Claire’s is aiming for another comeback, with a new brand mission that centers girlhood in all its joy, quirks, and messiness.
The accessories and jewelry retailer has released its summer campaign, “A Girl SMR at Claire’s,” targeting its core consumer of Gen Alpha girls. It is the first major work from new chief brand officer Michelle Goad, who joined in January from Gap Inc. brand Athleta, and since private investment firm Ames Watson acquired Claire’s struggling North American business last year.
“A Girl SMR at Claire’s” focuses on Gen Alpha’s interest in ASMR and sensory objects like tactile fidget toys.
