American chain Claire’s has launched its European web shop: the retailer of jewelry, cosmetics, hair- and fashion accessories, which is very popular with women aged 14 to 23, will now deliver its products in more than 180 countries worldwide.
With the (British) customer in mind
Ever more retailers are acknowledging that a multi-channel strategy is not a luxury anymore, but something of vital importance. Claire’s has finally decided to follow suit: the American accessory brand for girls and young adult females has therefore launched its European online shop from England.
“We have created the site with our consumers in mind”, David Devany, director of European e-commerce activities. Those consumers seem to be very British, because the shop is only accessible in English and whoever surfs to www.claires.eu gets redirected immediately to www.claires.co.uk.
Otherwise the statement of Devany is right: the shop offers a nifty “gift finder” for those people looking for gifts, a whole list of online boutiques, video content (with “how to”-tutorials), music lists and links to social media, “our consumers’ key communication channel”. Next to the normal assortment that can be found in physical stores, the online shop will also offer “web only”-products.
Claire’s has studied its young customers well and it shows: the online shop is also ready for m-commerce. “By the end of 2014, we foresee that mobile transaction usage will overtake desktop computers”, says David Devany.
“Right now, 66 per cent of 14-23 year-olds own a smartphone and 73 per cent of teens are active on social media. We wanted our site to be an extension to our consumers' lifes, an engaging destination to explore the latest trends and share their voice with us.”
“The launch of e-commerce for our European business is very exciting for us. It enables us to give our consumers a true 360 degree shopping experience, with the possibility to shop in-store, online and on mobile”, says Beatrice Lafon, president of Claire’s Europe.
More than 3,000 shops
Claire’s Stores is one of the largest specialised retailers of fashionable accessories and jewellery for girls and young women aged 3 to 27 worldwide. Last year it had net sales worth 1.56 billion dollar (+4.1%), more than 1.2 billion euro.
At the start of the year the company had 3,085 stores in North America, Europe and China and it has 392 boutiques in franchise (among other in Turkey, the Middle East, Central and South America).