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.

More:

C&IT to host Brand Book Live at Mandarin Oriental

Brand Book 2015 profile: Kylee Rush, Volvo

Brand Book 2015: Retail's battle to be different

Brand Book 2015: Danone's annual conference inspires staff

• For more breaking news and in-depth features, sign up to C&IT Magazine's daily Newstracker here

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
8 activities in... Mauritius

8 activities in... Mauritius

Home to white sands, rum punch, high-octane water sports and natural wonders.

Government offers £250,000 to boost broadband in conference venues

Government offers £250,000 to boost broadband in conference venues

Conference centres across the UK can apply for new funding to improve broadband and attract more international business.

Why influencers are a big part of Las Vegas' MICE strategy

Why influencers are a big part of Las Vegas' MICE strategy

Las Vegas Convention and Visitors Authority's new MICE manager discusses influencers and why hotels within hotels are the latest trend.

In pictures: Hilton Garden Inn opens in Lithuania

In pictures: Hilton Garden Inn opens in Lithuania

The Hilton Garden Inn Vilnius City Centre has events facilities and a rooftop terrace and is the brand's first property in the country.

48 hours in Zagreb

48 hours in Zagreb

A two-day incentive itinerary in the capital of Croatia, from Esplanade Zagreb Hotel to a culinary workshop at Dolac Market.

Brand experience trends from around the world

Brand experience trends from around the world

From borderless marketing campaigns to hyper-personalisation, INVNT's leadership team share their insights.

3 ways event planners can find that creative spark

3 ways event planners can find that creative spark

Artist Phil Hansen, MPI keynote at IMEX America, explains how embracing your limitations can inspire new kinds of creativity.

Case study: KFC's RGM Fest

Case study: KFC's RGM Fest

The fast food giant worked with ITG to give its annual event for general managers a festival theme.

First pictures: Guitar Hotel set to open in Florida

First pictures: Guitar Hotel set to open in Florida

The $1.5 billion expansion of Seminole Hard Rock Hotel & Casino Hollywood opens in October with a 'lagoon' and overwater cabanas.

Experts debate whether agencies should charge for pitching

Experts debate whether agencies should charge for pitching

GOTO Events, DRPG, First Event and Clive discussed pitching strategies and the costs involved in big proposals.

LATEST JOBS