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Clarks Brief History Clarks have is today renown around the world as being one of the leading shoe brands. They have developed phenomenally having initially started as a family business 179 years ago. Clarks have been successful due to their ability to adapt themselves to different market conditions such as technology and production. For instance they reluctantly had to move all their production abroad in order to maintain their competiveness in the market, but yet maintained their commitment in manufacturing Clarks Shoes of high quality. Clarks as a company has since then grown strength to strength globally and are today the fourth largest footwear company in the UK. It was during the 1930’s when Clarks started their first advertising campaign. Having developed a wide range of products the need to undergo advertising was essential. This was quickly followed through with new openings of their own shops, the introduction of width fittings to their children’s shoes collection and finally their first Clarks foot gauge. Looking back today these two innovations was a benchmark for Clarks in the care of growing feet. New Technology In terms of Technology Clarks have continuously invested heavily in Research and Development this has been evident with their innovation illustrated below. These investments has only enhanced and strengthened Clarks footwear image as a brand. Their footwear technology has provided them with new avenues to create new design that not only looks good but feels good too. For instance superior features such as the soft-feel linings that keep out the cold, underfoot cushioning to the ultimate lightweight flexibility, to Clark shoes that light up when you walk etc... Mens – (Active Air, Ortholite, Gore Tex Material, Flexlight, Warm lining) Womens – (Acive Air, Ortholite, Flexible Platform, Gore Tex Material) Childrens – (Active Air, Ortholite, Megalights, Lights, X Impact, Gore Tex Material, Phylon) Clarks ‘Soul of Africa’ Trade Concept Aside from Clarks being a very successful organisation they have also contributed in helping to fight back some of the global problems we face. South Africa as a country faces many ongoing challenges most notably Aids whereby this virus till today has taken the lives of individuals. Today South Africa has in excess of two million children orphaned by the excess of Aids pandemic. The aim of objective of Clarks to launch Soul of Africa was a unique way to fighting back. Soul Africa was launched in 2004, this concept operated on two levels. The first of which was to provide local communities woman to hand stitched footwear and secondly to proportionate a percentage of the sale of these footwear and fund children affected by Aids. Overall this concept by Clarks have helped to ease some of the concern and many challenges South Africa faces. This scheme has not only benifited children suffering from Aids but has also created employment whereby each Soul of Africa stitcher to earn money and provide a decent living for their family and loved ones. Since this project was founded Soul of Africa in 2004 £700,000 has been raised (exchanges rate as of March 2009).