PacSun debuted its Fall campaign, “Better in Baggy,” to celebrate the start of the Back to School season. The campaign showcased the brand’s newest denim designs as seen through The PacSun Collective’s perspective.
Through co-creation, The PacSun Collective fortifies the relationship between the brand and its youth community. The Fall campaign uses models from the Collective, and PacSun’s website offers a year-round nomination process.
The campaign, which features PacSun’s popular baggy denim fits, follows a fashionable group of pals from the bustling streets of New York City to the serene landscapes of upstate New York. It is shot by members of the brand’s consumer community.
“Denim is the cornerstone of the PacSun brand,†stated Richard Cox, Vice President of Global Partnerships and Men’s Merchandising at PacSun. “The shift towards baggy and loose-fits shows a movement towards comfort and individuality in fashion. We’re not just launching a campaign, we’re creating styles and moments for our customers and connecting them to our brand in meaningful ways that they can relate to.â€
PacSun and Pinterest have teamed up to develop interactive shop window displays, engage consumers through digital and social media marketing, and collaborate on events in order to further bring the campaign to life.
PacSun uses Pinterest’s visual platform to inspire and engage its audience by fusing the best elements of digital and fashion innovation. Shoppable content is integrated, making it simpler for shoppers to find the newest fashions straight from their Pinterest feed. To commemorate the campaign debut, PacSun will also hold an exclusive in-store event at its Soho flagship, encouraging customers to check out the new collection in person along with unique activities and deals.
One of PacSun’s most important product categories is still denim, and baggy denim is now a key factor in sales. Over 80% of PacSun’s denim sales are now made up of baggy, loose, and wide-leg jeans, reflecting a significant shift in the brand’s consumer preferences.
The Fall campaign also draws attention to the women’s embroidered denim microtrend. In response, PacSun has incorporated a number of adorned denim styles—such as bows, rhinestones, leopard print, and novelty patches—into its Fall 2024 line. This move reflects the brand’s dedication to staying ahead of trends in fashion and accommodating consumer preferences.
PacSun is committed to providing innovative fashion filtered through the prism of youth culture, and it is always changing to satisfy its devoted clientele’s needs and tastes.
FOR FY21, GAP GENERATES $3.9 BILLION REVENUE IN Q3
Gap, Inc., reported net sales of $3.9 billion in the third quarter of fiscal 2021. The company’s gross profit climbed to $1.66 billion from $1.62 billion in the third quarter of FY20. The current quarter’s gross margin of 42.1% is the greatest for a third-quarter in decades. Online sales increased by 48% year on year, as the company continues to focus on digital power by making an investment in its e-commerce platform, wisely closing unprofitable stores, and partnering to strengthen in international markets. Old Navy’s net sales went up by 8% year on year compared to the same quarter in 2019, while Gap’s global comparable sales increased by 7% year on year. Similarly, Athleta’s net sales went up by 48% as compared to the third quarter of 2019. During the current quarter of the fiscal year 2021, the company also paid a dividend of $0.12 per share. Reflecting on Q3 FY21 results, the business now forecasts full-year sales growth to be around 20% higher than in FY20.
OWING TO THE UYGHUR PROBE, ZARAÂ REFUSED TO EXTEND ITS FRENCH STORE
Zara has been denied permission to extend a French store due to sustainability concerns and allegations of exploitation of China’s Muslim Uyghur minority. Inditex, the parent company of Zara, said that Zara France will appeal the decision. The decision to deny Zara’s proposal to expand its store came from a local administrative department, according to a representative for the town hall of Bordeaux in southwest France. The decision was based on a French inquiry into Inditex and many other stores’ use of forced Uyghur labour in Xinjiang, according to the spokeswoman. The administrative department is also concerned about the environmental impact of rapid fashion. Inditex has denied using coerced Uyghur labour in their manufacturing process. Zara intends to challenge the national commission’s decision on the retailer’s planning proposal.
PRIMARK TO INVEST €250 MILLION IN STORE EXPANSIONS
Primark plans to invest €250 million in store renovation and the opening of a new distribution centre. The relocation is estimated to generate up to 700 new employment.The investment comprises €60 million for the renovation of its Patrick Street shop in Cork city, as well as another €75 million for the establishment of a new distribution centre in Newbridge, County Kildare. In addition, a €20 million renovation of Primark’s Eyre Square shop in Galway is planned. Notably, Primark, known as Penneys in Ireland, plans to extend its selling area in the nation by roughly 20% over the next ten years. Furthermore, the apparel retailer intends to increase its entire staff in Ireland by 12% over the next three years, including over 600 retail roles. In addition, it plans to hire 100 more employees in the next six months at its headquarters, Arthur Ryan House. The new positions will be in a variety of sectors, including technology, buying, retail, design, finance, and others.
PACSUN IS SET TO RELEASE THE FIRST NFT
Pacsun has announced the official launch of its first NFT. Pacsun’s NFT will be an exclusive animation of its original logo, capitalising on the digital trend that appears to have infected the fashion industry as a whole. The auction has begun at 0.1087 ETH, or $515.35 USD. Pacsun will give 100% of the earnings from the purchase of the NFT to the Fashion Scholarship Fund in honour of the brand’s 40th anniversary. Every year, the foundation grants over a million dollars in scholarships to brilliant young students from varied backgrounds in order to help them flourish in the fashion business. Pacsun has entered the digital art realm with labels such as Dolce & Gabbana, Jimmy Choo, and, most recently, JW Anderson, which plans to offer its iconic Harry Styles approved knit sweater in NFT form.
Continuing our weekly news snippets, here are some interesting ones for Week 40
Levi Strauss earnings hit record highs as new denim trends boost sales
Levi Strauss & Co. reported fiscal third-quarter earnings and sales that exceeded analysts’ expectations, as consumer demand increased during the back-to-school season and shoppers stocked up on the latest denim trends. Its stock rose more than 2% in extended trading on the news, after closing the day down more than 5%. Even though many apparel companies have been impacted by global supply chain bottlenecks, Levi has fared well in comparison due to its diverse manufacturing.
According to the company, Vietnam accounts for less than 4% of its global volume. During the pandemic, production facilities were severely impacted by periodic shutdowns. “Our supply chain is truly a source of competitive advantage,” said CEO Chip Bergh. “We have a lot of agility in moving product around.” For the last 18 months, we’ve been running the company through various scenarios.” Net income increased to $193 million, or 47 cents per share, up from $27 million, or 7 cents per share, the previous year.
With one-time items excluded, the company earned 48 cents per share. Profits of 37 cents per share were predicted by analysts. Revenue increased 41% year on year to $1.5 billion from $1.06 billion. This came in slightly higher than the $1.48 billion predicted. According to Bergh, Levi’s revenue was reduced by about $10 million due to supply chain issues. Digital transactions increased by 10% year over year and by 76% over two years. They accounted for roughly 20% of Levi’s total sales. The company stated that its earnings increased as a result of Levi selling more items directly to consumers at higher prices.
British Fashion and Textile Technology awards grants to SMEs for sustainable progression
The British Fashion and Textile Technology (BFTT) research and development programme have awarded an additional 1.1 million pounds to 13 small-to-medium-sized enterprises that prioritize sustainability, innovation, and social purpose in their business models. This latest injection of funds follows a 1.2 million pound investment in ten of the UK’s leading SMEs in 2020, as well as 500,000 pounds of collaborative research funding across three additional BFTT projects, bringing the total investment to approximately 2.8 million pounds across 35 SMEs, with at least 20 new jobs created.
Surface finishing processes and natural dyeing, embedded use of traceable raw materials, high-value recycling of fashion and textile industry waste, sensing technologies for healthcare, bio-materials, non-woven textiles, on-shoring of state-of-the-art manufacturing, and novel digital solutions are among the subsectors and research and development areas covered by the new 1.1 million pounds of funding. Dash and Miller and Jessica Garvey Birch (partnership), Grady and Robinson and Phoebe English (partnership), Iinouiio, Keracol, and Bulm are among the companies receiving grants.
H&M and IKEA Large-Scale Study Demonstrates a Safer Route Forward for Recycled Textiles
H&M Group and Inter IKEA Group are major firms with ambitious material goals and both have committed to using only 100 % renewable, recycled, or other sustainably sourced materials by 2030. While the aforementioned flurry of innovations may make this appear simple, finding clean and reliable sources of recyclable materials which, as it turns out, is much more difficult and is a critical step in making good on these promises.
In 2019, the two companies teamed up to address this industry-wide issue, launching a large-scale study on toxic chemicals found in recycled textiles sourced from all over the world joined the effort, to strategically increase knowledge, exchange data, and encouraging chemical transparency across the industry. Adidas, Bestseller, Gap, Kingfisher, and PVH Corp have earlier joined the study as contributors in the fall of 2020. With the size and presence of all involved companies, there is a great opportunity to drive the necessary change. Even though the study is now complete, there is still much work to be done. Following the completion of a two-year collaborative industry study, the two companies will share the findings to better understand the potentials and challenges of recycled textiles in terms of chemical contamination, as well as to influence circular economy legislation.
Youth Fashion Giant Pacsun will now accept Cryptocurrency
Pacsun, the multibrand retailer, has announced that it will now accept bitcoin and other cryptocurrencies through blockchain payment provider BitPay, making it one of the first major retailers to do so. Its decision is based on a GoBankingRates report, which stated that the payment method is a major trend among the Gen Z audience. The retailer noted that its significance arises from the digital generation, as well as an increase in celebrity endorsements of cryptocurrency adoption. “The Gen Z audience, our primary consumer, is very tech-oriented, and we dedicated a lot of our efforts towards social media and e-commerce to align with their lifestyles and resonate with them on a more personal level.
Seeing their increasing desire towards cryptocurrency, it was clear that we needed to adjust and offer BitPay as another payment option, to further instill their confidence in us as one of their go-to retailers that truly listen,†said Michael Relich, co-CEO of Pacsun. Pacsun will accept 11 different cryptocurrencies, including Bitcoin, Ethereum, Dogecoin, and Litecoin, as well as 11 different crypto wallets. It joins luxury brand Phillip Plein in taking tech-forward payments, which was implemented in August by the Swiss company. Other retailers have started selling gift cards as a payment option.
With the e-retail yielding a high surplus and people using mobile devices to make purchases, it’s no surprise that Gen Z is a driving force of these online shopping trends. More specifically, Gen Z is using social media to influence their online shopping habits. One brand, in particular, has seen massive growth growing their Gen Z community digitally. Pacsun grossed over $700 million in sales last year with 85% of its customers falling under Gen Z. It comes as no surprise as the brand has found creative ways to interact with its audience digitally and in person.
ABOUT THE BRAND
Pacsun is a leading specialty retailer offering a cross-section of emerging brands and trending fashion through the lens of Los Angeles. Throughout the contemporary, streetwear and active lifestyle markets, the retailer partnered with the best brands including Russell Athletic, North Face, Adidas, Champion, Vans, Fear of God, Playboy, Guess, and J. Galt to constantly offer curated collections, rare products, and collaborations. The company has 375 stores nationwide with multiple new store locations opening in 2021.
PACSUN’S PRE-FALL CAMPAIGN 2021
Their most recent Pre-Fall 2021 campaign featured TikTok star, actress, and singer Jules LeBlanc by highlighting top back-to-school styles and the season’s must-haves through a digital experience shot. The campaign was shot and launched in Zion National Park in Utah, and the theme of escapism and hitting the road will continue to be highlighted through the season by Pacsun’s community, including store teams and consumers, through in-store activations and installations and social media efforts.
“We wanted to take our consumers on a journey and give them an escape as adventure travel is at the top of most Gen Zers to-do list and we want to be with them on this journey.” Says Brie Olson, President of Pacsun.
The brand is making this Pre-Fall 2021 collection memorable with new styles from its best-selling category, denim, which is on an upward trend currently in the market and selling out to consumers, such as the super-popular Pacsun boyfriend jeans, all new high rise straight vintage, Dad fit and 90’s inspired, along with Fleece, LA Hearts Active and Gender-Neutral items for everyday looks for everyone.
Pacsun will curate a Neighborhood Guide Instagram series to allow consumers to share a more personal experience that involves a community connection. The Gen Z retailer wants to virtually share fun and safe things to do in unique locations with the launch of Pacsun’s “5 Things To Do In blank.” content series.
Pacsun will also inspire consumers to live and show their best life while in Pacsun Fall Denim, using the hashtag #Pacdenim and the launch of the “Get Your blank On” social initiative, which will be led by Jules. In addition, the brand has planned for a Snapchat activation to accompany the adventure experience through Zion. This activation will allow consumers to engage virtually and shop.
 WHAT’S IN FOR THE NEW DROP?
Everyone needs a T-shirt to fit any mood and PacSun is providing this with a new assortment of graphic tops. The latest drops from the retailer exhibit an extensive lineup of bold apparel with artwork from brands ranging from Budweiser and Playboy to Mitchell & Ness. To create a much easier shopping experience, the brand has launched a graphic quiz for shoppers to find the right shirt to match their style. Other T-shirt options at PacSun include elevated basic T-shirts in a variety of stylish colors that can go with any look. PacSun is also hauling a wide array of jeans and pants to its site to complement the fresh graphic tees. The selection includes fits like loose, cargo, and slim taper in addition to different washes, making certain that every type of style is accounted for.
 The brand rounds out the new arrivals with accessories like refreshed NBA team-inspired backpacks from Mitchell & Ness and a large range of basics from the A$AP Worldwide x Russell Athletic collaboration. Offering an immersive edge to new drops and collections, PacSun also introduced live streaming shopping events to its website.  A few days back, the youth retailer provided a first look at a footwear collaboration between Vans and A$AP Worldwide. For the A$AP Worldwide x Vans sneaker launch event, PacSun broadcasted from its Soho store in New York. Making sure to engage fans in the conversation, viewers were able to comment and ask questions before shopping for sneakers that they see in real-time, making for a truly interactive environment. Featuring reflective elements, the A$AP Worldwide x Vans sneaker’s key details were discussed during the streaming event.
“We were thrilled that Pacsun’s guest artistic director A$AP Rocky helped celebrate our latest merch drop from A$AP worldwide x Vans and Russell Athletic with an intimate performance of his new music in our Soho flagship store, surrounded by Pacsun customers and friends in Rocky’s hometown of New York City,” said Brie Olson, President of Pacsun.
PACSUN’S SUSTAINABILITY COLLECTION
Amongst the new fall collection jeans, PacSun has dropped eco-friendly versions that use recycled fabrics, making for a more conscious addition to outfit rotation.
PacSun’s sustainability collection is wholly focused on creating sustainable, eco-friendly products that are made from a blend of recycled and organic materials.
The brand effortlessly and meaningfully reduces consumer’s carbon footprint. It follows the notion which says, “you can be on-trend, lookin’ good, and doing your part to keep the planet thriving.â€
 Its curated collection is comprised of multiple brands that have dedicated their resources to creating crafted, unique, and in-demand products in a sustainable and eco-friendly way. From T-shirts and swim trunks to tank tops and ankle socks, this collection is packed with stellar-looking must-haves that one can feel good about. Made for men and women, this collection seamlessly merges functional sustainability with unmatched comfort, effortless style, and diverse selection. Ultimately, PacSun has created a one-stop-shop for all things sustainable and fashionable.
CONCLUSION
As Pacsun continues to find innovative ways to connect and customize with their consumer and mark digital firsts in their demographic, streaming events with new fashion launches will allow the brand to continue broadening its consumer’s engagement. The brand, which is already a favorite for teens and young adults, is positioned to continue to scale digitally and globally in the coming years.
The end of summer is usually the time for back-to-school shopping. As parents and school districts catch up with the prospects of remote learning or socially distant classrooms, and the potential of yet another lockdown, children’s apparel companies are hopeful that kids will still need new clothes. Several retailers are expecting sales from this back-to-school season to outpace 2019 mega sales. The back-to-school season is rather predictable for fashion brands. Therefore, clothing retailers generally schedule special sales to draw parents and students into the store to purchase a new product.
MAJOR BRAND IMPARTING THIS TREND
Brands are all set to cover up the low sales margin incurred during the last year of the pandemic. Sales and advertising campaigns are pouring out everywhere to attract Gen Z consumers.
AMERICAN EAGLE HEARTS AT ITS DENIM COLLECTION
Apparel retailer American Eagle unveiled a new, denim-focused ‘back-to-school campaign’ (BTS’21) this week under the tagline “Future Together. Jeans Forever,†which features actors Caleb McLaughlin, Jenna Ortega, Chase Stokes, Madison Bailey, and singer Addison Rae. The campaign highlights the Evolution of the Virtual Shopping Experience and aims at getting people excited to show off new styles as they head back into the world together.
New fashion trends incorporating innovative designs, fits, and fabrics that inspire customers will be seen making a statement in their Jeans. This back-to-school season, the brand will continue to lead the industry through innovative virtual shopping experiences with partners Snapchat and Bitmoji to connect with customers through augmented reality and digital expression. The brand in partnership with Snapchat is launching the ‘Dress Yourself’augmented reality experience. A first-of-its-kind experience that enables users to try on and shop selected looks from the AE Back-to-School Collection using the self-facing camera.
“As we celebrate the excitement of being back together, American Eagle’s ‘Future Together. Jeans Forever’ campaign symbolizes the brand’s continued mission to inspire positivity and support our customer’s freedom to be their truly unique self,†said Jennifer Foyle, President & Executive Creative Director, American Eagle
CUSTOMER’S FAVE FITS
America Eagle is all set for customers to spot their favorite fits. The back-to-school faves consist of:
Men: The new Airflex+ Athletic Skinny, 360 Skinny, Temp Tech Athletic Skinny, and 360 Slim offer ceaseless flexibility and comfort. The collection also includes classic cotton hoodies, hooded flannels, and graphic tees providing boys with versatile outfitting options.
Women: This includes a variety of fashion jeans including an updated take on the classic pleated tennis skirt and the ultra-high rise relaxed Mom short, along with an array of new comfort styles ranging from the Mom Straight and Super High-Waisted Flare to the Luxe Super High-Waisted Jegging, High Waist 90s Boyfriend, and Baggy Mom jeans that all pair with the new assortment of smocked woven tops and polo baby tees.
‘The new denim collections for him and her feature the Real Good badge noting the style is made with the environment in mind and manufactured in a facility that meets AEO Inc.’s standards for water recycling and reduction.’
PACSUN’S BACK-TO-SCHOOL & FALL LOOKS
Pacsun releases brand new apparel that exhibits wardrobe staples like hoodies, graphic tees, denim, and pants. A go-to-gig for graphic T-shirt enthusiasts, Pacsun is stepping up its game by providing consumers with a new quiz that matches graphics with one’s unique style. The brand is also indulging customers who prefer more understated tops and those building their wardrobe by dropping three and five-pack basic T-shirt deals, making it easy to stock up on different colors of your favorites.
The retailer also aims to introduce a wide range of denim for the season. Its Fall collection of jeans and pants include different attires from unique washes to color blocks and patterns in their best-selling fits such as vintage loose, cargo, and slim taper. Progressing its commitment to sustainability, selecting the new Fall collection jeans is eco-friendly and made with recycled fabrics. The brand has improved its shopping experience and is helping students head back into the classroom with ease by offering free shipping on jeans and sneakers so shoppers can try their items risk-free at home.
OLD NAVY’S GENDER-NEUTRAL KIDSWEAR
Gap Inc. retailer Old Navy launches its back-to-school collection that brings forth the basics and bright neon colors, graphic tees, high-tech performance fabrics, and throwback 90’s tie-dye. The brand has curated fall picks for every school that ranges from classroom to playground and weekend play-dates.
Old Navy brings out a vast and stylish array of gender-neutral kids’ clothes that are perfect for transitioning a child back to school this fall. From cozy sweat shorts in different colors to funky graphic tees, there are tons of different pieces to allow kids to express themselves. With this year marking the return to in-person class for many students, that first-day-of-school ‘fit is more important than ever for the kids and that is well ensured by the brand’s clothing assortment.
THE BOTTOM LINE
This Back-to-School season, kids are helping steer the virtual shopping cart with greater influence over parents’ purchasing decisions. For Gen Z, this moment is an exercise in self-expression and personal identity. In addition to apparel, expressing one’s personality impacts trends in Back-to-School accessories and supplies. This makes fashion more practical and personalized.
