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A week after Clarks Originals unveiled its
Clarks and Jamaica marketing documentary, The Gleaner newspaper has reported that all is not well with the British footwear company financially, resulting in it “launching its new Dancehall campaign aimed in part at reconnecting with Jamaican ‘cult’ consumers, as a way to regain lost sales”.
In The Gleaner report titled
Clarks Targeting Jamaica’s Cult Buyers, business reporter Steven Jackson quoted Clarks former CEO Giorgio Presca as saying in the company’s annual report, that the Clarks has “lost connection with the main customers and accounts in our key wholesale markets”.
“Consumers lack emotional affinity with our brand. People today buy a brand because they feel that the brand represents them and has created an emotional connection with them,” Presca said.