Claire’s is getting into luxury—and they’re starting with a new store in Paris. 

Claire’s is getting into luxury—and they’re starting with a new store in Paris. 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. Last year, the tween accessory brand announced their plans to move away from malls, and now their new store in Paris proves just how much they’re getting into luxury. Serving as a testing ground for exclusive products, the store is selling handbags, makeup, and features a “planned rotation of experiential installations” like a content creation studio perfect for making Instagram posts. Claire’s is already in the metaverse and they’re making even more moves to reach young consumers. The brand is also celebrating the launch of Mini V, a digital magazine focused on who they call “Gen Zalpha,” created by V Magazine and Nicola Formichetti (who designed the Paris store location). (Glossy)