Claire’s once ruled the mall, attracting crowds of tween girls—but recent years have not been as successful for the brand.

Claire’s once ruled the mall, attracting crowds of tween girls—but recent years have not been as successful for the brand. In an effort to turn things around, the retailer is embracing the “vastly changed ways girls shop.” Investing in e-commerce and mobile is the first step, and a Claire’s app is being developed. Their back-to-school campaign will star two YouTube stars, so the brand can appeal to young girls in the spaces they spend their time. (Chicago Tribune)