Client
20 End Users
were invited to participate in visioning sessions and design charettes for this Claire's prototype
Claire's Prototype Design
01 Challenge
BHDP partnered with the Claire’s store design and executive team to develop a new prototype that would help accelerate the brand’s future growth. It was important to Claire’s that the new store design would become a manifestation of the brand and address the expectations of a young consumer looking to explore fashion for the first time.
02 Solution
To gain valuable audience insights, BHDP began its collaborative design process by staging a focus group with the brand’s primary shopper segment—eight to 15-year-old girls. 20 girls were invited to participate in an immersive series of discussions to share more information about their current shopping habits and perceptions of existing retailers, including Claire’s.
Quick Facts
Location Multiple
Completion Date 2009
03 Results
Armed with this information, BHDP’s new store design featured a reinvention of the ear piercing experience, the development of more intuitive organizational tools for merchandising to this young, but highly discerning audience, and full integration of the brand’s color—purple—throughout the prototype.
The Claire's project wouldn't have been a success without our collaboration with some awesome young girls. Check out this video to see this project develop—from concept, to design, to the final store tour.
