Challenge / Goal
For decades, Claire’s has been the go-to destination for ear piercing, fashion accessories, jewelry and more. But while the consumer, category and cultural backdrops have evolved, much of the brand experience has stayed the same. To appeal to new generations and different values and digital behaviors, the company embarked on a global brand overhaul in 2021.
Solution
As part of these efforts, Bridgenext (formerly DEFINITION 6) was asked to create a new corporate site to reinforce the evolving face of Claire‘s to business and financial communities. Leveraging positioning and a visual identity in progress, we partnered with the Claire‘s executive team to tell the corporate story in a more modern and intuitive way. We quickly created a new digital design language along the way.
Next, we went to work reimagining claires.com for a generation of digital natives. Using the new design language as well as insights into the modern Claire‘s consumer, our team created an immersive experience that pushed the boundaries of e-commerce, spoke to younger audiences in a relatable way and seamlessly integrated the in-store experience to create a more cohesive customer journey. The site launched in time for the holidays, welcoming consumers to a new world of Claire’s and supporting the brand’s largest marketing push to date.
Results
With a new brand and technology more closely aligned with changing audiences’ wants and needs, Claire’s was able to achieve substantial results:
- 25% increased revenue
- 50% more clicks
- 35% new stories