Dive Temporary:
- Pacsun is shining a highlight on denims for a fall marketing campaign focusing on Gen Z, in keeping with a press launch. The hassle promotes a brand new denim assortment centered on versatility.
- “Denim Days” includes a handful of creatives, together with The Williams Twins and mannequin Alana Champion, and was shot inside a shopping center in a nod to the youthful technology’s curiosity in mall tradition.
- The marketing campaign will embody a creator journey to Jackson Gap, Wyoming, to provide real-time social media content material. Pacsun may even activate throughout TikTok Store’s Tremendous Model Day in late July and host livestreams at its flagship places in Los Angeles and New York Metropolis.
Dive Perception:
Pacsun is celebrating denims as a day by day staple with “Denim Days,” which is focused at Gen Z and arrives because the retailer’s denim attire rides a viral streak on TikTok. Regardless of its digital success, Pacsun is trying to realize extra consideration for its denims by staging the autumn marketing campaign within a shopping center. Youthful generations are rediscovering mall tradition for each its social and purchasing perks, Pascun stated. Different manufacturers have put renewed curiosity on in-store purchasing not too long ago, together with American Eagle.
“Denim Days” consists of partnerships with expertise together with The Williams Twins, who’ve steadily been featured in Pacsun campaigns, mannequin Alana Champion and creators Jackson Passaglia, Marlee Guillory, Could Li West, Cayley Claire and Tatiana. To help the trouble, Pacsun is internet hosting a Denim Journey for creators later this month to supply expertise the prospect to showcase how they model their denim in content material that can run throughout social media.
The marketing campaign launched July 12 on-line and on social and can hit retail places later this month. Across the identical time, Pacsun will seem throughout TikTok Store’s Tremendous Model Day, which presents manufacturers a high-impact alternative to spotlight merchandise via dwell purchasing experiences. The hassle marks the third time Pacsun has teamed with TikTok for its Tremendous Model Day as a part of a continued push into social commerce.
Pacsun’s fall assortment is supposed to be inclusive of a variety silhouettes, with kinds just like the Casey Low Rise Saggy and new Jade Bootcut denims for girls and the brand new Blake Excessive Saggy and Cade Straight denims for males.
Pacsun was an early adopter of TikTok, shortly accruing over 2 million followers, and has continued to make the platform a part of its advertising to Gen Z. Final fall, the model partnered with Pinterest for a sequence of experiences to help its “Higher in Saggy” fall marketing campaign that was equally centered on denim.
