Claire’s is shaking things up with a fresh, year-long initiative called The Collab. This exciting program features seven young influencers from Gen Z and Gen Alpha, aged 7 to 20, who will team up with the brand on everything from advertising to product development. By tapping into the creativity and insights of these young trendsetters, Claire’s hopes to build a loyal customer base that starts young and sticks around.
Kristin Patrick, the executive VP, chief marketing officer, and head of e-commerce at Claire’s, talks about how the brand is always in conversation with its audience. “They want us to help style their dorm rooms and bedrooms, and they want content from us,” she explained. “We’re letting them steer our playbook and help shape our direction.” This approach keeps Claire’s in tune with what their customers want and need.
The role of “Zalpha” in Claire’s strategy
The term “Zalpha,” coined by Patrick, is a blend of Gen Z and Gen Alpha, the cohort born from 2010 onwards. Claire’s picked its new team of creators through chats with consumers, cultural curators, partners, and social media interactions. The retailer is collaborating with its PR agency, Shadow, to make this initiative a reality.
Working with young influencers under 18 can be tricky, but Claire’s has plenty of experience connecting with its younger audience.Previous initiatives such as the Dear Claire dialogue series and the TikTok Creator Program have kept the brand in sync with customer preferences, ensuring that they stay relevant in a fast-paced market.
Young influencers leading the way
The seven “Zalpha” creators include Ayla Palmer, a 7-year-old fashion designer; Ariana Feygin, a 19-year-old chef; and Kaylee Foxhoven, a 17-year-old soccer player. These young influencers will provide input on creative content, in-store experiences, events, styling photo shoots, and social media content creation.
The current Collab program is set to run for one year, but Claire’s is planning open casting calls for future members. Why does Claire do that? Claire’s strategy is key, this cool brand attracts smart young customers from Gen X and Gen Alpha. Does it work? According to Mccrindle research, Gen Alpha’s global economic power is predicted to surpass $5.46 trillion by 2029.
Claire’s innovative approach with The Collab not only highlights the brand’s commitment to its young audience but also sets a new standard for engaging the next generation of consumers. Business owners, marketers, and bloggers should take note of this strategy, as early engagement with Gen Z and Gen Alpha can secure long-term loyalty and significant market share in the future.
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