Accessories retailer Claire’s is continuing its efforts to bolster its
ties with the Gen Z and Gen Alpha audience (Gen Zalpha), this time with the
launch of a year-long platform that looks to celebrate the creativity of
these groups.
Dubbed ‘The Collab’, the initiative looks to invite young people to
share their stories, talent and perspectives through ongoing content and
social dialogue.
The platform will initially launch for spring with a select group of
individuals from this demographic, who will each have what the company said
would be a “direct hand” in creative direction across content,
communication and activations.
Those included in the first line up are Ashlyn So, a 15-year-old
designer; Ariana Feygin, a social media chef; Ayla Palmer, the 7-year-old
behind the fashion brand ‘Ay’; Caro Hecks, a 15-year-old drummer; Junior
Gutierrez, 12-year-old skateboarder; Kaylee Foxhoven, a 17-year-old state
youth soccer player; and Maggie Sophie Brown, the co-founder of the Pad
Project.
For later editions, Claire’s is also planning to expand on this
selection, adding new participants throughout the year while building on
the concept through collections, store experiences, events and in-store
offerings.
In a release, Kristin Patrick, EVP and chief marketing officer at
Claire’s, said: “Everything we do at Claire’s is in service to our
consumers.
“In an effort to turn the brand over to them and let their many talents
shine, we created The Collab to serve as a platform for them to share their
hopes, dreams, passions and accomplishments with our global audience.”
