How Claire’s is marketing to ‘Zalpha’, the Gen Z and Gen Alpha combo

Most people know Claire’s as the mall-based destination for ear piercing and teenage accessories. The retailer is still that, but Claire's now aims to connect with Gen Z and Gen Alpha, the generation born beginning in 2011, on many other levels as well.

Kristin Patrick joined the 50-year-old chain last year as chief marketing officer and executive VP from PepsiCo. She’s been working to modernize Claire’s for customers by transforming the company from a retailer to a lifestyle brand.

“We’re so much more than a mall retailer,” said Patrick on the most recent episode of the Marketer’s Brief podcast. “I set out to enhance the breadth and appeal to the consumer and add some longevity.”

Claire’s serves as an “emotional magnet” for customers through rites of passage such as ear piercing, First Communions, bat mitzvahs and proms, she noted. When targeting customers, Patrick said she and Claire’s coined the term “Gen Zalpha” to encompass both groups of younger shoppers.

For back-to-school season, Claire’s will air its first national TV campaign as it highlights branding around self-expression. The chain worked with Vayner on new marketing that will debut later this summer. Claire's works with Vayner on areas such as paid media and organic social, Lloyd on creative and Shadow on media relations, influencer marketing, creative strategy, events and partnerships.

“You’ll start to see this evolution of a new brand voice and spirit,” Patrick said.

On the podcast, she also discusses product trends for fall, and how Claire’s is handling the current economic downturn. The retailer sells products ranging in price from $1 to $150, which can help when customers are simply seeking out small indulgences as with the “lipstick effect” during a recession.

“You can come in and find something during this tough economic time and it doesn’t necessarily need to be expensive—that’s the beauty of Claire’s,” she said.