Pacsun dips toes in China’s s-commerce market
US fashion retailer Pacsun, which released 200-plus rebranded denim styles in July ahead of the back-to-school period, has revealed plans to enter the Chinese market via local social commerce platform Douyin, more commonly known as TikTok outside the country.
The application, which operates separately to TikTok, had over 600 million daily active users in China as of 2020. Beginning November 18, Douyin shoppers will be able to shop Pacsun’s autumn-winter 2023 casualwear collaboration with fellow California-based brand Fear of God.
Pacsun is owned by San Franciscan private equity firm Golden Gate Capital. The youth-focused retailer, for whom denim is a best-seller, inaugurated its latest brick-and-mortar store in San Diego’s Fashion Valley last month.
It described the location as the first to showcase its new vision for physical retail, which includes integration with its social and digital channels such as the current multi-platform, metaverse-activated PacVerse campaign.
Pacsun’s new Fashion Valley store in Southern California. Credit: Pacsun.
