How Claire’s Is Winning Over a New Generation Without Losing Its Legacy | Reimagining Retail

Suzy Davidkhanian (0:00)

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Hi, everyone. Today is Wednesday, October 14th. Welcome to EMARKETER's weekly retail show, Reimagining Retail, an EMARKETER podcast made possible by Atmosphere TV. This is the show where we talk about how retail collides with every part of our lives. And I'm your host, Suzy Davidkhanian. On today's episode, we're talking about how an iconic retailer reinvents itself for a new generation without losing what made people love it in the first place. Joining me are EMARKETER analyst, Arielle Feger.

Jillian Cueffe (0:53)

Hi, Arielle.

Arielle Feger (0:53)

Hi, Suzy.

Suzy Davidkhanian (0:54)

And special guest, Jillian Cueffe, Chief Merchandising Officer at Claire's.

Jillian Cueffe (0:58)

Hi.

Suzy Davidkhanian (0:59)

Hi, we are so excited to have you. But before we get started, Jillian, let's do some speed intros. In 30 seconds or less, tell us what do you do? And if for the few people who don't know Claire's, what is Claire's?

Jillian Cueffe (1:13)

So I am the Chief Merchandising Officer, and Claire's is the most accessible piercing destination and modern playground for girlhood.

Suzy Davidkhanian (1:24)

Many of us know Merchand, but just in case, what is that entail?

Jillian Cueffe (1:28)

So I lead all of design, production, buying and planning and sourcing, and really in charge of the overall assortment and experience for the Claire's brand.

Suzy Davidkhanian (1:42)

I love that. And tell us, what is your current favorite? You can pick which one you want to talk about, book, podcast, TV show, movie.

Jillian Cueffe (1:50)

Ooh, this is so hard. I'm going to out myself because I'm really excited that there's a new ACOTAR book coming out. And I also just read the most recent release of Fourth Wing that is coming out. So I'm giving you a little clue into what I read when I'm not operating as chief merchandising officer.

Arielle Feger (2:14)

You're a romanticy girl.

Suzy Davidkhanian (2:16)

I like it. I am. I am. Can you tell me? I have never heard of these books. Can you tell me more?

Jillian Cueffe (2:21)

It's a lot of dragons and fairies.

Suzy Davidkhanian (2:24)

Oh, fantastic.

Jillian Cueffe (2:25)

And yes, that kind of fit.

Suzy Davidkhanian (2:27)

I did not realize that.

Jillian Cueffe (2:29)

It's very, very fun. And there's a lot of content to get through if you get into it. So highly recommend.

Arielle Feger (2:37)

I still have yet to get into either of those series, but I probably will someday. I mean, there's just so many books in the world, but maybe this is the time.

Jillian Cueffe (2:47)

It's definitely the time. I believe there's content coming out for both of those series on either Amazon or one of the networks is doing some content that's coming. But I am actually a fan of graphic audio. So I listen on Audible to a few spots. Graphic audio is like listening to a movie. So if you're going to get into it, I highly recommend.

Suzy Davidkhanian (3:09)

Oh, awesome.

Arielle Feger (3:10)

Love that recommendation.

Suzy Davidkhanian (3:12)

That's like an experience.

Jillian Cueffe (3:13)

It is.

Suzy Davidkhanian (3:14)

I love it. Well, it's like Claire's, right? For more than 60 years.

Arielle Feger (3:18)

Great pivot. Amazing.

Suzy Davidkhanian (3:20)

Thank you.

Jillian Cueffe (3:21)

You got it. Yes, we have been part of piercing and growing up for generations.

Suzy Davidkhanian (3:26)

Right. And for more than 60 years, you guys have been part of that generation of girls, part of their growing up like you just said. And for many, it was the place where you got your ears pierced. You discovered the latest accessories, and maybe it took you to the mall, and you spent time with your friends. But today's Jen Alpha shopper is growing up in a very different world. Trends are moving so much faster, inspiration is coming from everywhere, and kids have more choices than ever before.

So while many moms have loved Claire's when they were growing up, it doesn't automatically make it her brand. So today we're going to talk about how Claire's is reimagining everything from its products and stores to where and how to reach shoppers. All the while holding on to the things that made it iconic in the first place, and what other retailers can learn from that transformation. But before we get started, you guys, I wanted to ask you if you remember your first ear piercing experience.