Inside the Pacsun Omnichannel Metaverse Strategy

While some brands are leaping into the metaverse, others are doing their best. California-based clothing brand Pacsun falls into the latter category.

Pacsun’s Spring 2022 campaign focuses on Emma Chamberlain’s Emma Chamberlain Escape, Virtual Reality and AR escape experiences and mobile games. Since it also includes the sale of 30 NFT, as well as a presence on the Roblox gaming platform and crypto-community game The Sandbox, the brand covers the basics of the metaverse.

With such widespread initiatives, Bree Olson, president of Pacsun, said she wants to create a one-stop brand hub. “Our clients find community in this space,” she said. “Metaverse and crypto space have incredibly powerful network effects and provide a high degree of consumer access.”

As Pacsun develops a multi-channel metaverse strategy, its hope is to acquire young consumers and grow customer communities by engaging with the above platforms, which will eventually connect with the activation of the decentralized metaverse.

Pacsun launched its first NFT, centered around the iconic Wave logo, in November 2021. It has since launched a small portion of its next NFT venture, the Pacsun Mall Rats – the first of three NFTs went on sale in late January. NFT Mall Rats are designed by the brand based on customer feedback on what they like about its 300 stores, which include local features. Each Mall Mouse is associated with a store location via its clothing, accessories, and background. One linked to a California store has a surfboard, for example.

Initially, Pacsun launched three NFT Pacsun Mall Rats based on the Pacsun Los Angeles outlets in Santa Monica, La Brea and DTLA. The latest releases that came out Thursday, Referral Stores in Farmington, Connecticut; Burford, Georgia; and Honolulu, HI, among others. Pacsun will be released New series from Mall Rat NFT on last Thursday of every month. So far, six of the planned 30 NFTs have been sold on Opensea, with prices ranging from $91 to $262 when converted from Ethereum.

“Our customers love the mall, so we give them the opportunity to invest in a single purchase that celebrates each of our physical malls. Their favorite mall location has been transformed into a mall mouse. Buyers also get ‘one of one,’ which is a way to get On an exclusive T-Shirt with NFT purchase.” More NFT utilities, or loyalty style perks such as the T-Shirt, will be announced as the series progresses.

Pacsun’s strategy for NFT drops is to maintain consumer engagement wherever they are. Our main clients are between 17 and 24 years old. Generation Z values ​​society, even over brands, so for a brand to retain its relevance, we had to shift to the community mindset,” Olson said.

Pacsun worked with two focus groups focusing on different age groups to understand what they value when it comes to brands. Groups include younger consumers who use Roblox and are part of the targeted demo class for Pacsun Kids, ages 4-14, as well as Pacsun’s core consumer base. This market study It culminated in Pacsun’s launch of NFTs, as well as participation in physical and virtual events – it will be at the ComplexLand virtual festival of popular culture next month. This also spurred the development of Pacsun’s first mobile video game, available on the Pacsun app, which was released in February as part of the company’s spring campaign.

“As our brand voice evolves, prioritizing creativity, authenticity, community and connectedness as a lifestyle brand has become very important,” Olson said. She added that connecting with younger consumers through digital channels and then retaining them as customers for the long term is a key strategy.

For Pacsun’s multi-part initiative to succeed, Olson said that all digital worlds and spaces involved will eventually need to be connected. She added that such decentralization would change the way consumers interact with brands. “It will be important to take an integrated and diversified approach,” Olson said.

As with the first NFT launch in November, proceeds will go to A fashion scholarship fund, Olson said the brand will continue to connect charitable contributions and NFTs. Pacsun is one of the few retailers Accepting crypto payments for digital assets through BitPay, the leading blockchain payment provider.

Pacsun does not stop its current involvement in NFTs and Roblox. From now on, he plans to release his first layer clothes on Roblox this week. It is also working to push the boundaries, in terms of expanding the reach of virtual mall stores, by integrating into digital collectives like ComplexLand and investing in the community through the purchase of land in Sandbox.

Additionally, Olson said, “We will continue to leverage augmented and virtual reality in our campaigns and revitalize our brand as we approach the fall launch and holiday 2022.” “Our aspirations at Sandbox are to enhance our digital footprint in virtual malls and engage with the consumer in this way.”

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