“We pay close attention to how they behave in stores and online to understand and discover what’s important to them.” “We have 11 million consumers in our loyalty program,” she explains.
Patrick says data and analytics are also guiding her team’s effort to reimagine the brand. If you like polka dots on Monday, want to go punk on Tuesday, or be a jock on Wednesday, we’re here for that.”
“We want Claire’s to be a platform for self-expression we provide the creative materials and some fun and trending inspiration, and consumers make it their own. “This generation has a fluid approach to identity, and we want to support that,” Patrick says. Understanding Gen Z-Claire’s target demographic-is helping the brand not only expand its business but also shape its messaging. This opens the opportunity to grow our business in places we already know our consumer wants us to be.” If they like the brand, they invite you into more places in their lives. Younger generations embrace brands that understand their lifestyles. “In conversations with parents and kids, they told us that they love our brand and want more from us, like apparel, dorm room décor-even cafes. “We believe Claire’s can be a global powerhouse-and I don’t say that lightly,” she says. Getting to know customers is a top priority for Patrick, who joined Claire’s 18 months ago with a goal to reinvent the brand.
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For example, she says, Claire’s has learned that customers today are seeking advice from piercing specialists about how to style multiple piercings, and the company is updating training and creating ear styling content to deliver that.
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