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Claire’s Unveils Campaign Guided by ‘Gen Zalpha’ Influencers

To better appeal to Gen Z and Gen Alpha shoppers, the retailer assembled new brand ambassadors to drive content and marketing.




PHOTOGRAPHY: iStock, Manuel Milan
PHOTOGRAPHY: iStock, Manuel Milan

Teen and tween jewelry and accessory retailer Claire’s (Hoffman Estates, Illinois) is tapping Gen Z and Gen Alpha social media influencers to be brand ambassadors and guide creative strategy of content, communications, brand activations and in-store experiences, according to a press release from the company. 

The ultimate goal is for these “Gen Zalpha” influencers to revitalize the brand among young shoppers – particularly those between the ages of 7 and 17. The influencers partnering with Claire’s include a filmmaker, an up-and-coming chef and a skateboarder.  

In a released statement, Claire’s says the campaign is “a bold evolution of Claire’s desire to empower its consumers and invite them into the centre of the brand to highlight their voices, talents and creative expression for all to experience.”



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