Patrick helped coin the term “Zalpha,” a combination of Gen Z and Gen Alpha, the group born beginning in 2010, two years ago when the chain began airing its first TV campaign.
Claire’s selected its new creator group internally through people in its “community through conversations with our consumers, our cultural curators and partners as well as social media,” Patrick said. The retailer is working with its agency Shadow on PR.
Though partnering with child influencers under the age of 18 can be a murky landscape still lacking in regulation and legal guidelines, Claire’s does have experience working with younger consumers.
Patrick noted that Claire’s previous initiatives such as Dear Claire, a dialogue series with 12 Gen Z consumers, and its TikTok Creator Program have also helped the retailer stay in touch with customer preferences.
Also read: How to get Gen Z to shop in stores
The seven “Zalpha” creators on Claire’s marketing roster include Ayla Palmer, a 7-year-old fashion designer, Ariana Feygin, a 19-year-old chef and Kaylee Foxhoven, a 17-year-old soccer player. They will advise on creative content and activations such as in-store experiences and events. In addition, the group will help with styling photo shoots and create content on social media.
While the current Collab program will run for one year, Claire’s is planning to have open casting calls in the future for more members.