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Claire's Accessories

Claire's Stores starts Chinese expansion programme with Draftfcb as the lead brand agency

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By Gillian West, Social media manager

December 17, 2012 | 2 min read

Fashion chain Claire’s Stores Inc. has commenced its expansion programme into China and has selected Draftfcb as the lead brand agency.

With more than 3,500 stores across 39 countries worldwide, Claire’s Stores marketing programmes have achieved extensive visibility for the brand particularly in North American and Europe by partnering with high profile celebrities and brands including Disney, Katy Perry, Justin Bieber and Glee.

In the last week Claire’s Stores has opened its first two branches in China, both in Shanghai. Over the next five years the chain plans to open some 500 stores across 50 cities in China. The launch campaign for the region carries the theme ‘Spark the diversity of your beauty’, in-store activities also include key visuals with the theme ‘Accessories can talk’.

Media for the launch includes print ads, advertorials, and out-of-home media in the vicinity of the new stores.

Managing director of Claire’s Stores China, Catherine Kang, commented: “We are enthusiastic about our expansion plans in China and our communications partnership with Draftfcb. Young Chinese consumers are highly sophisticated in their fashion selections and we believe we have the product range to match their demands.”

Draftfcb will now handle all brand communications for the stores through a number of media channels. The agency will also handle Claire’s Stores in-store decorations and designs.

Pully Chau, Draftfcb Greater China chairman and CEO, added: “Claire’s offers a diverse and exclusive array of accessories that young consumers can mix and match to create their own distinctive styles, but with global inspirations.”

Claire's Accessories

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