Claire’s engages Gen Zalpha with limited products on Roblox, soon in-store

Claire's has a long-standing history and passion for self-expression. Today, the iconic global fashion retailer finds itself with Gen Z and Gen Alpha consumers sitting at the intersection of the physical and digital spaces. Retail Leader spoke with Chris Duncan, Claire’s vice president of consumer insights and digital marketing, about Claire's partnership with gaming studio Super League and growing its ShimmerVille experience on Roblox to keep a pipeline of newness engaging consumers online and driving shoppers to physical stores.