Pacsun expands metaverse presence for the holidays - Marketing Dive

Dive Brief: 

• Pacsun unveiled a vacation run titled “PacVerse,” a play connected the metaverse meant to observe virtual identities, per accusation shared with Marketing Dive. 
• At the halfway of the effort is simply a caller spot, “Welcome to the PacVerse,” which positions the PacVerse arsenic a community-driven fictitious destination featuring an upside-down world, icy wonderland and futuristic airdrome terminal. The run besides has out-of-home, digital, societal media and influencer selling elements.
• The marque teased a postulation of nonfungible tokens meant to correspond antithetic locations wrong PacVerse and volition grow its PacWorld acquisition connected Roblox to see a vacation acquisition store and virtual try-on station. The propulsion follows a dense concern by Pacsun successful emerging platforms and technology. 

Dive Insight: 

Pacsun, which opened a virtual mall on Roblox earlier this year, looks to further constrictive the spread betwixt integer and carnal channels with its vacation campaign. The seasonal effort caters to the retailer’s Gen Z people demographic, which perceives the metaverse arsenic a spot they tin genuinely beryllium themselves, according to manufacture research. 

In the caller spot, a radical of friends gathers for the holidays, with 1 idiosyncratic talented a virtual world headset that acts arsenic her portal to the PacVerse. The commercialized is airing connected Pacsun’s integer and societal channels, portion exclusive contented volition beryllium shared via TikTok, Instagram, Snapchat, YouTube and Discord. The effort volition besides spot themed in-store experiences arsenic good arsenic a vacation rooftop screening of the run spot successful Los Angeles. 

“Virtual marque worlds are an important portion of the future, and portion of what is truthful breathtaking astir these immersive virtual concepts is that the find for our user is some fluid and the creativity has nary boundaries,” said Brie Olson, president astatine Pacsun, successful a statement.

Band ambassadors Brooke Monk, Mathieu Simoneau, dancer Brynn Rumfallo and stunt performer Hero DW all look successful the campaign, each of whom volition make peculiar contented passim the vacation season. The retailer has besides teamed up again with CGI influencer Miquela, who was antecedently utilized successful its back-to-school campaign.

Coinciding with the “PacVerse” launch, Pacsun is expanding its PacWorld interactive destination connected Roblox to see a virtual vacation acquisition store displaying goods from its latest seasonal collection. The virtual store volition let users to virtually effort connected the covering items done an existing concern with integer manner store DressX. Pacsun launched PacWorld successful March, alongside different virtual experience, “Pacsun the Game.”

Though immoderate have grown captious of the metaverse due to difficulties measuring selling instrumentality connected investment, brands proceed to experimentation with the transmission arsenic they effort to get a consciousness for Gen Z’s interests. Similar to Pacsun, American Eagle’s vacation plans factor successful a metaverse beingness with a vacation store launching successful Roblox’s Mt. Crescent world, wherever the marque serves arsenic the exclusive retailer. American Eagle has seen implicit 30 cardinal virtual covering try-ons to day successful its existing Roblox store.