Pierced By Claire’s

CASE STUDY

History

Claire’s was originally founded in 1961 by Rowland Schaefer under Fashion Tress Industries, starting as a wig business. However, when wigs began to lose popularity, Schaefer pivoted and changed the name to Claire’s in 1977 to reflect the girl-next-door charm everyone could relate to. In 1978, Claire’s began offering ear piercings, which quickly became one of the brand’s signature services. Over the years, Claire’s has pierced more than 100 million ears worldwide. In 2023, recognizing the need to stand out from competitors and appeal to a younger, trend-conscious generation, Claire’s rebranded its piercing services as Pierced By Claire’s, offering a refreshed, modern identity while maintaining the safety and trust that the brand has been known for over the decades.

Original Logo

Revised Logo

I wanted the revised Pierced By Claire’s logo to be more trendy and eye-catching, appealing to a younger, fashion-forward audience. The inclusion of the ear brings a sense of creativity. It adds a fun, playful element to the design, while the diamonds make the logo pop and connect directly to the theme of jewelry and piercings. The overall goal was to create a modern and stylish look that captures the essence of Pierced By Claire’s and stands out from competitors.

Competitive Analysis

• Studs: A trendy brand specializing in body piercings, known for its minimalist, stylish approach and a clean, upscale environment.

• Rowan: Focuses on health and safety by using licensed nurses for piercings, appealing to customers who prioritize professional care.

• Icing (Claire’s sister brand): Targets a slightly older demographic with more sophisticated accessories, offering similar services but aimed at a different market.

Target Market

• Primary Audience: Teens and young adults, primarily ages 13-25, who are fashion-forward and trend-conscious.

• Defining Qualities: They value self-expression, individuality, and inclusivity while seeking safe, stylish, and fun piercing experiences.