Claire’s has launched Pierced by Claire’s, a reimagining of the retailer’s piercing business that will be supported by a new visual identity and a full-funnel marketing plan, including TV ads and a “free earrings for a year” activation offering customers who get pierced in-store a free pair of earrings each month for a year.
Pierced by Claire’s will also include a modern new logo, branding and a “playfully conversational voice,” all designed to elevate the customer experience both in stores and digital channels. Other changes to the brand include new Piercing Specialist attire, pop-up piercing events at the brand’s global stores and new merchandise. The experience already has been launched at the brand’s new flagship location in Paris as well as within stores throughout the EU.
The brand is introducing the character “Pierce,” the personification of the joy of getting pierced with Claire’s trend-forward earring style and assortment. Pierce and several supporting characters will exist in a “phygital” world, appearing both physically and digitally.
Additionally, Pierced by Claire’s will invite Gen Zalpha to express themselves and showcase their own personal designs through their “EarPrint,” a style identifier designed to be as unique as each person’s fingerprint. Shoppers will be able to create designs using multiple piercing selections to express their style. Claire’s Creative Director in Residence Nicola Formichetti already has utilized AI to create digital images that serve as examples of how customers can curate their EarPrint.
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“As we continue to transform into a global fashion brand powerhouse, we have elevated what makes Claire’s special and created immersive new experiences that envelop and inspire young people,” said Kristin Patrick, EVP and Chief Marketing Officer at Claire’s in a statement. “Pierced by Claire’s builds on our purpose of self-expression with a reimagined piercing experience and a unique point of view that continues to embed us in culture and positions the brand for its future.”
