Claire’s is rebranding its service for the first time in history to take on competitors entering the market. It launched Pierced, a new version of its piercing services that target the Gen Z and Gen Alpha audience.
Claire’s rebranding includes a new logo and design aesthetic, focused on personalization in the piercing process comes with the promotion of free earrings for a year. The brand intends to market the new push with its second TV commercial in its 50-year history.
Kristin Patrick, EVP, and chief marketing officer at Claire’s, believes the piercing business is a major revenue driver and customer acquisition tool. “It’s the connective tissue of the business,” Patrick says the brand must stay competitive as e-commerce-driven brands like Studs and Rowan or independent piercing shops take on market share. Claire’s strives to become a global brand powerhouse and to maintain its position, it is staying ahead of everyone else.
Claire’s launched its first loyalty program in 2020, then the buy online, pick-up in-store service in January 2022. And expanded partnership with Walmart. Claire’s took a leap into Web3 with the launch of ShimmerVille, its very first Claire’s-theme virtual world on Roblox. It has also invested in its e-commerce business with a huge $15 Million website upgrade.
Patrick shared that the launch of Pierced signals more changes to come to the store’s overall look and feel. “We’re in the middle of this amazing transformation. A part of that transformation is getting into the psyche of the mind of our consumer, who is Gen Z and Gen Alpha.” Moreover, Claire’s will be using “Earprint”, a trademarked term, to help customers figure out what they want their ear to look like – leaning on the trend of people having multiple and asymmetrical piercings.