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Imagine this: you are inside a local mall, and you are planning at getting some grub at the food court, your tablet repaired at Apple, some browsing at American Eagle, and maybe laugh at the teenagers shopping over at Spencer's. You glance over as you walk in, and see this: Claire's? Sure, you're window shopping, but... the name isn't descriptive, they have no logo, the front displays don't really show you what they sell. Why should I step into this store? I could look up what they sell while I'm waiting for my food order, but I'm not that invested in this black-hole - and oh look an Orange Julius!
I'm not super popular ('like oh my gawdddd let's go to the mall and tease the boys to get free movie tickets and dinner') but literally nobody I know from any generation knows wtf this store is. It might as well be a real-life creation of a store from GTA.
Apparently they sell "accessories, jewelry, and toys primarily aimed towards tween and teen girls, and young women". I'm male but gay af and hung out regularly (read: almost daily) with the chick crowd as a teen, and still nobody, even in my extended friends-of-friends, had gone into one. That's not great for business.
This is so bizarrely different from my experience. I would bet 90% of women in my generation (millennial) who ever spent time in a mall think of Claire’s as the default place to get your ears pierced. And naturally then, to get new earrings or other jewelry.
As a teen, it was a default stop on the mall circuit every weekend; it’s where my sister and I both got our ears pierced when we turned 13, and where I got jewelry for prom and BFF keychains with friends before going off to college. I was far from popular; I was the nerd who sat at the front of the bus and read a book to avoid my bullies, etc. I only even had friends to go to the mall with as a teen because I went to a college preparatory high school where almost everyone else was a nerd, too. But despite my lowly status on the social totem pole, Claire’s was a staple.
I'm a millennial guy and even I know what Claire's is. Not because I ever went in there or cared about it, but just because (contrary to what the person upthread said) the entrance is bright and open so it's pretty easy to see into the place and a bunch of racks of cheap jewelry and whatnot are pretty distinctive, as far as merchandise goes. It's not like one of those stores that are moodily-lit or obscure what's inside to try to make people curious.
Right?! I thought about mentioning the bright lighting and glass walls that make all the products visible. Or the window clings advertising ear piercings.
Anyway, thanks for validating my thoughts… I was very confused by the person I responded to and thought maybe the gender divide was greater than I thought, lol.