Written by: Vicky Bullen, CEO
Once a go-to destination for pocket-money splurges and glitter hairspray, Claire’s is the latest high-street casualty. Its failure to adapt to new generations, changing tastes and retail trends is a cautionary tale for brands hoping to stay relevant
The high street has taken another hit. From WH Smith shutting most of its stores earlier this year, we’re now losing another staple – Claire’s.
Whether or not you were a loyal customer – the free ear piercings were once a rite of passage and the glitter hairspray a must-have for tweens – or you’ve browsed its products looking for a gift for a younger relative, it has been a constant on our high streets for decades. Now, Claire’s is the latest high-street brand to close its doors. It has declined from on-trend to outdated – with its once-cool, quirky accessories now looking uninspiring and lacklustre.
But it used to be a very different story for the retailer. Claire’s found success in the 90s by carving out its niche in a crowded industry. Targeting tweens with low prices, it was the place to go to spend your pocket money. And its popularity means there is an entire generation that feels a warm sense of nostalgia whenever they think of Claire’s. But nostalgia only gets a brand so far. They also need a loyal, engaged customer base.
The tweens who once fell in love with the brand are all grown up. They have entirely different priorities, interests and spending habits. Claire’s not only failed to keep up with this generation, it has also fallen short in attracting a new generation of customers. The retailer thrived in understanding its customers many years ago, but today it just doesn’t know how to speak the language of generations Z and Alpha.
Read the full article here to learn more.
