Claire’sMaggie BryantJordan CoutureLauren PirchettAndie RodgersMeagan Rose

History Established in 1974 35 years in business FT industries bought

Claire’s boutiques , which operated over 60 stores in Chicago

Claire’s went international in the nineties

By 1996, the ICING brand was created

3,000+ stores, worldwide

Current PromotionsWhat they are offering. . .

Buy 2 get, get 1 free (earrings) Free earring with a purchase of a starter kit Buy one, get one half off (hair accessories)

What they are not . . .

Television/radio advertisements Flexible return policy Aesthetically pleasing shopping environment

Promotional PlanClaire’s new promotional plan

will be to perfect the atmospherics, have celebrity endorsement, and advertise

more heavily with social media.

Promotional Plan cont. . .Cleaning up the stores will create a more

contusive environment for consumers to shop, while providing a hedonic experience. To

achieve this transformation Claire’s will. . .

Remove old carpeting and replace with a wood substitute floor

Reduce amount of merchandise, to allow for a more boutique like environment

Play music that the target market, tweens, will enjoy listening too. Upbeat music will encourage consumers to purchase

Reduce signage in forefront windows

Promotional Plan cont….Providing a celebrity endorser that is

admired by our target market, tweens, will create brand loyalty by associating a

face with the brand.

Justin Bieber would be a perfect candidate because he is popular amongst tweens, and he already has products, such as nail polishes, Claire’s could promote in their stores.

He could appear in flagship stores to sign autographs and promote his products, this would automatically bring more traffic into the stores and consumers will take notice of all the positive changes Claire’s has successfully implemented.

Promotional Plan Conclusion

Advertising is a key way to bring awareness to consumer’s mind, while creating brand equity.

It adds value the product while maintaining brand image Magazines like Teen Vogue and seventeen would appeal

to tweens Showing commercials after school hours and programs

will also create brand awareness.