Claire's bets on Gen Alpha with sensory-first reboot
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Claire's is launching its first major push following its post-bankruptcy reset. Photo: Courtesy of Claire's
Claire's is launching a sweeping rebrand aimed at winning over Gen Alpha — offering an early look at how retailers are rethinking how to reach the next generation of shoppers.
Why it matters: Retailers are racing to connect with the first fully digital-native generation — those born from 2010 through 2024 — but there's no clear playbook yet.
- The stakes are high: Gen Alpha already influences roughly $255 billion in U.S. spending, according to a Teneo study.
The big picture: The mall staple's new campaign, "A Girl SMR at Claire's," marks its first major push following its post-bankruptcy reset and acquisition by Ames Watson.
- The strategy is rooted in what the company is seeing in its own business — surging demand for sensory products like slime, squishies, fidgets and viral toys like NeeDoh, which are "moving at an unprecedented velocity," Michelle Goad, Claire's chief brand officer, told Axios.
- Claire's is also shifting its focus toward tweens, expanding beyond its traditional younger customer base.
Driving the news: Claire's announced Thursday it will launch a "Summer Sensory Shop," designed to engage all five senses — from touch and sound to taste and smell — through toys, collectibles, candy, accessories and skincare.
- The retailer is introducing in-store recording setups where young shoppers can create their own content — lowering the barrier to participate in trends they're watching online.
- The activations will roll out starting in early May in key markets including Chicago, Los Angeles, New York and South Florida as part of a seasonal push, the company told Axios.
State of play: Retailers are increasingly experimenting with ways to engage Gen Alpha through immersive, participatory experiences — from Walmart's digital storefronts and virtual worlds to Nike's digital integrations and Sephora and Hollister's event-driven stores.
- Brands are also leaning into creator partnerships and emerging platforms to reach younger consumers.
- Claire's is partnering with creators and platforms like Coverstar — a youth-focused social app designed around safety and creativity that emphasizes participation over follower counts.
Between the lines: Goad said Claire's is trying to build a closed-loop ecosystem — where in-store experiences feed content creation and drive repeat visits.
- The approach also reflects a broader push to position Claire's as a "playground for modern girlhood," Goad said, while leaning into participatory experiences that resonate with younger consumers.
- It's already showing up across categories, from skincare to small "status symbol" purchases that kids use to build identity — and helps explain why physical retail still matters for hands-on, social experiences.
By the numbers: After shrinking its footprint in bankruptcy, Claire's operates about 900 stores across the U.S. and Canada — making it "the only mall retailer" serving this demographic, Goad said.
- Kids ages 8 to 14 shape about 42% of household spending decisions, according to a DKC survey.
- Gen Alpha's spending power is projected to reach $5.5 trillion globally by the end of the decade, per a Mintel report.
What we're watching: While many retailers are experimenting with Gen Alpha, few have clearly defined a cohesive strategy — making Claire's approach a potential test case.
- These consumers are less focused on standing out and more interested in being part of a group — a shift forcing brands to rethink how they show up.
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