Pacsun festival promo includes curated online shop, Gen Z influencers
Music festival season is approaching, and Pacsun is ready.
The teen apparel and accessories retailer is launching its 2024 Festival Campaign with a dedicated e-commerce storefront and musical artists from the Pacsun Collective, a recently introduced community of Gen Z content creators, photographers, videographers, stylists, designers, musicians, and digital artists that take part in its creative process and help shape promotions and merchandise.
Following are specific highlights of how Pacsun is promoting apparel and merchandise of interest to attendees of upcoming spring and summer music festivals.
Festival Shop
The festival campaign unveils a curated Festival Shop of women's and men's clothing, swimwear, shoes, and accessories in time for spring and summer concerts. The assortment includes trending Pacsun products including swimwear, denim, band tees, dresses, and skirts.
Pacsun is focusing on lightweight layers and subtle springtime pastels with retro silhouettes. There will also be curated trendy western capsules aimed at attendees of upcoming StageCoach and country concerts.
Gen Z influencers
In a special collaboration, select musical artists across different genres and styles worked with the Pacsun in-house creative team, kicking off the Festival Campaign with a music video featuring Ronnie Watts' original song "Fast, Fast, Fast."
Pacun will debut additional music videos and content across all digital and social platforms during festival season, featuring Pacsun Collective artist Acova's unreleased song "LoverBoi," and more from Michael J. Woodward and Abrieel.
Later in spring 2024, all of these musical artists will perform at Pacsun's flagship stores in Los Angeles and New York City. Performances will be livestreamed on Pacsun's TikTok account.
"We're thrilled to welcome new unique talent to the Pacsun Collective," said Addie Rintel, VP of women's merchandising and design at Pacsun. "The Festival Campaign is a celebration of fashion and music, two powerful forms of self-expression that resonate with our consumers. Giving these artists the resources to amplify their creativity is so fulfilling and in turn, we're able to authentically present real Pacsun consumers in the campaign. We're proud to uplift these important voices and inspire youth to express and pursue their passions."
Pacsun continues focus on Gen Z, social media
Pacsun is building on youth- and social media-centric efforts that were part of its spring 2023 campaign. Those included utilizing select content captured on iPhone through an unfiltered lens and enabling consumers to share images from their own camera rolls for a chance to be featured on Pacsun’s social media pages.
In addition, the 2023 campaign featured a dedicated Instagram filter that mirrored the camera roll theme, and the company also released layered clothing in its virtual shopping environment on the Roblox immersive gaming platform, enabling customers to purchase pieces in both “real life” and the metaverse.