Pacsun wants to be cool in front of the kids, and it’s nailing its digital-first strategy with a new category.
The Anaheim retailer earlier this year delved into the kids market with a genderless line aimed at ages 4 to 14. It took to Instagram and TikTok to generate buzz, ahead of its most recent news that it was pushing Pacsun Kids into brick-and-mortar territory.
Since then, the company’s managed to rack up nearly 82,000 followers on its TikTok channel with videos of kids running around its headquarters, behind-the-scenes photo shoots, DIY projects and on-location videos at the Irvine Spectrum Center, Santa Monica Pier, Rams Training Camp and other places.
The company’s used livestreams and pop-ins at its regular retail stores at the Irvine Spectrum, Santa Monica Pier and also Scottsdale, Ariz. to help with the kids launch. Up next will be more livestreams at the Brea Mall and Cerritos, both cities of which are positioned to see the next iteration of Pacsun Kids at retail.
The retailer said it plans to open five more, following this month’s reveal of a first location at the Mall of America. The 1,475-square-foot door is connected to the main Pacsun store, but does have its own entrance from the mall.
A QR code at the new store links shoppers to an Instagram filter for the holidays.
The company also linked with Minnesota blogger and illustrator Jena Holliday for the Mall of America opening, where Holliday participated in a shopping livestream. Holliday is the founder and CEO of design studio Spoonful of Faith, which has worked with Paypal, Toms, Warner Bros., Dove and HarperCollins to name a few clients. She also worked with Target Corp. (NYSE: TGT) earlier this year on illustrations for its Black History Month campaign on social media, in addition to a stationary collection for the Minneapolis-based retailer.