economy
Claire’s wants to be cool again. It’s betting on 10-year-olds
For years, Claire’s dominated the mall. For teen and tween girls, it was a go-to destination on every visit, whether for a new piercing or just to browse jewelry priced to match a weekly allowance.
TL;DR
- Claire's has undergone a strategy change after being taken over by private equity firm Ames Watson.
- The brand is refocusing on its core demographic: 10-year-old girls (Gen Alpha) and their millennial mothers.
- Stores are being redesigned to be social media-friendly, featuring selfie mirrors and trending products.
- Partnerships with YouTubers and Roblox creators are part of the new strategy.
- The retailer aims to compete with newer piercing chains by reaffirming its position as a destination for piercings and tween-focused items.
- Claire's wants to create an offline, safe space for girls that doesn't rush them into adulthood.