Youth retailer Pacsun released its 2022 seasonal campaign coined PacVerse and campaign video “Welcome to the PacVerse,” featuring a real life cast entering a metaverse created by Pacsun that juxtaposes virtual and physical worlds and includes a futuristic airport terminal, an upside down world, an icy wonderland, and the new PacVerse world.
Pacsun continues to embrace opportunities to connect and celebrate physical and virtual identities this year, via AR, VR, 3D and Metaverse explorations across multiple platforms and IRL. Pacsun also plans to create 1:1 NFTs that will signify different PacVerse environments in the campaign.
“PacVerse serves as a full funnel medium across our virtual and physical worlds that helps to enhance brand value and consumer experience. Our audience is the first generation to blend their digital and physical indenities as a natural part of their lives, and the PacVerse theme is a celebration of their self expression, reflecting those identities and the unique sense of shared community they find in both,” said Brieane (Brie) Olson, President at Pacsun. “Virtual brand worlds are an important part of the future, and part of what is so exciting about these immersive virtual concepts is that the discovery for our consumer is both fluid and the creativity has no boundaries.”
Pacsun will also host a variety of IRL events and activations this season, including festive in-store initiatives and a Holiday rooftop screening in Los Angeles, where the campaign video will be screened in front of a live audience for the first-time.
Pacsun will also be involved with ComplexCon later this month, activating with new and existing brand partners.
I have over 10 years of experience in the retail industry including expertise in marketing, operations, merchandising, buying, shopping and technology. I am a former senior managing director of The School of Retailing, University of Alberta. My education includes a Bachelor of Commerce Degree from The University of Alberta in Marketing, Certificate in Real Estate and a Diploma in Fashion Merchandising and Buying from LasSalle College, a Canadian private school founded in 1959 by fashion designer Jean-Paul Morin.