Brand Book 2015 profile: Lucy Hagen, Clarks

C&IT's Brand Book 2015 talks to Lucy Hagen, group conference and events manager at historic footwear retailer Clarks.

Lucy Hagen, Clarks
Lucy Hagen, Clarks

Clarks' Lucy Hagen has worked for the footwear brand for the past three years. With a background in marketing, she's been in the events industry for more than ten years and has a real passion for bringing content to life.

What type of internal events do you run at Clarks?

In terms of internal events, we run two global sales launches every year, to inspire and inform our salespeople about the latest seasonal styles the brand has to offer. The last event, which was held at Tobacco Dock in London in June, was a chance to showcase Clarks' Spring/Summer range for 2016. Our events attract salespeople from our four key markets - UK, Europe, Asia Pacific and the Americas.

What are your key challenges?

We have people coming from all over the world, and often English is not their first language, so it's pretty intense with a large volume of information being delivered in a short timeframe. Content needs to be punchy, relevant and memorable. When they've travelled so far, the last thing we want are big breaks between sessions, or uninspiring displays for the shoes. We also need to try to think creatively about how we deliver content. For example, we want to create the same look and feel across all presentations, but ensure that the personality for each range comes through for men, women, kids and Originals.

How do Clarks' internal events affect the business?

The internal events are basically the go-to-market preparation for our sales teams. For a lot of them it's the first time they see that product and understand it, with all the necessary supporting marketing and trend information. It offers them a complete picture to go and sell to our customers more effectively. It's really beneficial to the company.

The events are quite small scale - about 300 people usually attend - but they have an important message to share. At the moment it's very much a sales launch, but ideally we'd love to expand the event and ensure we can share what is a great brand experience.


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