The Clarks Point of Sale (POS) collection of over 18,000 pieces offers a unique insight into the marketing and advertising of Clarks shoes and their customers over the last 100 years.
Clarks originally used Point of Sale material as a means of advertising their brand and wares within the independent shoe retailers which sold their products across the UK and beyond. Point of Salew as used in order to encourage customers to enter a shop and to purchase products. This can vary from large shop window banners and display miniatures, to small price tickets for individual shoes within a particular range.
Little Point of Sale material survives from the 19th century, with Point of Sale being generated in large quantities from the 1920s onwards as part of a nationwide campaign to promote the firm vigorously, accompanied in part by the introduction of the Clarks logo in 1937 alongside the emergence of the Peter Lord chain of shoe shops. The Trust still collects Point of Sale used in Clarks shops today.
For many years, Clarks used its own model-making workshop and printers in Glastonbury to produce Point of Sale material on a seasonal basis and by popular range and gender. Clarks also recruited well-regarded illustrators and photographers to produce campaigns, including John Hinde, David Bailey, Mela Koehler and Helmut Newton.
The styles of Point of Sale have changed over time to reflect trends in popular culture and fashion and other socio-economic influences, such as best-sellers or particular consumer types. The hand-drawn illustrations and miniatures of the early 20th century made way for photography-based point of sale in the 1930s onwards and interactive digital media in the 21st century.
Types of Point of Sale
- Banner, pelmet, wall hanging, transfer, border (for shop windows)
- Base and base unit; display unit
- Display board (slotted onto stand/unit), display card and showcard
- Display miniature (3D model)
- Display set (large, multi-part sets, esp. from the early 1950’s)
- Display ticket – for the smaller pieces which often have a size of shoe model name
- Header (to display on shoe racks)
- Instructions for display and assembly
- Leaflet and letter (regarding new ranges/styles and/or how to merchandise)
- Order form
- Original box, envelope and packaging
- Price stickers and tickets
Viewing the Point of Sale
A selection of items from the Point of Sale collection are on permanent display in the Shoe Museum, Street.
Access to the Trust’s POS collection in store may be arranged in the Reading Room by advance appointment. Access may be limited due to Data Protection or other restrictions such as commercial sensitivity and intellectual property. Please contact the Trust for more information.
For more information about the Point of Sale collection see:
- History of Point of Sale
- Trends and Fashion in Clarks Point of Sale
- Key Illustrators and Artists in Clarks Point of Sale
- Index of Key Illustrators and Artists
- Biographies of Key Illustrators and Artists
- Actress Endorsements of the 1940s and 1950s
NW, CB and KV 11/11/2014, rev. 25/11/2014