Former PepsiCo CMO Christian Patrick was hired to transform Claire’s from a traditional mall-based retailer into a fully integrated fashion brand. Her latest campaign, Get Pierced, shows her ambition.

Claire's brand transformation plan

Claire’s brand transformation plan

In 2021, Claire’s has hired Kristian Patrick as Chief Marketing Officer, tasking her with expanding the accessory retailer’s media mix, experimenting with content types, and injecting “fun” into its marketing. At the time, her chief executive officer, Ryan Vero, said Patrick’s “analytic and insightful marketing” approach and her content, her innovation and “digital prowess” rocked her job.

Her debut campaign, “Be the Most Festive” in December 2021, was Claire’s first integrated campaign to combine outdoors, e-commerce extensions, in-store experiences, social media and influencer activism.

Now Patrick is releasing a multi-channel “Get Pierced” campaign, which is set to culminate in Claire’s first national TV spot later this fall. Released to promote ear piercing products, the piece aims to tap into Generation Z and Alpha culture by broadcasting his TikTok series using and supporting content his creators.

“Ear piercings are at the heart of what we do and what consumers immediately think of when they think of our brand,” says Patrick. In terms of brand characteristics, she said, Claire’s is “lucky enough to be a brand that so many people have had the opportunity to experience during such a memorable rite of passage as their first ear piercing.” I admit that it is.

In parallel with the campaign, Claire’s created the TikTok series “EarPrint”. The series features Gen Z and alpha artist girlfriends Alaya High and Dai Time, and influencer Kheris Rogers. Directed by digital creator Aaron Idelson, the series was created with iPhone assets using TikTok trends and transitions.

@thatgirllaylay @Claire’s keepin’ my style game strong with the best accessories & piercings. Why look boring when you can wear #Claires? #PiercedByClaires #Claires #ad ♬ Original sound – ThatGirlLayLay

“With ‘EarPrint,’ we used techniques that felt authentic to the platform (in this case, TikTok) and allowed director Aaron Idelson to be creative and have fun. Expression is everything and we aim to show that by continuing to enjoy the way it appears in the culture. [showing up] It can be viewed subtly through the lens of an iPhone, or otherwise in a more high-gloss, editorial style. ”

Patrick adds that creators are central to her marketing strategy and her ambition is to profile both well-known and “fresh to the scene” talent.

‘Get Pierced’ is part of Claire’s new brand platform ‘Be the Most’, which seeks to redefine it as ‘modern, trend-setting, innovative and playful’. To communicate her insights, Patrick uses a “youth panel.” she said:

Claire's Stores Brand Assets

Claire’s posted a strong post-pandemic recovery in 2021 with net sales of $1.4 billion, up 53% from fiscal 2020 and 9% from fiscal 2019. The business has benefited from the resurgence of her ’90s and her ’00s fashions among Gen Z and Gen Alpha.

Patrick said Claire’s is “at a pivotal cultural moment when people can rediscover the magic and imagination that Claire’s has and continues to offer”.

Beyond campaigns, Patrick plans to expand Claire’s experiential marketing. This means a new content strategy in her play and work in the Metaverse. “Our customers live unique and multifaceted lives. They are expressed in many ways and evolve and change over time. Our brands need to move with them.”

For more on the evolution of e-commerce, check out The Drum’s latest Deep Dive.

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