Hi, I’m Jo Fenn. I’ve been working at Clarks for almost four years now and I’m the Women’s Trend Analyst. This basically means along with my other trend colleagues in Men’s, Kids and Clarks Originals we put together the global Clarks creative direction for each season - including colour palettes, materials, key details and silhouettes. I then work with the women’s team throughout the shoes’ development journey until we hand them over to our buyers and merchandisers.
My degree is in Illustration and I’ve had experience in buying, merchandising, retail and wholesale selling before I joined Clarks, which gave me a good background into some of the complexities of our business, as well as a creative foundation.
The thing I love most about being a trend analyst is that we are constantly learning through all the research we do, so no day is ever the same and everything continually evolves – which keeps things interesting as I get bored easily! I get to travel a fair bit as half of my team are based in our USA office in Boston and researching emerging trends can’t just be done from our laptops, so that is always fun!
The blog team at Clarks asked me if I could share a week of my what I’m wearing - so welcome to my wardrobe for the week!