“Claire’s was thought of as a fleet of retail stores, but we really started to think about it as a brand,” she explained. “It was about clarifying and tightening what the brand stood for, which has always been about self-expression.”
A key part of its brand transformation has been changing its distribution strategy beyond the mall, “to be where the consumer was when she wanted Claire’s,” said Patrick.
Beside its more than 2,750 owned stores (not including franchise locations), Claire’s has partnered with over 40 retailers globally to appear in the likes of Walmart, Macy’s and Kohl’s. Last year, it also expanded into new markets with store openings in Paris and Mexico.
Claire’s also needed to appear more relevant in culture, so in 2022 it appointed a creative director in residence, Nicola Formichetti, a fashion designer who previously held roles with labels including Diesel, Uniqlo and Haus of Gaga. Formichetti designed Claire’s new Paris store.
Like other forward-thinking brands such as Lego and Nike, Claire’s set up a content studio and began producing original entertainment. Last year it released a five-part episodic series called “Dear Claire,” in which Gen Z talk about everything from self-love to cultural identity to friendship.
The desire to reach a digitally savvy generation has also fueled its experimentations with technology. When relaunching its piercing business last year, it used AI to let customers curate their looks. In 2022, it entered the metaverse with a game on Roblox.
