Claire’s evolution from retailer to lifestyle brand continues with the appointment of IMG as its global licensing partner to create a range of Claire’s-branded products.
Under the multi-year agreement, IMG will bring to market complementary products that support Claire’s brand purpose of inspiring self-expression and individuality, in categories including apparel, fashion accessories and room décor as well as lifestyle and special occasion products.
Since the brand’s exit from bankruptcy in 2018, Claire’s has been on an aggressive turnaround mission including: a new store strategy that brought Claire’s outside of shopping malls; a revamped loyalty program; a new executive leadership team; and capped off by a bold marketing strategy that is bringing the brand into the metaverse, and soon TV and podcasts, centered on its original IP ShimmerVille.
“At Claire’s we are reimagining the ways we reach and interact with consumers by letting the interests and passions of ‘Gen Zalpha’ lead our brand,” said Kristin Patrick, EVP and Chief Marketing Officer at Claire’s in a statement. “In our conversations, our consumers have told us they want more from us, and this partnership with IMG allows us to extend Claire’s brand proposition, aesthetic and values across an even wider canvas of products and shopping destinations relevant to them while maintaining the creative integrity that makes our brand so beloved and distinctive.”
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