Claire’s Unveils Sensory-Rich Store Experience

In the aftermath of Claire’s (Hoffman Estates, Ill.) having its North America stores acquired by Ames Watson late last year, the retailer is unveiling a major evolution in the brand and its mission at its 900 stores in those markets. Targeting Gen Alpha girls, Claire’s is seeking to create “a safe, sensory-rich world where memories are made and creativity thrives,” it said in a news release.

“Gen Alpha is rewriting the rules of modern girlhood, and Claire’s is evolving with them,” said Michelle Goad, Claire’s Chief Brand Officer. “This new era is about creating a world where girls can explore, express, and experience joy through every sense.”

To that end, touchscreens are out, and multisensory in-store experiences are in. Rooted in Gen Alpha’s obsession with ASMR (social media experiences that create a mental “tingle”), tactile fidgets and all things sensory, the first such campaign for this summer – dubbed “A Girl SMR at Claire’s” – brings the first social and AI native generation into an IRL universe built around activating the five senses.

Such activities are centered in Claire’s Summer Sensory Shop, a curated lineup of collectibles designed “to delight across all five senses,” the retailer said. “From soft, stretchy slimes and squishies to bright, bejeweled accessories and scent-forward summer staples, every item taps into Gen Alpha’s demand for sensory-stimulating activities and expressive style.”