Retail Leader Trend Talk
Claire’s engages Gen Zalpha with limited products on Roblox, soon in-store
Aug 28, 2023
Chris Duncan, VP of Consumer Insights at Claire's, discusses the brand's partnership with Super League on Roblox to engage Gen Zalpha. Topics include Claire's marketing evolution, new strategies for ear piercing, the impact of Nicola for MacKety as Creative Director, and staying relevant with Gen Z through loyalty programs and digital integration.
24:32
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Quick takeaways
- Claire's partnership with Super League on Roblox helps bridge the physical and digital worlds, engaging Gen Z and Gen Alpha consumers online and driving them to physical stores.
- Claire's loyalty program serves as a creative platform for customers to engage, contribute, and connect with the brand, targeting Gen Z and Gen Alpha consumers while adhering to marketing regulations.
Deep dives
Claire's evolving into a fashion brand with a focus on self-expression
Claire's, a renowned fashion retailer, aims to shift from a traditional retail brand to a fashion brand that embraces self-expression. With a history of 60 years, Claire's has tapped into the nostalgia and emotional connection of its consumers. Through customer feedback, the company learned that its key demographic, Gen Z and Gen Alpha, wanted more from Claire's. This led to the development of strategies to be present in new places and engage with customers where they spend their time, such as on the Roblox platform. Claire's aims to bridge the physical and digital worlds and translate the Roblox experience into physical products.
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