The Pacsun Pre-Fall 2021 campaign highlights back-to-school styles with the help of TikTok star, actress and singer Jules LeBlanc and a theme of escapism. Shot and launched in Utah's Zion National Park, the campaign aims to promote well-being and reconnection. Brie Olson, President of Pacsun says "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."
The campaign speaks to Gen Z shoppers, who want to have adventures and experience escape, all the while feeling connected to their friends on social media. To foster community and connection, Pacsun is curating a Neighborhood Guide Instagram series.
Escapist Gen Z Campaigns
The Pacsun Pre-Fall 2021 Campaign Stars TikTok Personalities
Trend Themes
1. Back-to-school Escapism - Businesses can capitalize on the trend of promoting well-being and reconnection among Gen Zers through themed escapism campaigns aimed at the back-to-school season.
2. Adventure Travel - Tourism and travel industries can tap into Gen Zers' desires for adventure and escapes by offering unique and adventurous travel experiences and destinations.
3. Influencer Marketing - Businesses can leverage the reach and influence of social media influencers, especially on popular platforms like TikTok, to target Gen Z consumers and promote their products or services through escapism campaigns.
Industry Implications
1. Fashion Retail - Fashion industries can appeal to Gen Zers by designing and marketing clothes and accessories that embody the escapism theme and can be showcased on social media platforms.
2. Outdoor Recreation - Outdoor recreational industries can create and promote activities and destinations that align with Gen Zers' desire for adventure and escapism.
3. Social Media - Businesses within the social media industry may need to offer platforms that foster community and connection among Gen Zers, such as Pacsun's Neighborhood Guide Instagram series.