Butterfly clips and big potential: Claire’s next era

Claire’s isn’t just a store - it’s a rite of passage. As a mum of girls, I spent a lot of time watching my two run wild in its stores. 

Like millions of other Millennials and Gen Z, it was the place where they got their first ear piercing, sorted through busy aisles, loaded up on sparkly butterfly clips, and built early ideas of style and self. It was retail anarchy in pink and purple - yet somehow, it made total sense when you were a tween.

My girls grew older and their interests and demands of retail changed. What once felt like a treasure hunt quickly became sensory overload, and the sparkly butterfly clips - once retail gold - suddenly looked like props from the dress-up games they’d long since outgrown.

As sadly seen by Claire’s recent collapse into administration, legacy status isn’t enough in today’s retail landscape. Gen Alpha - the next wave of independent consumers - are coming of age with higher expectations. These young people are considered first-generation digital natives. 

For this audience, it’s not just about the product; it’s about personality, purpose and places that speak their language.

With world-class beauty hacks at their fingertips thanks to digital platforms like TikTok, YouTube and Instagram, their style is more curated, their cultural radar sharpened to a finer point. They’ve grown up watching brands crack jokes under Instagram reels and keeping up with cultural trends on TikTok, and they expect the same energy when shopping in-store, too.

For this audience, it’s not just about the product; it’s about personality, purpose and places that speak their language. Claire’s stainless steel friendship bracelets might hold special memories, but sentimentality alone won’t keep consumers coming back.

Above: Once a high street staple, Claire's was "retail anarchy in pink and purple - yet somehow, it made total sense when you were a tween".

It’s not about chasing trends, it’s about defining your identity

Right now, Claire’s is sitting on a golden opportunity to reinvent itself. The big question is: what does rebirth look like for a brand built on the legacy of the past?

In today’s TikTok era, where trends change by the second, it’s tempting for youth brands to respond by going into reactive mode - flooding shelves with whatever aesthetic is trending that week. Claire’s has been here before, from last season’s Disney princess, shelves packed with Squishmallows and rack after rack of cheap jewellery. But chasing microtrends isn’t the same as building brand loyalty. To stay relevant, brands need to ground themselves in a clear identity. They’ll need to move with the generations, not constantly scramble to keep up.

To stay relevant, brands need to ground themselves in a clear identity.

Dr. Martens is a brand that has mastered the art of staying relevant by leaning into its cultural heritage. Once known for being the uniform of punks in the 70s or skinheads in the 80s, the brand has turned that rebellious past into a source of powerful nostalgia for a new generation. With its recent Buzz campaign, Dr. Martens showed how it can celebrate the past while shaping the future. 

To launch its new retro-inspired Buzz silhouette, the brand brought 90s nostalgia to life through a reimagined broadcast van, fronted by contemporary music icon Lola Young. As it toured the streets of London, the activation became a moving stage - channelling Dr. Martens’ heritage and rebellious spirit in a way that felt fresh, modern, and perfectly in tune with today’s fashion-forward audience.

Above: Dr. Martens' retro-inspired Buzz broadcast van.

Another great example of a brand that is really owning its space right now is Astrid & Miyu. Opening its London flagship — House of Astrid & Miyu — last year, the store reflects the wider global shift towards experiential, premium beauty spaces. It embodies the brand’s commitment to ‘creating playgrounds for jewellery lovers,’ offering a multi-sensory and immersive environment that feels both intentional and emotionally resonant. Its centrepiece, The Orb, is a three-metre kinetic light installation that casts ever-changing hues, drawing passersby in from Carnaby Street. 

Beyond the spectacle, the store deepens emotional bonds with its community through service-led areas, intimate moments, and the first-of-its-kind A&M Café, which blends retail with relaxation and local collaborations. It’s a strong example of how retail can evolve into an immersive, community-driven playground.

Claire’s could reframe its own unique heritage as part of a cultural story, using nostalgia not as something dated but as a bridge to reintroduce itself to a new generation in a way that feels both modern and meaningful. One that doesn’t just feel playful because it’s decked out in pastel-coloured balloons, but because it genuinely mirrors the spirit of its audience. 

Leaning into its 90s and noughties golden era could be key - not as a crutch, but as a foundation for something fun and fresh.

This could involve mini-makeover zones, personalisation stations or even party hubs. And, please, Claire’s, think about the parents. This sub-audience is as important as the tween shoppers themselves. Make Claire’s a space for them too, give them a seat and a moment to recharge - they’ll really appreciate you for it!!

Leaning into its 90s and noughties golden era could be key - not as a crutch, but as a foundation for something fun and fresh. Maximalist, but intentional. Chaotic, but in a way that feels exciting, not overwhelming. Think of it as Sephora’s bubbly little sister or even the tween version of Lovisa - still a bit mischievous, still experimenting with accessories, still figuring it out. The point isn’t solely which direction Claire’s chooses, it’s how confidently the brand executes it. In today’s youth market, brand identity isn’t a nice-to-have; it’s non-negotiable. It’s time for Claire’s to pick a lane and own it unapologetically.