American fashion chain Claire’s opens in China with Draftfcb as lead brand agency

Last week Claire’s Stores opened its first two stores in China—both in Shanghai. There are plans to open 500 stores in the next five years across 50 Chinese cities, but their locations are being kept under wraps.

Catherine Kang, managing director of Claire's Stores China, said: “Young Chinese consumers are highly sophisticated in their fashion selections and we believe we have the product range to match their demands.”

Draftfcb's strategy for the launch campaign is built around an insight that life is a journey and every experience in life shapes the personalities and styles of these young consumers.

The agency is leading all brand communications that carry the theme 'Spark the diversity of your beauty'. It is also responsible for in-store design, including a series of visuals with the tagline 'Accessories can talk!', to show how accessories can accentuate beauty.

Media channels for the campaign includes digital components, print advertorials and out-of-home posters in the vicinity of the new stores.

Founded in 1961, Claire's Stores is a specialty retailer of fashion accessories, jewellery and ear-piercing. The company’s marketing programmes in North America and Europe have partnered with high-profile celebrities such as Justin Bieber and Katy Perry.