Draftfcb launch Claire’s in China: plans to open 500 stores over five years across 50 cities

American fashion chain Claire’s Stores Inc. has started its expansion program into China and appointed Draftfcb as the lead brand agency.

Founded in 1961, Claire’s Stores is one of the world’s leading specialty retailers of fashion accessories, jewellery and beauty products designed for young people. Its network has more than 3,500 stores in 39 countries worldwide and offers about 9,000 high-quality products.

The company’s marketing programs have achieved extensive visibility particularly in North America and Europe by partnering with high profile celebrities and brands including Justin Bieber, Katy Perry, Glee and Disney. As well as its fashion-focused product range, Claire’s Stores is also the world leader in professional ear-piercing with almost three million cases annually. Around the world, Claire’s Stores accounts for one case of ear piercing every eight seconds.

Last week Claire’s Stores opened its first two stores in China, both in Shanghai and there are plans to open 500 stores in the next five years across 50 cities in China.

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

Draftfcb is leading all brand communications through a variety of media channels and has also been responsible for Claire’s Stores in-store decorations and designs. The agency’s strategy for the launch campaign is built around an insight that young consumers in China believe that life is a journey and every experience in life shapes their personalities and style.

“Claire’s is really the style guru in Fun Fashion,” said Draftfcb Greater China Chairman and CEO Pully Chau. “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 inspiration.”

The launch campaign carries the theme “Spark the diversity of your beauty”. In addition, for instore activities the agency has developed a series of key visuals with the theme  “Accessories can talk!” that use Claire’s products to emphasise how accessories can make people’s beauty more pronounced.

Media for the launch campaign includes a major digital component, as well as print ads, advertorials and out of home in the vicinity of the new stores. More Claire’s Stores outlets will be open within China in the near future, but their locations are being kept under wraps.