Dive Brief:
- Claire’s has named Claudia Lima-Guinehut as executive vice president and chief merchandising officer, the company announced on Monday.
- In her new role, Lima-Guinehut will report to Claire’s CEO, Ryan Vero, and manage the company’s international merchandising, sourcing and design strategy as well as its piercing business.
- Lima-Guinehut most recently worked as senior vice president of global merchandising and strategic partnerships at The Children’s Place. She previously was the director of international merchandising for Destination Maternity and also worked with Zara, Camuto Group, Ralph Lauren and Fifth & Pacific Companies.
Dive Insight:
Claire’s has hired a new chief merchandiser as it tries to reach Gen Z and Gen Alpha consumers. In a statement, Lima-Guinehut said she aims to continue the brand’s tradition of bringing fashion and piercings to younger consumers and driving the business forward.
“Our product takes the ordinary and makes it extraordinary for our consumers every day, and we are thrilled that Claudia is joining the team to help continue our legacy as an inviting place where people can experience the joy of self-expression,” Vero said in a statement.
Besides appointing a new chief merchandiser to steer the company’s fashion and piercing businesses, Claire’s has grown its brick-and-mortar presence. In November, the retailer announced it was opening shop-in-shops within 21 Macy’s locations nationally, where shoppers can purchase hair accessories, jewelry, cosmetics and various seasonal items. In March, the retailer opened a new 1,200-square-foot store in Paris, where the retailer hosts pop-up events and showcases new products.
Meanwhile, as the brand expands its physical store footprint, it has aligned itself with other companies in hopes of attracting younger consumers. During the Parisian store launch, the retailer highlighted Mini V, the sister fashion and culture publication to V Magazine, aimed at Gen Z and Gen Alpha readers. And in another effort to court “Gen Zalpha,” Claire’s partnered with Roblox to create ShimmerVille, a virtual destination within the online game. There, community members can engage in activities and outfit avatars with accessories that are available for purchase in brick-and-mortar Claire’s stores.
