Icing Announces New Branding Program

Apr 25, 2013, 11:39 ET from Icing

CHICAGO, April 25, 2013  /PRNewswire/ -- Icing, the fashion forward jewelry and accessories brand, founded by Claire's Inc. in 1996, unveils a new branding program that includes an updated store design, new brand visual identity, modernized logo and the brand's first ever e-commerce enabled website. This new branding concept introduces a sophisticated overall marketing strategy establishing the brand as a destination for fashionable jewelry, accessories and expert style advice for young women ages 18 plus.

In 2013, Icing will open a total of 37 new and remodeled stores offering an innovative take on the contemporary brand's aesthetic, product offerings and collections. The new stores are designed with a fresh and beautiful color palette and an updated merchandising layout that provides an easy and engaging shopping experience for its guest.

Targeted to young women ages 18-34, Icing.com features an expertly curated selection of fashion and jewelry accessories - "must haves" for every season. Envisioned as an all encompassing lifestyle brand, Icing offers home decor, statement jewelry, hair accessories and beauty tools to the many varied interests of our guest.     

"We've taken a holistic and consumer centric approach to create a truly branded shopping experience," says Dina Keenan, Global SVP/Chief Marketing Officer. "The new store is designed with our guest in mind. It is modern, airy and incorporates our Icing blush, soft gray and a touch of metallic in the new color palette. There's a new contemporary look and feel. Our goal is to clearly define the Icing brand across all touch points and also be very clear about why we are unique and what we stand for as a brand."

Icing.com also encourages guests to engage via social media through how-to videos, contests and interactive conversations with brand style advisors. "Icing strives to be a part of our girl's daily conversations about fashion and accessories. We are doing this by encouraging a relationship where she can 'say something' and we will listen," says Joel Herman, Executive Vice President of Icing.

About Claire's Stores, Inc.

Claire's Inc. is one of the world's leading specialty retailers of fashionable jewelry and accessories for young women, teens, tweens and girls ages 3 to 34. The Company operates through its two store concepts: Claire's® and Icing®.  Claire's acquired the Icing brand in 1996 and operates just under 400 stores nationwide. Designed for mature women in their twenties and thirties, Icing embodies fun, fabulous jewelry and accessories at an affordable price. As of February 2, 2013, Claire's Stores, Inc. operated 3,500 stores in 43 countries. Additional information is available on the Company's corporate website at http://www.clairestores.com and Icing's recently launched site http://www.icing.com/