Claire’s is meeting consumers in the Metaverse.
This year, Claire’s has become a global brand, reaching consumers through its stores. Expanding brand footprint and role in consumers’ lives. Executive His Vice President and Chief Marketing Officer Christine Patrick said: “We started doing this when they were telling us where they were spending their lives.”
Claire’s consumers turned out to be fans of Roblox, a gaming platform that exists in the metaverse. “Our consumers affectionately call her the Zalpha generation. [Gen Z and Gen Alpha]They’re all over Roblox,” Patrick said. “We talked to them. If they are there, we have to be there.It was a very natural step for us.”
In a changing retail landscape, Claire’s has transformed in two years from a traditional mall-based retailer into a fully integrated global fashion powerhouse, with strong brand equity and outstanding We leverage our services, products and experiences. Amplify brand value, accelerate growth, expand services and reach new audiences.
The Roblox game ShimmerVille was released today. It offers a community where customers can build, decorate and personalize their homes, buy fun rides to get around town, and access exclusive events and partner experiences.
ShimmerVille has a unique economy where visitors can earn digital currency by doing fun retail jobs, playing numerous mini-games, or spending time on experiences.
Colorful, playful and expressive pet companions, each with their own style and personality unlike anything you’ll find on Roblox. At launch, Virtual His Universe offers 15 of his pets, with more to come.
There’s also the opportunity to accessorize your avatars and critters with a growing selection of fashions, jewelry and special emotes that allow for a more interactive gameplay experience.
“You can express yourself in town,” said Patrick. “You can find things to do in town. We plan to offer ear piercing jobs and phygital products over time. We plan to digitize this experience. Some of our best-selling products are available through the Metaverse Experience.
“Over time, we hope to grab some assets from the game and put them in the store,” added Patrick. “We also plan to connect our loyalty program to the Metaverse Experience, which will allow us to unlock coins and rewards for playing in the Metaverse.”
Claire’s customer base includes Gen Z, whom the retailer describes as 13+, and Alpha, who are under 13.
Claire’s is busy selling products outside of the stores it owns and operates, partnering with other retail channels such as Macy’s, ASDA and Walmart.
Consumers can purchase products in-game and use them to dress up their avatar. “The games and gameplay we chose are a form of self-expression,” said Patrick. “In-gameplay, you give birth to pets, pick them up, and choose a home to live in. The home you choose represents who you are in your personal style in-game. Above all, we will really focus on bringing to life the core aspects of what the brand stands for.”
Claire built ShimmerVille from the ground up, working with game creation company WonderWorks, who are experts in the field. “We talked to them about what the brand stands for and what they think,” said Patrick.
“When I joined last year, I spent a lot of time talking to consumers,” said Patrick. “What they told me is that they love the brand, but they want to experience it in different ways. , got an e-commerce platform.
“They said they wanted apparel, they wanted things to decorate their dorm rooms and bedrooms at home,” Patrick added. It didn’t seem like a natural step, but we created Claire’s Cafe in a virtual world.”
Claire’s monetizes ShimmerVille from the sale of select in-game merchandise. “We look at everything as this kind of claire ecosystem,” said Patrick. “Experience us in store, experience us in other retailers and e-commerce channels, go to virtual space to buy products, walk into our store and buy products. games in-store.”
Patrick said it’s becoming a virtual cycle with many connection points to blend with the brand and many opportunities to purchase Claire’s products.
“I think that’s where it all goes,” she added. “What distinguishes this generation is that they are very digitally savvy. Their connections between virtual worlds and physical spaces, and how brands move between those spaces, are what we It’s the future of how we need to exist in their world as a brand.”
The game could affect stores, the products they sell and the services they offer, Patrick said. “Let’s say this guy Claire’s Cafe takes off in ShimmerVille. What’s happening in the digital world, he wants to do in the physical world,” Patrick said. “Claire’s in-game shopping experience takes many forms. I think over time we will learn from space. I think the space now really complements our store.” .
“Playing the game gave us a deep dive into what the brand stands for and what it means to consumers, even from a design standpoint,” said Patrick. “I started from scratch, looking at different iterations of the game, because I wanted this game to represent a very modern interpretation of the brand. is very futuristic and it’s a really strong design sensibility and perspective.”
Instead of calling the game Claire’s, the company wanted a name that fit the adjacent brand. “Claire’s is about bringing sparkle and providing consumers with great jewelry and accessories,” he says Patrick. “We looked at the vision and lifestyle of this brand and what it could be like. This is the coolest generation, the Zα generation by the way, can’t wait to see where they take the world. I can’t.”