Accessories retailer Claire's is undergoing a significant transformation in its identity since facing bankruptcy in 2018. As part of this shift, the company is expanding its marketing efforts to include AI integration for creative identity, a teenage docu-series, new digital and physical mascots, and increased involvement in web3 technologies. The new brand identity, announced on July 15, features a fresh logo, a new approach to imagery, and a conversational voice targeted at its Gen-Z and Gen-Alpha customers. The rebrand aims to enhance the customer experience across Claire's global stores and digital platforms. As of December 2022, Claire's operated 2, 750 owned and franchise stores throughout North America and Europe. Revenue for the fiscal year ending January 29, 2022, was $1. 4 billion, showing a significant 53% year-over-year increase. However, the company did not provide the most recent financial information and store count at the time of publication. Creative director Nicola Formichetti, who joined Claire's from Diesel in November 2022, has utilized AI to create digital images for display in Claire's store windows. These images serve as inspiration for customers looking to personalize their "EarPrint" by choosing earrings, similar to collecting charms for friendship bracelets at Pandora or Jibbitz for Crocs. Claire's creative teams have been utilizing AI in their creative processes, particularly in the creation of mood boards. AI tools like ChatGPT and Midjourney generate new images based on keywords. The marketing team, primarily working remotely, also utilizes AI to enhance content and copy ideas by incorporating ChatGPT writing prompts. According to Kristin Patrick, the EVP and CMO of Claire's, it is crucial for a brand that focuses on Gen-Z and Gen-Alpha to stay at the forefront of technology, art, fashion, and design.

The brand plans to further integrate generative AI content into its marketing efforts. In addition, Claire's is introducing "Pierce, " a male character who represents the brand and its young customers. "Pierce" will assist consumers in their piercing and online shopping experiences, alongside other "phygital" characters that exist both digitally and physically in stores. Claire's is venturing into mascot representation to engage its audience. According to Formichetti, Claire's is a platform for self-expression, and technology plays a significant role in that. The brand sees AI as a tool that enhances its creative expression without replacing human jobs. In October 2022, Claire's launched its ongoing metaverse experience called "Shimmerville" on Roblox, which has already garnered 5. 7 million visits. The brand recognizes the importance of being present in technologies like AI, the metaverse, and social media platforms like Threads, TikTok, and Instagram. Claire's has a full-funnel marketing plan to support its new visual identity, including its second-ever TV ad via connected TV. It is also hosting a "free earrings for a year" competition as part of its loyalty program, where randomly selected members who get their ears pierced at Claire's have a chance to win. Since 2018, Claire's has grown its "Velvet Rope" loyalty program to include 16 million global members, with plans to integrate web3 and social media into the program in the future. In July, the brand launched the "Dear Claire" docu-series across its social media platforms, allowing Gen-Z and Gen-Alpha members to discuss their challenges. According to Patrick, Claire's uses the loyalty program as a platform for learning about its consumers by giving them a voice.