The New Visual Identity for Pierced by Claire's Targets Gen Zalpha
Laura McQuarrie — July 13, 2023 — Marketing
References: claires & wallstreet-online.de
For generations, tweens and teens have placed their trust in an iconic brand known for providing safe and reliable first-time piercings, and now, Pierced by Claire's is revamping its identity to resonate with a new generation, capturing their unique attitudes and desire for self-expression.
This new identity is bold, playful and inspiring and it speaks to Gen Zalpha with a digital character called Pierce who "personifies the joy of getting pierced with Claire's trend-forward earring style and assortment." Across the brand's marketing, Pierce helps consumers through their shopping journey, along with other phygital characters.
To support its latest campaign, the brand is introducing a 'Free earrings for a year' opportunity so that consumers can earn a free pair of earrings every month for a year when they get pierced in-store.
This new identity is bold, playful and inspiring and it speaks to Gen Zalpha with a digital character called Pierce who "personifies the joy of getting pierced with Claire's trend-forward earring style and assortment." Across the brand's marketing, Pierce helps consumers through their shopping journey, along with other phygital characters.
To support its latest campaign, the brand is introducing a 'Free earrings for a year' opportunity so that consumers can earn a free pair of earrings every month for a year when they get pierced in-store.
Trend Themes
1. Digital Character Branding - The use of digital characters in branding campaigns presents an opportunity for companies to connect with Gen Zalpha consumers and enhance their shopping experiences.
2. Phygital Marketing - The integration of physical and digital elements in marketing strategies offers an innovative way to engage with customers and create memorable experiences.
3. Reward Programs - Implementing enticing reward programs like 'Free earrings for a year' can inspire customer loyalty and drive in-store purchases.
Industry Implications
1. Retail - Retailers can leverage digital character branding and phygital marketing to enhance their brand identity, engage with Gen Zalpha consumers, and drive sales.
2. Fashion Accessories - Fashion accessory brands can explore the use of digital characters and reward programs to attract and retain customers, creating a unique selling proposition.
3. Beauty Services - Beauty service providers, like piercing studios, can adopt the 'Free earrings for a year' promotion to incentivize customers and increase foot traffic to their businesses.
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