Claire’s in administration as gen Alpha shops online

It marks more than the end of easy ear piercing; it reflects a generational shift in shopping habits. A rite of passage for early-2000s teenagers, Claire’s thrived on plastic butterfly clips, glittery earrings and friendship bracelets. But today’s tweens – generation Alpha, born since 2010 – aren’t buying. By age 10, 68% own a luxury product, and half received theirs earlier than older siblings, according to data from Razorfish.

Raised entirely in a digital world, gen Alpha are steeped in influencer culture, luxury branding and aesthetics borrowed from older generations. Half hear about brands on YouTube before anywhere else and 49% trust influencers as much as family when making purchase decisions. Meanwhile, nearly half of gen Z teens and 59% of adults shop online at least once a week, according to Mintel.

Claire’s joins a growing list of teen staples – Miss Selfridge, Tammy Girl, Topshop – that have disappeared from physical retail. The “teen shop” – in bricks and mortar form – is becoming an endangered species.

Yet some have adapted. Hollister, once defined by dark stores, heavy scents and beach branding, has re-emerged as a top teen label by shifting to a more inclusive, trend-led aesthetic.

With TikTok campaigns, influencer collaborations and a stronger digital presence, it has positioned itself where teens actually spend their time.

The strategy is paying off: in May, Hollister’s revenues rose 22% year-on-year to $549m. The lesson? Evolve fast – or become another nostalgic high-street memory.

Photograph by Seth Wenig/AP