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08/06/2021

Pacsun to Debut First Live Shopping Event from Flagship Store

Pacsun is debuting its first-ever live streaming shopping event in honor of the one-year anniversary of its flagship store in Soho, New York, on Aug. 6.
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The event is hosted by Pacsun influencer and content creator Mathieu Simoneau, who also appears in Pacsun campaigns. The shopping event will specifically focus on the limited edition Vans shoe in collaboration with A$AP Rocky.

Executive Summary

Pacsun’s event underscores the rising popularity of live streaming for retailers. The technology has been increasingly adopted across the industry since the start of the pandemic, with retailers aiming to recreate the in-store experience online. By debuting live streaming within its physical flagship store, Pacsun is also revealing how retailers can combine brick and mortar with digital channels.

Pacsun has also ramped up its presence on other digital platforms, including virtual try-on sessions on Snapchat and TikTok, which has recently been leveraged as a recruiting tool for some retailers. The moves make it clear Pacsun is targeting the Gen Z shopper, while the live stream offers customers a way to view the new shoes as they become available for purchase. 

"Pacsun is dedicated to transforming the ecommerce shopping experience and offering our customers innovative and entertaining online experiences, as seen in our partnerships with Tik Tok, Snapchat, Roblox, and most recently, Bambuser,” said President Brieane Olson. “Today, Pacsun is proud to be launching our first-ever Live Stream event in our Soho store in NYC, where shoppers around the world will get a first look, real time, at our newest drop from A$AP worldwide and Vans. This much anticipated drop, curated by our Guest Creative Director, A$AP Rocky, on a live stream platform with Bambuser, provides an engaging opportunity for viewers to comment, ask questions and shop the drop first.”

Pacsun has seen success on TikTok already, with 1.3 million followers. The retailer used the platform to release a short film by A$AP Rocky and Aisultan Seitov that features Vans reflective shoe and a new unreleased song by the rapper inspired by the shoe collection. The film was “created by his love for the comedy films 'Richie Rich' and 'Blank Check' that both debuted in 1994,” according to Pacsun.

Exec summary

Thousands of customers signed up to watch the Aug. 6 live stream in less than 24 hours, Pacsun stated. The event will be cast on Bambuser, a live shopping platform based in Sweden.

"We are incredibly excited to be working with Pacsun and powering this impressive, bi-coastal, multifaceted roll out,” said Sophie Abrahamsson, chief commercial officer of Bambuser. “Pacsun is proving themselves to be a truly innovative company, and the way they are embracing live video shopping is a perfect demonstration of how the technology can be used to go beyond just connecting with digital audiences, and instead, really offering them an in store-style experience from wherever they are."