CLAIRE'S INTRODUCES 24/7 SHOPPING ON CLAIRES.COM
Claire’s launches e-commerce in the U.S., integrating online shopping with rich fashion editorial and
social content.
Chicago, IL – 21 July 2011 – 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.
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“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.
MEDIA CONTACT
Michelle Melton
Chandelier Creative
212.620.5252
michelle@chandeliercreative.com
INVESTOR CONTACT
Per Brodin, EVP and CFO
Claire’s Stores
954.433.3900
investor.relations@claires.com
ABOUT CLAIRE'S STORES
Claire’s Stores, Inc. is one of the world’s leading specialty retailers of fashionable accessories and jewelry
at affordable prices for young women, teens, tweens and girls ages 3 to 27. The Company operates through
its two store concepts: Claire’s® and Icing®, while the latter operates only in North America, Claire’s
operates worldwide. As of April 30, 2011, Claire's Stores, Inc. operated 3,000 stores in North America and
Europe. The Company also franchised or licensed 391 stores in Japan, the Middle East, Turkey, Russia,
Greece, South Africa, Guatemala, Malta and Ukraine. For more information go to www.claires.com.
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