The return of Claire's

Claire's is making a comeback. Claire's just launched a new summer campaign called a girl summer at Claire's. It's aimed at Gen Alpha and it is a play on the word ASMR. Claire's presents Girl ASMR. Claire's just launched a new summer campaign called a girl summer at Claire's. It's aimed at Gen Alpha and it is a play on the word ASMR. Claire's presents Girl ASMR. The campaign is built on elevating the in-store experience with new summer shop product lines spanning squishies, slime, and blind boxes. Some stores will even have recording stations where tweens can film their own ASMR content. This is the brand's latest move after being acquired by investment firm Ames Watson. But will it prevent a third bankruptcy? Well, other brands that Claire's competitors have faced similar struggles, have also filed for bankruptcy or closed. But Claire's is doing something other brands were afraid to do. Change how they market to tweens. The reality is social media algorithms shape Gen Alpha's purchasing decisions, which is why you always see them in stores like Sephora, Lululemon, and Claire's. That's because they know that by tapping into trends like squishy hunting and turning them into in-store experiences. Claire's is also showing up in spaces tweens already occupy. With plans to attend VidCon, collaborate with YouTube creators, and activate on Coverstar, a social app built for teens. Every new touchpoint is another opportunity for tweens to create content, making the brand name travel organically. Listen and stay comfortable and avoid changing what makes the brand relevant. By meeting tweens where they are and leaning into what their audience already loves, Claire's is giving themselves a shot at resonating again.