Pacsun’s spring campaign includes social, metaverse elements
Pacsun is showcasing its upcoming spring 2023 collection across social media, immersive gaming, and livestream channels.
The teen apparel retailer is launching its spring 2023 promotional campaign with select content captured on iPhone through an unfiltered lens. Throughout the spring, consumers will be able to share images from their own camera rolls using the hashtag #PacSpring23, for a chance to be featured on Pacsun’s social media pages.
Model Ellie Thumann kicked off the retailer’s spring campaign on Friday, Feb. 3, giving a virtual preview of her favorite Pacsun apparel and accessories.
Pacsun will also run its spring campaign on its social media outlets, with features including a dedicated Instagram filter that mirrors the camera roll theme. The company will also release layered clothing in its virtual shopping environment on the Roblox immersive gaming platform later in February, enabling customers to purchase pieces in both “real life” and the metaverse.
Pacsun will be debuting additional styles throughout the season from the Pacsun brand, as well as talent and brand partners, including a special collection with Mitchell & Ness and Fenty in support of the Super Bowl Halftime show performance with pop singer Rihanna. To celebrate the drop, Pacsun will be hosting a livestream Monday, Feb. 6t at Fashion Island in Newport Beach, Calif.
Pacsun stakes metaverse turf
Pacsun has been an early leader in metaverse commerce, going back to its June 2021 decision to make select clothing items available in the Avatar Marketplace of the popular immersive online gaming platform Roblox. The retailer followed that effort by including digital gaming and NFT features in its 2021 holiday promotional campaign, and metaverse and augmented and virtual reality components in its 2022 holiday advertising effort.
And in addition to opening Pacworld, the company has extended its gender-fluid assortment, the “Pacsun Etoile Monogram Capsule Collection,” into the metaverse. At the May 2022 ComplexLand 3.0 metaverse event, Pacsun operated a multifaceted digital commerce effort that included a three-level virtual store where attendees could shop exclusive products.
Furthermore, Pacsun has announced on its social media channels that it has purchased digital “land” in The Sandbox, a virtual platform where players can build, own, and monetize their gaming experiences and assets inside an immersive virtual world.