We’re hoping that you’ve already read our piece about the spending power of Gen Alpha, which outlined the importance of reaching the generation born between 2010 and 2024 because that group’s spending power is expected to hit $5.46 trillion by 2029, according to research-based advisory firm McCrindle.
But let’s pretend for a moment that you’re just a casual CFO Brew reader who doesn’t hang on to our every word with bated breath. Maybe, just maybe, you need an on-the-go, quick-burning primer as you attempt to get a Gen Alpha financial strategy in place. And hey, would you look at that: We can offer that as well. Or rather, Kristin Patrick, EVP, CMO, and head of e-commerce for teen accessories retailer Claire’s, can explain the most crucial ingredient of a good Gen Alpha game plan.
She’d know: When Patrick started at Claire’s, “the company had been taken through bankruptcy, and there was a new leadership team” she told CFO Brew. “What we very quickly realized is that we have this tremendous brand and tremendous equity. We’ve got about 95% brand awareness around the world. And when we talked to consumers, they told us, ‘Listen, we love Claire’s. We haven’t been in the stores in a while, but we actually would accept more from you.’”
So Patrick and her team “set out on a journey to transform the brand and to make it something that would appeal to the ‘Gen Zalpha’ demographic,” she explained.
Click here for more on capturing Gen Alpha.—NP
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