(Image credit: Matthew Horwood via Getty Images Getty Images) As we delve into the details of brand strategy, it’s important to acknowledge the scale of what has happened to Claire’s over the past few weeks. 154 stores have closed. 1,300 people have lost their jobs. Claire’s is not the first, and I suspect not the last, to fall victim to the collapse of the high street, and this has a real impact on people and communities. When Claire’s first opened in the UK in 1996, it arrived in a world ready-made for what the brand represented. A time when wandering through shopping centres with no particular agenda was a common, enjoyable weekend activity. No price comparison on phones media trends. You walked into Claire's to be met with racks of shiny, glittery jewellery. The store is branded with the distinctive Claire’s purple. You knew exactly where you were.…