Claire's Introduces 24/7 Shopping on Claires.com

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Claire’s launches e-commerce in the U.S., integrating online shopping with rich fashion editorial and social content.

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Our creative and unique integration of fashion editorial with commerce puts us on track to become a top social shopping destination.

Claire's, one of the world's leading specialty retailers of fashionable accessories and jewelry at affordable prices for teens, tweens and kids, has re-launched its U.S., Canada, and UK websites and instituted online shopping in the U.S. as the first part of a multi-phase e-commerce strategy. The updated site maintains the style and personality of its loyal teen and tween fans, who have actively engaged with Claire’s Style Bloggers and editorial fashion content since last September, and now enables them to click to purchase their favorite looks. An extensive, industry-leading selection of thousands of accessory and jewelry items including handbags, hats, scarves, and cosmetics are available to buy online or add to wish lists that can be shared by email with friends and family.

“The new site stays true to our goal of providing a fun and engaging destination for our customers to explore the latest trends and share their voices with us and each other on what products they like, how they express themselves through fashion, and what else they want from Claire’s. E-commerce is a logical growth channel for our business, and is all the more relevant given the social power and online influence particularly of our core teen customer group,” noted Gene Kahn, Claire’s Stores CEO. “As we continue to upgrade our merchandise assortment for each target customer group and the in-store experience, our enhanced site for the first time brings our Claire’s assortment online to better serve our loyal customers as well as reach new audiences that aren’t aware of our expansive range. We applaud the effort and energy of our entire Claire’s team, who have worked tirelessly to ensure we launch a first-class website and online store.”

Within the new claires.com searchable product catalog, The Goods, customers can browse and add items to their cart or to wish lists, as well as ‘like’ and ‘share’ products through email and social media channels such as Facebook and Twitter. Products and content are categorized by target customer group, allowing shoppers to easily find the most appropriate merchandise and fashion stories. Claire’s Style Blogs, Style File, Beauty File, and Tween Style interactive content helps customers explore trends and gather fashion inspiration from creatively themed product photography and authentic blog postings from teen peers. Claire’s has combined shopping with content in an innovative way by also embedding shopping features throughout the site’s editorial content so visitors can shop by themes and looks or based on recommendations from bloggers.

“We are focused on making it easier for customers to connect with Claire’s, how and when they want,” said Jay Friedman, President of North America. “By adding the ability, initially in the United States, to purchase our extensive assortment of affordable, on-trend accessories, jewelry, and beauty products directly from our site, we believe we are delivering the compelling, end-to-end online user experience that teen and tween customers expect today. Our creative and unique integration of fashion editorial with commerce puts us on track to become a top social shopping destination."

The new claires.com site was developed in conjunction with Chandelier Creative, Amplifi Commerce, and Oracle Commerce OnDemand.

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Michelle Melton
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