Pacsun Spring/Summer 2022 Includes a VR Experience
Laura McQuarrie — February 15, 2022 — Marketing
References: pacsun & prnewswire
Gen Z style icon Emma Chamberlain stars in the newly released Pacsun Spring/Summer 2022 campaign, which is centered on looking toward the future and the dream of escapism.
With this youthful collection campaign, the brand is venturing into the metaverse with a virtual reality experience that includes Emma Chamberlain as an avatar. Pacsun the Game is another way that the youthful brand is continuing conversations with Gen Z and it can be found within the Pacsun App in the App Store. The gamified experience introduces Puck, a guide looking for underwater color and resources that will unlock new worlds. After mastering all of Puck's abilities, players will get the chance to build their very own Pacsun the Game closets.
With this youthful collection campaign, the brand is venturing into the metaverse with a virtual reality experience that includes Emma Chamberlain as an avatar. Pacsun the Game is another way that the youthful brand is continuing conversations with Gen Z and it can be found within the Pacsun App in the App Store. The gamified experience introduces Puck, a guide looking for underwater color and resources that will unlock new worlds. After mastering all of Puck's abilities, players will get the chance to build their very own Pacsun the Game closets.
Trend Themes
1. Metaverse Apparel Campaigns - Fashion brands are venturing into the metaverse with virtual reality experiences, creating disruptive innovation opportunities for immersive marketing campaigns and personalized shopping experiences for customers.
2. Virtual Influencers - The use of virtual influencers such as avatars like Emma Chamberlain in Pacsun's Spring/Summer campaign presents an opportunity for businesses to reach and engage with younger audiences in new ways and explore new avenues for brand collaborations.
3. Gamification of Retail - Gamified retail experiences like Pacsun's Puck game introduce interactive elements to attract and retain customers, presenting opportunities to increase customer engagement through personalized rewards and better data collection.
Industry Implications
1. Retail Industry - Retailers can use virtual reality experiences and gamification to offer customers new and personalized ways to shop, leading to potentially increased customer loyalty and revenue.
2. Fashion Industry - The use of virtual influencers and immersive experiences in fashion campaigns presents new opportunities to showcase products and engage customers in innovative and memorable ways.
3. Gaming Industry - The intersection of fashion and gaming through Pacsun's Puck game and metaverse experiences highlights the potential for innovation and collaboration between the two industries for engaging new audiences.
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