Pacsun Rolls Out New Partnership, Campaigns for Back-to-School
Pacsun brings to light new partnerships and campaigns this fall.
The youth specialty apparel retailer is growing its partnership with Princess Polly, the Australian women’s apparel e-tailer known for its-house designs and Gen Z style.
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Princess Polly’s Y2K aesethic is now available in 100 Pacsun stores in the U.S., giving fans of the digital-native brand more touchpoints to explore and try on the clothing in person. Abbie Hutzler, Pacsun’s buying director, said the venture “reinforces our position as a leading curator of fashion experiences for our valued communities.”
The expanded partnership also includes a dedicated fall capsule collection available now in stores and on Pacsun’s website.
Available in sizes 0-12 and retailing for under $115, the collection offers a deep range of mini dresses, going-out tops and oversized fits and incorporates trending elements like cargo pockets, quilting and hand-drawn graphics. Denim pieces span jeans and shorts with asymmetrical waistbands and low-rise miniskirts in black and to a midi skirt and romper.
Pacsun debuted Princess Polly in 15 of its stores in March. Courtney Dres, Princess Polly chief merchandising officer, said consumers have “responded extremely positively” to the partnership.
“As innovative Gen-Z focused brands, the alignment with Pacsun has strengthened our U.S. presence, reinforcing our commitment to delivering trend-driven, high-quality yet accessible fashion to our audience,” she said.
Start your engines
Pacsun is also joining brands like Chanel, Puma and Tommy Hilfiger in the ever-growing hype around Formula 1 racing by launching F1 apparel. Though racing is associated with the luxury market, Pacsun highlights affordability with the collection priced at $30-$95.
The retailer states that it “takes the lead as the first specialty retailer to offer F1 merch to a broad, Gen-Z consumer audience, bridging a critical market gap and ensuring accessibility for all.”
Designs and graphics draw inspiration from the Britain Grand Prix, Hungarian Grand Prix, and Belgium Grand Prix.
Women’s styles include parachute pants, a faux leather moto jacket, cropped graphic tees and an assortment of coordinating sets spanning shorts, sweatshirts, sweatpants and jackets. Graphic tees, anoraks, zip-up shirts and sweats are available for men. Select styles are also available for kids.
Pacsun will immerse itself further into the world of Formula 1 with an upcoming collection and on-site activations around the United States Grand Prix in Austin, Texas this October. Pacsun will also celebrate the Las Vegas Grand Prix with Formula 1 with an exclusive drop in November.
Social club
Fall denim plays a big role in Pacsun’s Fall 2023 campaign called “Designed for You.”
Creators and brand ambassadors Elah Garcia, Donovan Wildfong, Mouhamed Mbengue and Grace Corton star in the fall campaign photo shoot, bringing to life trendy styles like utility cargos in nylon and denim.
“Pacsun leads in style where customers can express their individuality and creativity,” said Addie Rintel, Pacsun’s VP of women’s merchandising & design. “This women’s fall launch collection brings hundreds of new styles of cargo, trend-right fashion tops, the best of fall denim, and our incredibly popular PAC1980 active styles to wear everywhere.”
The retailer is using social media to connect to back-to-school consumers. Pacsun is strengthening its presence on Snapchat with virtual try-on experiences for cargo and denim and offering exclusive promotions for Snapchat users. On TikTok, Pacsun is growing its Live Selling program and delivering fashion content with new influencers and content creators who share their favorite denim and casual pant styles and get-ready-with-me videos.
The retailer also joined the newest social media platform, Threads, and is continuing its partnership with Roblox.
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