Draftfcb Worldwide, New York 
- 100 West 33rd Street
- New York, New York 10001-2900
- United States
- Phone: 212 885-3000
- Fax: 212 885-3300
- Country Phone Code: 1
- Website: www.draftfcb.com
- Email: newbusiness@draftfcb.com
Claire’s Stores Open In China with Draftfcb
December 12, 2012
Famous 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 inspirations.”
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.
About Draftfcb
With an equal focus on creativity and accountability, Draftfcb is committed to producing brilliant ideas that change consumer behaviour. As a global, fully integrated marketing communications agency operating against a single P&L, Draftfcb provides clients with highly collaborative, channel-neutral thinking that delivers engagement and, most importantly, action. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing. The agency’s corporate leadership team includes Howard Draft, executive chairman; Laurence Boschetto, CEO and president; Jonathan Harries, vice chairman emeritus & executive advisor, global creative; and Neil Miller, chief operating officer. The Draftfcb network spans 150 offices in 90 countries and employs nearly 9,000 people. The agency is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.draftfcb.com
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 inspirations.”
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.
About Draftfcb
With an equal focus on creativity and accountability, Draftfcb is committed to producing brilliant ideas that change consumer behaviour. As a global, fully integrated marketing communications agency operating against a single P&L, Draftfcb provides clients with highly collaborative, channel-neutral thinking that delivers engagement and, most importantly, action. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing. The agency’s corporate leadership team includes Howard Draft, executive chairman; Laurence Boschetto, CEO and president; Jonathan Harries, vice chairman emeritus & executive advisor, global creative; and Neil Miller, chief operating officer. The Draftfcb network spans 150 offices in 90 countries and employs nearly 9,000 people. The agency is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.draftfcb.com
