Dive Brief:
- Claire’s unveiled a new influencer platform focused on Gen Z and Gen Alpha, or “Gen Zalpha,” brand ambassadors from diverse backgrounds, according to a press release.
- Dubbed The Collab, the group will guide creative strategy across content, communications and activations, including in-store experiences, with a launch timed to the release of the teen-friendly retailer’s spring collection. Claire’s will add new members throughout the year to share their perspectives and create an ongoing social dialog.
- In the announcement, Claire’s described Gen Zalpha as “the most diverse, savvy and empathetic generation yet,” emphasizing a focus on inclusivity and purpose. Claire’s has continued to evolve its marketing to stay on-trend with young consumer tastes.
Dive Insight:
Claire’s continues to lean into messaging targeted at Gen Zalpha, a demographic covering the younger end of Gen Z and the emerging Gen Alpha cohort that hasn’t yet matured into independent purchasing power. Ambassadors featured in The Collab range from 7 to 17 years old and come from backgrounds spanning the worlds of music, sports, fashion and more.
The mall-based retailer is promoting The Collab program, which will run throughout 2024, as richer than a traditional brand platform. Members will dictate Claire’s creative decision-making both in front of and behind the camera, along with participating in in-store experiences and events. The concept was inspired by the brand’s “Be the Most” anthem advertising.
“Everything we do at Claire’s is in service to our consumers," said Kristin Patrick, CMO of Claire’s, in a press statement. “In an effort to turn the brand over to them and let their many talents shine, we created The Collab to serve as a platform for them to share their hopes, dreams, passions and accomplishments with our global audience. Claire’s empowers every generation to be the most expressions of themselves, and The Collab is a way to recognise them for all that they are and want to be.”
Initial members of The Collab are: Ayla Palmer and Ashlyn So, both fashion designers; Caro Hecks, a musician, ballerina and surfer; Maggie Sophie Brown, a documentary producer and co-founder of the Pad Project; Ariana Feygin, a chef being mentored by a Michelin star winner; Kaylee Foxhoven, a soccer player; and Junior Gutierrez, a skateboarder who has previously worked with Claire’s.
Each ambassador will contribute their talents to Claire’s marketing efforts. A dress worn by So in a photoshoot is of her own design, for example, while Brown contributed to photography and filming for the campaign. A collaborative approach to influencer partners has been employed by other teen-targeted retailers like American Eagle.
Ramping up influencer marketing to appeal to Gen Z and Gen Alpha aligns with Claire’s bigger bets on digital marketing tactics that are shown to resonate with those demographics. The retailer known for itws piercing services and accessories has recently been active in the metaverse through platforms like Roblox and has ported over ideas originally designed for virtual realms into the real world.
Claire’s last summer postponed a planned initial public offering amid a rocky macroeconomic environment, noting that it would resume its IPO preparations “when market conditions are more favorable.” Later in the year, the brand appointed Bath & Body Works veteran Chris Cramer as CFO and chief operating officer.
