Pacsun recently launched its 2024 Festival Campaign, showcasing emerging music artists to promote its spring-summer 2024 collection. The brand enlisted Pacsun Collective members Ronnie Watts, Acoya, Michael J. Woodward, and Abrieel to participate in the campaign.
The campaign kicked off with a music video featuring Watts’ original song, “Fast, Fast, Fast,” with plans to release more music videos from the other artists. These artists are set to perform at Pacsun’s flagship stores in Los Angeles and New York City later in the year, with live streaming of the performances on TikTok.
In addition to the musical aspect, the campaign includes a Festival Shop offering men’s and women’s clothing, swimwear, shoes, and accessories tailored for the festival season. Pacsun will also curate western capsules specifically designed for StageCoach and other country music concerts.
Pacsun aims to connect with its consumers through the Festival Campaign, combining fashion and music as forms of self-expression. Addie Rintel, vice president of women’s merchandising and design at Pacsun, expressed the brand’s dedication to amplifying the creativity of emerging artists and showcasing real Pacsun consumers in the campaign.
To create the Festival collection campaign, Pacsun leveraged the expertise of the Pacsun Collective, a group of creative individuals such as photographers, videographers, stylists, designers, and musicians. This initiative demonstrates the brand’s commitment to involving diverse talents in shaping its merchandise and campaigns.
In a similar vein, Claire’s recently launched The Collab, an influencer platform focused on Gen Z and Gen Alpha brand ambassadors. By collaborating with influencers from a variety of backgrounds, these brands aim to enhance their creative strategies, communications, activations, and content.
Furthermore, Pacsun is enhancing its physical retail presence to attract customers. Last year, the brand opened its first Pac1980 store at the Mall of America, exclusively offering activewear items like skirts, leggings, tops, and onesies. This strategic move signifies Pacsun’s commitment to diversifying its offerings and engaging with consumers in innovative ways.
