PacSun Boosts TikTok Base; Approaches 1M Followers

Pacific Sunwear of California LLC recently boasted a significant win on the social media front.
 
The men’s and women’s apparel retailer based out of Anaheim said its TikTok following has surged by more than 680,000 followers with 10.2 million likes in a year.
 
TikTok challenges, customer clothing haul reposts, new inventory arrival footage and links with influencers among other things have been part of the retailer’s tactics to grow its base in the channel that has a meaty Gen Z user following.
 
Some 30 million of those in the Gen Z group, born between 1992 and 2012, are on the app with the cohort projected to grow to 37.3 million in 2021, according to eMarketer.
 
It’s keeping PacSun relevant to current times while also being mindful of the next generation of spenders. Gen Z already generates about $830 billion in sales, according to Fung Global Retail & Technology.  

While you can’t necessarily trace the conversion directly from TikTok, Pacific Sunwear doubled its digital sales last year, with the channel representing about half of overall sales. The retailer’s total revenue last year was more than $700 million, according to the company.