Introduction to business for the creative industries Essay

Introduction to business for the creative industries - Essay Example anding its operations across several parts of the world included North America, India, Eastern and Western Europe and China thereby making it the forth biggest footwear manufacturer and retailer in the world(Clarks, 2014, p.1). Founded in 1825, the renowned British, international shoe manufacturer and retailer has sustained its growth over the years through its great brand marketing campaigns, more fashion focused products and management support to become the worlds largest footwear brand (Sutton, 2009, p.45). The history of the Clarks shoes business dates back to the 1820s when a British Tannery worker known as Cyrus Clark entered into a partnership with his Quaker cousin to begin a sheep skin rug business. Cyrus Clark was soon joined by his brother James who began making slippers from the sheepskin left over. The slippers were a great success. By 1833, James had been taken on as a full business partner and the business was renamed C & J Clark. In 1960s, Clarks also began building a reputation for its children shoe products not only in the United Kingdom but also in other parts of the world (Palmer, 2013, p.54). Currently, the company has established nearly 1000 branded stores selling more than 50 million pairs of shoes annually in over 35 countries across the globe. Despite experiencing difficulties during the middle of the 19th century, the company has managed to regain its growth and has expanded over the years by adopting techniques of mass production as well as enhancing its brand marketing campaigns to become a global giant shoe fashion designer and retailer. This paper presents an illustrated critique of the success of Clarks Footwear Fashion Business with particular focus to its marketing and brand positioning strategies. Throughout its 200 years of existence, the Clarks has always enjoyed an impressive market success and sustained growth in nearly all its product segments (Sutton, 2009, p.78). According to experts, the Clarks current market success is