Dive Brief:
- Pacsun has teamed with Pinterest for a series of experiences that support the launch of its “Better in Baggy” fall campaign focused on denim, according to a press release.
- The retailer and Pinterest last week hosted a camp-inspired retreat for content creators and influencers in New York’s Hudson Valley. Pacsun store windows nationwide also currently feature QR codes inviting consumers to shop the retailer’s fall Pinterest board.
- Pacsun also offered a variety of experiences, including a DIY station and claw machine giveaways, to consumers at its Soho flagship. Together, the efforts could help the retailer grow loyalty amid the crucial back-to-school shopping season.
Dive Insight:
Pacsun is marking the debut of its fall “Better in Baggy” campaign with a slew of activations, including a tie-up with Pinterest, that could shore up loyalty among young shoppers. A splashy back-to-school marketing strategy is key this season as consumers continue to watch their wallets. Back-to-school spending is expected to total $31.3 billion, down from $31.9 billion last year, according to Deloitte.
As part of the effort, Pacsun on Saturday hosted a day of activities for consumers at its Soho flagship store that included a live DJ, photo booth, latte bar and claw machine giveaways. The first 200 attendees also received a free pair of Reebok shoes. The retailer additionally invited customers to explore its fall styles and personalize their looks at a DIY and embroidery station.
Pacsun locations nationwide currently feature interactive store windows mirroring large Pinterest boards, or virtual collections where users can save specific content on the platform. The store windows display QR codes, which can be scanned to shop Pacsun’s dedicated fall Pinterest board.
In collaboration with Pinterest, the retailer also hosted a camp-inspired retreat where parts of “Better in Baggy” were shot. The retreat featured members of the campaign’s cast, influencers and content creators including Gabrielle Richardson, Caitlin Augusta, Eden Masliah and Corine Collado. Outdoor activities were complemented with a movie night and live performances by Pacsun Collective artist Ronnie Watts.
Collaborating with Pinterest has been at the core of other retail marketing initiatives. For its “Shift happens” campaign, Urban Outfitters partnered with the platform and several influencers, each of whom created their own brand-forward boards that were brought to life at an in-person event in July. Pinterest in Q2 reported 21% year over year revenue growth to $854 million, while global monthly active users increased 12% YoY to a record 522 million.
Pacsun has made social media and digital channels a core part of its strategy. The retailer for its summer campaign last year held weekly livestreams on TikTok that originated from Pacsun stores and other locations, like music festivals, and provided behind-the-scenes looks at apparel and exclusive access to events. In March, the retailer became the first consumer brand to take advantage of a partnership between SoundCommerce and Cordial that unites data and personalization.
