Claire’s evolves beyond its mall brand roots to ‘be a first mover’ and appeal to Gen Z, Gen Alpha
Claire’s wants to be more than a mall brand.
The 62-year-old accessories chain is “in the process of a multi-year journey” to reboot the brand and business, explained Kristin Patrick, evp and CMO of Claire’s. To do so, Claire’s has, among other efforts, already hired fashion designer Nicola Formachetti as its creative director in residence, rolled out a high-end store during Paris’ fashion week and created a metaverse experience. At the same time, the brand has evolved its marketing beyond store signage to embrace a full-funnel marketing and advertising approach over the last two years.
“Because of who our consumer is, our brand has to be a first mover in terms of new technology,” said Patrick, claiming that while Claire’s is an “ageless” brand its core demographic is Gen Z and Gen Alpha. “You’ll see that we’re going to start to play with some artificial intelligence from a creative perspective. We did go into the metaverse. We’re constantly looking for new ways to showcase the product from a content perspective. Content is going to play a key role in what we do.”
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Source:: Digiday
