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11/03/2021

Pacsun targets teens with digitally-focused holiday promotion

Dan Berthiaume
Senior Editor, Technology
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Pacsun is appealing to Gen Z with digital initiatives for the holiday season.

A teen apparel retailer is targeting Gen Z shoppers with holiday initiatives across TikTok, Snapchat, augmented reality (AR), digital gaming and NFTs.

Pacsun is launching its new Holiday 2021 campaign across multiple digital channels. Beginning the first week of November 2021, Pacsun will roll out a dedicated Instagram filter, holiday Snapchat Lens, and TikTok challenge to promote seasonal digital experiences.

Using digital-first experiences after the successful introduction of BitPay bitcoin payment on its e-commerce site, Pacsun intends these initiatives to play a major role in its early holiday activation.

As part of its digital holiday promotion, Pacsun will release its second storefront holiday Snapchat Lens. The Lens will showcase the retailer's seasonal promotions, including Black Friday and Cyber Monday. It will also create shoppable moments for consumers, focusing on denim, graphics and fleece.

[Read more: Snapchat introduces virtual shopping tools]

As it approaches 2 million followers and 700 million views under the #Pacsun hashtags on TikTok, PacSun will kick off a TikTok challenge on Nov. 16, and will also offer several holiday content series on the platform, along with social media takeovers and interviews, and a "25 Days of Giving" social promotion starting Dec. 1st that gives users a chance to win prizes for themselves and a friend through tags.

Pacusn will also continue to offer special promotions to cryptocurrency users. Ads on Snapchat, unique user displays online, and paid search efforts will be utilized as part of this cryptocurrency promotional platform. 

Furthermore, Pacsun will partner with gaming platform Twitch as the main sponsor for “Rolling Loud California” hip-hop festival over a three-day program in December that will include exclusive merchandise available to consumers. The anticipated merch drop will align with the continued innovation that Pacsun and Twitch will work on together to create an interactive festival livestream inclusive for everyone. 

Combining the digital and in-store experience, Pacsun will host weekly livestream shopping events to showcase curated collections of gifts at their retail locations nationwide. This dedicated installation will be the backdrop for surprise brand partners and guest influencer hosts for exclusive drops.

Early Black Friday messaging, including promotions and deals, will consistently be messaged across multiple brand channels. The holiday campaign will also feature new product launches from the Pacsun brands, including new Pacsun Kids and PS Reserves drops, along with fresh products from brand partners like Land Rover, Playboy, Circulate, and Essentials.  

Looking ahead at the remainder of 2021 and into 2022, Pacsun says NFTs, gaming, and augmented reality will all be focus through collaborative initiatives. The company also intends to boost its presence on the Roblox online gaming platform through the release of Pacworld, a Pacsun Fantasy Mall on Roblox.

[Read more: Teen apparel retailer goes where the kids are – digital games]

"During the season of giving, we are bringing people together through uniting the best of the physical and digital worlds by presenting our consumers with fun and creative ways to engage with us and each other in real-time," said Alfred Chang, co-CEO of Pacsun. "As a result, they get a first look at our new holiday collections and can shop what they see both in-person and online, all while joining in on conversations digitally and in real life."

"At Pacsun we always think digital-first in terms of how we communicate with our community," says Brie Olson, president at Pacsun. "This holiday we are using the most cutting-edge technology to bring an exciting experience to our consumers through innovations in social media, AR, NFTs, and so much more."