Dive Brief:
- Pacsun has launched the Pacsun Collective, a group of content creators, photographers, videographers, stylists, designers, musicians and digital artists to help shape the youth clothing retailer’s future campaigns and merchandise, according to a Thursday press release.
- The retailer’s in-house creative team collaborated with the collective to create its Spring/Summer 2024 campaign. Community members selected by Pacsun worked with the company to style outfits, take photographs and develop social media content for the campaign, according to the announcement.
- The Spring/Summer 2024 womenswear collection features corset tops, dresses, miniskirts, crochet sweater knits, denim and shorts. Its menswear includes graphic T-shirts, fleece, oversized knits and varsity and racing jackets.
Dive Insight:
Alongside Pacsun, another youth-focused retailer recently debuted a similar creative collective: Claire’s. Last week, Claire's announced The Collab, its influencer platform for Gen Z and Gen Alpha that will guide its creative strategy. Similarly, Pacsun plans to consult with its collective on future campaigns, creating store window displays, events and social media content creation.
“With the Pacsun Collective, we have the opportunity to truly co-create and community source the future stages of the brand. We are excited to see what we can build with the diverse talents and voices that make up our incredible community,” Brie Olson, Pacsun CEO, said in a statement.
Beyond relying on external experts to reach younger customers, Pacsun has also tapped into TikTok. Last April, Pacsun began hosting weekly live-selling streams on TikTok, giving viewers behind-the-scenes looks at its apparel and access to events.
In addition to using TikTok and its collective to captivate customers, the retailer has been experimenting with new collections and store formats. Last July, the company debuted its first activewear-only store, Pac1980, at the Mall of America. The following month, the retailer built on its ongoing collaboration with The Metropolitan Museum of Art to roll out The Greek and Roman Collection, complete with crewnecks, jackets, pants, hoodies, T-shirts and other fall and winter apparel inspired by The Met’s Greek and Roman art.
