While some brands jump into the meta-verse, others go completely out. Pacsun, the California clothing brand, falls into the latter category.
Pacsun’s Spring 2022 campaign focuses on escapism, VR and AR experiences starring Emma Chamberlain and mobile gaming. As it also includes sales of 30 NFTs, as well as a presence on the Roblox gaming platform and the crypto-community game The Sandbox, the brand covers the basics of the meta-verse.
With such widespread initiatives, Brie Olson, president of Pacsun, said she wanted to create a one-stop brand center. “Our consumers are finding a community in this space,” she said. “Metaverset and the crypto space have incredibly strong network effects, and they also provide a high degree of consumer availability.”
As Pacsun develops an omnichannel metavers strategy, its hope is to acquire young consumers and grow customer communities by engaging on the aforementioned platforms, which will eventually connect as metavers decentralization takes effect.
Pacsun launched its first NFT, centered around its iconic wave logo, in November 2021. It has since launched a small portion of its next NFT project, Pacsun Mall Rats – the first three NFTs went on sale at the end of January. NFT Mall Rats was designed by the brand based on customer feedback on what they like about its 300 stores, which include localized features. Each Mall Rat is linked to a store location through its clothing, accessories and background. For example, someone attached to a store in California has a surfboard.
Originally, Pacsun launched three NFT Pacsun Mall Rats based at Pacsun Los Angeles stores in Santa Monica, La Brea and DTLA. The latest launches that came out Thursday, referral stores in Farmington, CT; Burford, Georgia; and Honolulu, HI, among others. Pacsun will be released new series of Mall Rat NFT the last Thursday of every month. So far, six of the 30 planned NFTs have been sold on Opensea, with prices ranging from $ 91 to $ 262 when converted from Ethereum.
“Our consumers love the mall, so we offer them the opportunity to invest in a one-on-one purchase that pays homage to each of our physical malls. Their favorite mall has turned into a mall rat. Buyers also receive a ‘one of a kind’ purchase. a ‘, a way to get an exclusive physical t-shirt when buying NFT, “said Olson. More NFT tools or loyalty-style benefits like the t-shirt will be announced as the series progresses.
Pacsun’s strategy for NFT drops is to keep the consumer engaged where they are. “Our main consumers are between 17 and 24 years old. Gen Z values the community, even across brands, so in order for a brand to maintain relevance, we had to shift to a community mindset, “Olson said.
Pacsun worked with two focus groups focused on different age groups to understand what they value when it comes to brands. The groups include younger consumers who use Roblox and are part of the Pacsun Kids category’s demo, which is aged 4-14, as well as Pacsun’s core consumer base. This market research culminated in Pacsun launching NFTs, as well as attending physical and virtual events – it will be at the ComplexLand virtual pop culture festival next month. It also motivated 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 has evolved, it has become incredibly important to prioritize creativity, authenticity, community and connectedness as a lifestyle brand,” Olson said. She added that it is a key strategy to connect with younger consumers on digital channels and then retain them as long-term customers.
For Pacsun’s multiple division initiative to succeed, Olson said all digital worlds and spaces involved must ultimately be connected. And, she added, such decentralization will change the way consumers interact with brands. “An integrated, yet diverse approach will be important,” Olson said.
As with its first NFT launch in November, the profits will go to Fashion Scholarship Fund, Olson said the brand will continue to link charitable contributions and NFTs. Pacsun is one of the few retailers accept cryptocurrencies for digital assets through leading blockchain payment provider BitPay.
Pacsun does not stop with his current commitment to NFTs and Roblox. Going forward, he plans to roll out his first layered clothing launch on Roblox this week. It is also pushing the boundaries in terms of scaling virtual shopping malls by integrating into digital mass gatherings like ComplexLand and investing in the community by buying land in the sandbox.
Additionally, “We will continue to leverage AR and VR in our campaigns and brand activations as we move into the launch of Fall and the Holiday of 2022,” Olson said. “Our ambition at Sandbox is to strengthen our digital footprint in virtual malls and engage with the consumer that way.”