Pacsun Unveils Integrated Experiences on Roblox
Pacsun announced its first foray into online entertainment experiences through an all-new initiative with Roblox and a partnership with premier game development studio MELON. Users can find clothing items from Pacsun in the Roblox Avatar Marketplace and use Robux to customise their Avatars with Pacsun branded clothing and fashion accessories, including a set of gold […]
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Pacsun announced its first foray into online entertainment experiences through an all-new initiative with Roblox and a partnership with premier game development studio MELON. Users can find clothing items from Pacsun in the Roblox Avatar Marketplace and use Robux to customise their Avatars with Pacsun branded clothing and fashion accessories, including a set of gold wings. The youth retailer and entertainment-driven platform will allow Pacsun to message strong online entertainment initiatives this year to not only engage with existing communities but also help create new ones and bring identities and self-expression to users through fashion. Collaborating on a creative theme for a living world within Roblox will also be an exciting initiative that Pacsun will start creating alongside MELON later this summer. The Pacsun experience will focus on brand integration, special designs, living world themes, social experiences, and mini-games.
Users will have the opportunity to purchase Pacsun fashion items that are now available in the Roblox Marketplace.
“We are excited to expand our digital footprint into a new space and bring Pacsun-branded items to Roblox, a platform that has become a social experience for so many of our Pacsun customers,” notes Brieane (Brie) Olson, President of Pacsun. “In addition to our Pacsun-branded items, we are also partnering with MELON to build an experience on Roblox later this year that will be led by interactive, social settings in an open world and act as a community for our consumer that will be Pacsun branded.”
Pacsun is leveraging platforms like Roblox as another way to reach new and existing consumers digitally and align further with the Gen Z market. With the gaming and online entertainment industry being one of the strongest in the pandemic economy, this is a natural brand extension for Pacsun.
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“Pairing one of the most innovative apparel brands with a top innovator in online entertainment has been such a pleasure for us. Having the opportunity to create and share Pacsun’s brand image with the world through interactive play is an exciting challenge, and we can’t wait to show the world what’s in the works,” said Devon Thome, CEO of MELON.
Over the past year, Pacsun has been providing users with virtual try-on experiences via Snapchat, initiatives on TikTok, and shoppable ads on Instagram.
Priding itself on data-driven results as part of its marketing success on social media, Pacsun’s quick progression can be seen through its TikTok following, which has risen to 1 million followers to date. With a goal of moving to shoppable experiences on TikTok by 2022, Pacsun is looking forward to continuing with these initiatives.
