Claire’s Taps Gen Z Alphas To Guide Creative Direction With The Collab

Claire’s

Claire's introduced The Collab, a new group of Gen Z and Gen Alpha talents ranging from 7 to 17 years old, consisting of fashion designers, musicians, filmmakers, chefs, and more. They will help guide the brand with creative direction across content, communications, and activations throughout 2024.

Coinciding with this initiative, the brand also launched a new spring collection that showed how it will work with this group. For example, they were featured in ads for the collection while member Maggie Sophie Brown, a documentary producer, captured behind-the-scenes moments.

Why It Matters: With The Collab, Claire’s engages creators in a manner that maximizes their value while providing value to them. By directly engaging with its primary audience, Claire’s can create and market products that resonate with this demographic based on direct insight and feedback rather than relying solely on its internal teams. Working with creators in this capacity brings added benefits because they can offer insights not only from a talent standpoint but also from a consumer perspective.

This initiative exemplifies how brands can integrate creators throughout the marketing funnel, from research to ideation and concept testing to content creation and distribution.

The Collab also adds Claire’s to other retailers like Walmart, Target, and Abercrombie and Fitch that have rolled out their own creator programs.