Katy Perry is coming to Claire’s.
This story first appeared in the February 24, 2014 issue of WWD. Subscribe Today.
The retailer, which targets three- to 18-year-olds, is launching the Katy Perry Prism collection of jewelry and accessories globally in more than 3,000 stores. This is the first time Claire’s has introduced a line throughout the world, including 1,590 stores in the U.S. The balance of units are in Canada and 44 international countries.
Katy Perry Prism is a two-year deal timed to coincide with the singer’s world tour, which starts in May. “When we survey our girls around the world, she’s the superstar that resonates globally,” said Jim Fielding, chief executive officer of Claire’s. “We’ve done smaller deals and always carried different products. Katy is our big one.”
Fielding stressed that Prism is not simply product with Perry’s likeness, it’s being designed and curated by the star. “Katy is designing a line of jewelry and accessories that she wanted to make for her fans,” Fielding said, adding that she’s working with Claire’s internal design team. “The overlap between her fans and the Claire’s customer is a great overlap. Katy is a very smart businesswoman and a great performer. She knows her brand very well. She has a definite aesthetic and point of view.”
The collection will include limited-edition items, seasonal novelty pieces, collectibles and product inspired by the lyrics and titles of Perry’s greatest hits. Regular updates in the Katy Perry collection will keep the assortment fresh, Fielding said.
Other collections at Claire’s include Dylan’s Candy Bar, which is being sold at Dylan’s and Claire’s stores as well as online at claires.com and dylanscandybar.com. Products, all less than $24, include jewelry, lip glosses, nail polish, iPhone cases as well as lollipops, chocolate bars and cotton-candy buckets.
There’s also the Sophia Grace & Rosie collection, inspired by the eight-year-old British singer and her younger cousin, who rose to fame as guests on “The Ellen Degeneres Show” singing “Super Bass” by Nicki Minaj.
The line includes 12 items such as tutus, tiaras and cosmetics. Claire’s will supply product for Sophia Grace & Rosie’s upcoming film, tentatively scheduled for release later this year.
Claire’s is planning store openings in the U.S., although Fielding wouldn’t specify how many. The brand is aggressively growing its online business, which is “still a small percentage of our total,” he said. Three Web sites, claires.com in the U.S., claires.co.uk and claires.co.fr, service 118 countries. “Last year, we opened stores in Costa Rica, the Philippines and Columbia and all of those had some online interest before we opened them,” Fielding said. “We definitely evaluate if there seems to be a large percentage of orders going to a certain country.”