, Clarks used its own model-making workshop and printers in Glastonbury to produce Point of Sale material on a seasonal basis (spring/summer and autumn/winter each year) and by popular range and gender.

In particular, Hugh Bryan Clark (1887-1977) helped to develop Point of Sale as a key marketing tool. As well as recruiting well-regarded illustrators, he also commissioned photographic endorsements from popular British and American actresses and dancers during the 1940s, many photographed by Clark family member John Hinde (1916-1998). Hugh Clark was succeeded as Sales and Marketing Manager by John Anthony ‘Tony’ Clark (1908-1985) in the post WW2 period.

Stanley Berry also played a key role in developing Point of Sale. He joined Clarks as an office boy on leaving school in Street and came from a local family who had worked for the company. He set up the Advertising Department from 1931 and became Head of Advertising in the 1950s. In April 1972 he retired as Advertising Director after more than 50 years with the business. Richard Clark and Glyn Owen Hughes took oversight of the department before the appointment of Michael Fiennes as Marketing Director, with Robert Wallace as Advertising Manager.

Chronology

Clarks Dainty Shoes, 1905

c. 1905

1849-1919
The first known and dateable Clarks Point of Sale is by John Aubrey Clark, son of Cyrus Clark, and is a showcard for 1849, featuring a stage/theatre scene in red and green. Point of Sale for this period is very rare, and the collection contains only approximately 50 pieces, many relating to Tor. Also popular was the Hygienic range, dating from the 1880s. Hamilton King’s Dainty showcard showing a female dancer (c. 1905) was apparently thought too racy for the British market.
Styles/ranges: Tor; Hygienic

1910-1919
There is only a limited amount of Point of Sale from this period, most of which are later copies. The collection does include an original drawing by Fred Taylor (1913).
Styles/ranges: Tor; Dainty

Clarks Tor shoes, 1928

1928

1920-1929
Drawings and illustrations by Edward McKnight Kauffer (1924-1925), L Rowles (1925), Mela Koehler (1927-1929), Freda Beard (1928), and D Armstrong (1929).
Styles/ranges: Adonis; Everywhen; Tor; Wessex

1930-1939
Drawings and illustrations by unidentified artist identified by an orb symbol (1931), as well as D M Batty (1931), Lillian Hocknell (1931), F (1931), ? Eore (1934), Tod Draz (1934), Bruce Angrave (1937), Marshall Thompson (1937), Shep (1937), Southby (1938), Chandler (1939) and Roni (1939). Photography was used for first time in late 1930s. Includes Belgian example for Sylvia (1932) as well as first examples for Peter Lord shoe shops.
Styles/ranges: Everywhen; Tor; Wessex; Curator; ‘Clarks American Fittings’

Clarks sandals, 1946

1946

1940-1949
Drawings and illustrations by G R Morris (1941) and D M Batty (1946). Animal photography was used in POS from early 1940s as well as photographic actress endorsements created by by John Hinde from 1941 onwards. These featured famous actresses of the day including: Helen Burke (1941), Margaret & Toots Lockwood (1946), Pamela Matthews (1946), Moira Lister (1947), Jean Simmons (1947), Margaret Lockwood (1947), Valerie Hobson (1947), Ann Todd (1946), Eve Ashley (1948), Philippa Hyatt (1948), Hazel Court (1948), Beatrice Campbell (1948), Helen Shingler (1948), Eileen Herlie (1949), Cecilia Colledge (1949), Glynis Johns (1949) and Dolores Gray (1949).
Styles/ranges: Skyline ‘Clarks American Fitting Shoes’ (1941-); Serenity (1946-); Sandals, Leisuals (1947-) and Clippers (1948-)

Clarks Flotillas, 1956

1956

1950-1959
Drawings and illustrations by Alistair Michie for Country Club (1950-); Aubrey Rix for Clippers (1950-); Jacques Demachy for Skyline (1951-). Photographic actress endorsements: Margaret Laywood (1950), Pat Kirkwood (1951), Margaret Lockwood (1951-1952) and Yvonne Marsh (1951-1953).
Styles/ranges: Skyline (1950-), Country Club (1950-), Serenity (1950-), Joyance (1952-), Solite (1952), Chupplees (1952), Flotillas (1956), Torflex (1956), Coronellas (1956), Sailmakers (1958) and sandals

1960-1969
Includes photographs by David Bailey (featuring Jean Shrimpton as model) for Hardy Amies’ range of formal men’s shoes.
Styles/ranges: Igloos, Country Club, Skyline, Clippers, Wessex, Serenity, Desert Casuals, Junitor, Cumulair Soles, Play-ups, Pussyfoot Soles, Wessex Top Twenties (1960); Tormaster, (1961); Profile (1962); Lucky-Two-Shoe-Club (1963); Hardy Amies (1963-), Miss Skyline (1963)

Clarks Polyveldt, 1977

1977

1970-1979
Drawings and illustrations by Alan Cracknell (1971) for the Brotherhood Clarks boys’ range of shoes.
Styles/ranges: Nature trek, Polyveldt, Cityveldt, Levis for Feet, Contura

1980-1989
Drawings and illustrations by Syd Brak (1986) and René Gruau (1986) for unspecified women’s ranges. Photographs by Helmut Newton (1987) for Originals.

Styles/ranges: Magic steps, First class, Hardware, Big Grippa, Colour, Bootmakers, City, Softwear

Clarks Active Air, 1991

1991

1990-1999
Styles/ranges:
Rangers, GeoTech, Footshoe, CICA, Megaware

2000-present
The post-2000 Point of Sale material has not yet been catalogued.

Further information

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