Piercing insights: how Claire's is turning customer churn into a winning strategy
Briefly

Claire's has mastered the art of constant reinvention to maintain its relevance among tweens and teens, as explained by Meghan Hurley, the company's VP of Global Marketing. The brand faces a unique challenge of attracting new customers every few years since its main demographic ages out of its offerings. Claire's connects with kids through significant milestones, like ear piercings, emphasizing the importance of these rites of passage. The brand has a substantial retail presence, with over 2,500 stores worldwide and a significant market share in specialty retail, emphasizing the irreplaceable nature of its in-store experiences.
Read at The Drum
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