Claire’s is cutting back on their mall presence and stepping into new spaces to reach young consumers. 

Claire’s is cutting back on their mall presence and stepping into new spaces to reach young consumers. The retailer plans on becoming a “global brand powerhouse” and while they’re still investing in physical stores (200 more are scheduled to open before the end of this year), they’re ditching malls and moving into “lifestyle, strip, high street and outlet centers.” They’re also expanding on their online efforts with everything from a Roblox experience to getting in on grocery, toy, and department stores to boost their engagement with young consumers. More recently, Claire’s began offering “same-day buy-online-pick-up-in-store services in the U.S. and Canada.” The brand is ultimately in a constant state of reinvention with new celeb and brand partnerships (like JoJo Siwa and Pusheen) and is growing both their YouTube and TikTok presence where they now have over 300K followers combined. YPulse research shows classic brands stand the test of time when they learn to adapt to young consumers—and Claire’s has been doing so by keeping up with Gen Z trends. (Modern Retail)