Clarks CEO Breaks Down Why Back to School Defines the Year

Value alone does not close the sale. Ulloa said parents consistently name three priorities: value, comfort and durability. The campaign places "even greater emphasis" on those factors this year, he said. The retailer tracks footfall, online traffic and media coverage to measure performance, but Ulloa said the ultimate metric is "how many families we support during the back-to-school period."

Social media plays an increasing role. Ulloa described digital platforms as "an essential channel" for reaching families who spend more time online. Influencer partnerships and branded content on Clarks' social pages aim to demonstrate comfort and durability in use, rather than just showing product photos.

Trends this year include demand for versatile styles like all-black trainers, which move between classroom and playground without looking out of place. Ulloa said the company works across product development, sourcing and supply chain functions to adapt to shifting consumer needs.

Clarks does not define success by a single number, Ulloa said. The firm's holistic scorecard includes brand perception surveys, campaign awareness, social engagement, digital performance and store traffic. The back-to-school period is the biggest opportunity each year to reinforce why families choose Clarks, he said.

The campaign runs through the summer season. Ulloa said the same principles of comfort, quality and accessible pricing extend across the women's and men's businesses as a "long-term strategic focus."