Claire’s is undergoing a makeover to appeal to Gen Z and Gen Alpha. In order to push themselves beyond their reputation of the iconic mall jewelry store, Claire’s recently opened a high-end store during Paris’ fashion week and is launching new metaverse experiences. With young gens being their main marketing target, the EVP and CMO of the brand says that “Because of who our consumer is, our brand has to be a first mover in terms of new technology.” Claire’s will also be expanding their rebrand by partnering with college students on TikTok through their College Creators program, in hopes of pushing out viral content. The brand believes that the more content they provide their Gen Z and Gen Alpha consumers with, the more inclined they will be to stay engaged with them. YPulse’s The TikTok Effect trend report shows that the social media platform is greatly influential when advertising to young gens—and they actually like when brands make ads that fit into their feed. (Digiday)
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