Building on Bling

Claire’s has been known for decades as much for cheap fun-fashion accessories as it is for in-store ear-piercing. Company management decided to lean into its reputation with a new marketing campaign called Pierced by Claire’s, focused squarely at Gen Zalpha—9- to 14-year-olds—and their unadorned ears. In addition to a clearly illustrative wordmark, Pierced will introduce a digital character named Pierce, who will appear throughout the company’s marketing.

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