Claire's has mastered the art of constant reinvention to maintain its relevance among tweens and teens, as explained by Meghan Hurley, the company's VP of Global Marketing. The brand faces a unique challenge of attracting new customers every few years since its main demographic ages out of its offerings. Claire's connects with kids through significant milestones, like ear piercings, emphasizing the importance of these rites of passage. The brand has a substantial retail presence, with over 2,500 stores worldwide and a significant market share in specialty retail, emphasizing the irreplaceable nature of its in-store experiences.
The moment they grow out of glitter and piercings, the clock resets.
We are still representing rites of passage - and that's very important to kids.
We're the 'I got my ears pierced at Claire's' brand.
It's something most marketers would struggle to deliver once. Claire's does it again and again.
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