Claire’s CMO Kristin Patrick: Reaching Gen Alpha will require an ‘always-on’ media strategy

This year, brands placed a hyper focus on leveraging different channels to meet old and new consumers where they are.

For skin-care brand Peace Out Skincare, that looked like diversifying its marketing efforts to acquire consumers on and off platforms. Meanwhile, at Sephora, the Sephora Sounds initiative, which launched in January, leveraged the prominent relationship between music and beauty to maintain a relevant connection to Gen Z. And with travel returning in full force, brands like LVMH and Sol de Janiero took advantage of that opportunity.

At 62-year-old accessories retailer Claire’s, however, the team is developing a different approach to remain connected to customers. In November, Claire’s announced a partnership with content platform Sony Pictures Television – Kids, in an effort to build on its intellectual property initiative centered on its younger audience. And in December, Claire’s built on that content initiative through a new partnership with podcast and audio entertainment production studio Audio Up. Through both collaborations, Claire’s is following in the footsteps of brands like Nike which have begun producing original entertaining content with the aim of transforming into a lifestyle brand.

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