Digital First Retailer Brings Store Pop-Up to the Metaverse, along with Exclusive NFT Debut
Youth retailer, Pacsun, has been fully embracing the metaverse as a major touchpoint to interact with its core Gen Z consumer. Catering to a fully digital generation, Pacsun understands that Gen Z values their virtual identities just as much as their physical identities, and with that, has concentrated on building its rapport in digital space through VR and AR experiences, development of its own video game and NFTs, a dedicated experience on Roblox with PACWORLD, being the first fashion retailer to accept cryptocurrency, social media engagement, as well as securing its first plot of land in The Sandbox which was teased recently, and more.
Pacsun is entering another first for the brand by joining ComplexLand 3.0 in the Metaverse. Pacsun will activate its own commerce experience at the multi-day festival with a three-level store, where attendees will be able to peruse and shop exclusive products from Pacsun, its resell initiative PS Reserve, and items from existing brand Playboy and new partner and esports organization, Cloud9.
“We’re excited about our partnership with Pacsun. This collaboration continues to broaden the reach of esports and pro-gaming and its connection to youth culture,” said Cloud9 VP of Merchandising & Licensing, Adrian Gale. Cloud9 and Pacsun will be debuting their first collaboration during ComplexLand, with exclusive merchandise available to purchase early only by attendees in the Metaverse before launching on Pacsun.com and Pacsun retail locations nationwide in early June.
Once a shopper finds the product they want to buy, they will be directed to the Pacsun website to purchase the physical version of the product – another example of how Pacsun is creating unique brand experiences for its consumer through intersecting technology and physical retail.
Pacsun will also be represented at ComplexLand 3.0’s NFT Art Experience. With the debut of an exclusive Pacsun Mall Rat, the first time a Pacsun NFTs will be displayed in a virtual gallery. Visitors will have the opportunity to engage with the art, place a bid, and add a piece of Pacsun to their collection. Purchasers of the NFT will also receive a sneaker from Pacsun’s resell program, PS Reserve.
“Being part of ComplexLand 3.0 is a big step for us in the Metaverse, coming almost a year after introducing our first offering of Pacsun branded items on Roblox,” said Brie Olson, President of Pacsun. “It is undeniable that Metaverse has an incredible network effort. Not only do consumers find community in the space, but we, as a brand, get to connect with them authentically and ultimately grow our Pac Community in the digital and physical worlds.”
“ComplexLand was the first commerce-based Metaverse experience that bridged the IRL with the URL. It’s amazing to partner with PacSun as they continue to innovate and bring their community further into the Metaverse,” added Neil Wright, Head of Collaborations & Experiential at Complex Networks.
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