- Pacsun is doubling down on digital and social media efforts and counting on microinfluencers, store associates and customers — which the brand calls its Pac Community — as a part of its summer 2023 campaign, according to a press release from the retailer.
- Weekly live-selling streams on TikTok will provide behind-the-scenes looks at apparel and exclusive access to events. The livestreams will originate from Pacsun’s stores and other locations, corresponding to music festivals.
- Pacsun is continuous to partner with Roblox, a platform where its Pacsun Los Angeles Tycoon experience has driven 7 million visits in lower than 10 weeks. The digital and social push sees the brand putting a premium on authenticity because it continues to leverage emerging channels to engage with young consumers.
This summer, Pacsun plans to proceed embracing digital channels and social media to engage with younger shoppers within the virtual spaces where they already spend essentially the most time, like TikTok, where Pacsun has greater than 2 million followers — a goal the corporate set in 2021 and reached last 12 months. 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 can depend 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, in addition to from music festivals corresponding to Stagecoach, Governors Ball and Daytrip Long Beach.
Pacsun’s embrace of livestream shopping on TikTok comes because the platform continues to dabble within the technology, at the same time as it has struggled to take off within 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 a part of the nascent metaverse, continues to be a spotlight of Pacsun’s marketing strategy this 12 months. The brand recently released updates of recent user-generated content challenges and giveaways on Pacsun Los Angeles Tycoon. Pacsun’s influencers will promote the brand new challenges early next month.
Pacsun last winter unveiled a vacation campaign titled “PacVerse,” a play on the metaverse meant to rejoice 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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