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06/07/2021

Teen apparel retailer goes where the kids are – digital games

Dan Berthiaume
Senior Editor, Technology
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Pacsun is selling clothing items via an online gaming platform that is popular with tweens and teens.

The retailer is partnering with game development studio Melon and global online gaming platform Roblox to make select clothing items available in the Roblox Avatar Marketplace. Roblox players can use their “Robux” online currency (purchased with regular currency) to customize their in-game avatars (on-screen digital characters) with Pacsun-branded clothing and fashion accessories, including a set of gold wings. 

Pacsun is also offering a branded tee that is now available for players to pair with Pacsun-branded tie dye sweatpants. Another specialty fashion brand, Kenneth Cole Productions, recently partnered with interactive entertainment provider Zynga to launch its new Kenneth Cole Pride 2021 collection in the casual mobile game “High Heels!”

Potentially as soon as fall 2021, Pacsun and Melon will launch a virtual experience on the Roblox platform which will focus on brand integration, special designs, living world themes, social experiences, and mini-games.

Pacsun is leveraging platforms like Roblox as a way to align further with the Gen Z market. Other virtual/social promotions the retailer has launched in the past year include virtual try-on experiences via Snapchat, initiatives on TikTok, and shoppable ads on Instagram. The company intends to move to shoppable experiences on TikTok by 2022.

"We are excited to expand our digital footprint into a new space and bring Pacsun-branded items to Roblox, a platform that has become a social experience for so many of our Pacsun customers," said Brieane (Brie) Olson, president of Pacsun. "In addition to our Pacsun-branded items, we are also partnering with Melon to build an experience on Roblox later this year that will be led by interactive, social settings in an open world and act as a community for our consumer that will be Pacsun-branded."