Claires is betting on creators for Gen Alpha

Mashable talks to creators about their platforms and trends. They also introduce the Mashable 101 to show the internet's exciting voices.

For millennials, going to Claire's was a common experience.

Claire's was where people got their ears pierced and bought accessories. It was a big part of many girls' childhoods.

Just being nostalgic is not enough for a store to stay in business.

Claire's has been changing to appeal to a new generation that spends time online. This generation is more likely to hang out on Roblox than at the mall.

At VidCon, Claire's showed its new collection with Roblox YouTuber Lana's Life. This collection is part of a bigger plan to make Claire's a fun place for young girls.

Girls feel like they have to grow up too fast because of social media. Claire's wants to help them enjoy their childhood.

Claire's is trying to understand what Gen Alpha likes. They like softer colors and more feminine things.

Gen Alpha girls like very feminine and pastel things.

Growing up with millennial parents might be why Gen Alpha likes these softer styles.

This insight helps Claire's decide what products to sell and which creators to work with.

Instead of using a famous person, Claire's partnered with Lana's Life, a popular Roblox creator. Lana has 9.5 million subscribers and makes content about beauty and games.

Brands are changing how they think about influencers. They want creators who engage with their community.

For Gen Alpha, creators are more relatable than celebrities. They interact with their fans and build trust.

The collaboration between Claire's and Lana's Life was designed to connect online and offline play. Fans could test products and meet Lana at VidCon.

Claire's now operates by watching what young girls talk about online and responding quickly. They call this being 'on trend, on time'.

Claire's treats Gen Alpha communities as their research department. They look at what's popular online and use that to inform their decisions.

Claire's listens to what Gen Alpha is saying online. They ask what they're excited about and what they want.

This is a big change for a store that used to be all about mall culture. Now, Claire's is rebuilding its brand around the tastes of young girls.

For a generation that grows up online, Claire's wants to offer a place where girlhood is celebrated, not rushed.

Topics Creators

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