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This summer, Pacsun plans to continue embracing digital channels and social media to engage with younger shoppers in the virtual spaces where they already spend the most time, like TikTok, where Pacsun has more than 2 million followers — a goal the company set in 2021 and reached last year. The summer campaign is designed to give fans an authentic look into the brand and drive engagements online and in-person.
Central to the push is the roll out of live-selling streams on TikTok that will rely on the brand’s stable of microinfluencers, called the Pac Community. The weekly events will emanate from the brand’s stores in downtown Los Angeles and Fashion Island in Newport Beach, California, as well as from music festivals such as Stagecoach, Governors Ball and Daytrip Long Beach.
Pacsun’s embrace of livestream shopping on TikTok comes as the platform continues to dabble in the technology, even as it has struggled to take off in the U.S. and has been scaled back on Meta’s Facebook and Instagram platforms. Livestream shopping could shorten the sales funnel for consumers on TikTok who want to engage with the brand and its influencers and are ready to shop.
Gaming platform Roblox, a key part of the nascent metaverse, continues to be a focus of Pacsun’s marketing strategy this year. The brand recently released updates of new user-generated content challenges and giveaways on Pacsun Los Angeles Tycoon. Pacsun’s influencers will promote the new challenges early next month.
Pacsun last winter unveiled a holiday campaign titled “PacVerse,” a play on the metaverse meant to celebrate virtual identities that expanded its PacWorld experience on Roblox. Along with its Pac Community of influencers, the brand has also experimented with a virtual influencer for last fall’s back-to-school ads.
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From makeup and skincare to tinned fish and running shoes, these are the brands that stand out in an increasingly crowded retail environment.
With the threat of a recession looming, the new year brings about a slew of challenges for retailers — but not all is gloomy.
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