Pacsun has collaborated with social media influencer and a robotic character, Miquela, to promote its stores, connect with Gen Z shoppers, and adopt market strategies focused on the metaverse. Pascun claims that the partnership will assist in generating revenue in the fourth quarter, attracting consumers as it has crossed 2 million followers on TikTok recently. The main focus will be on virtual avatars to achieve the milestone. Moreover, Miquela is famous for hairstyles that attract fashion brands. Pacsun and Miquela also joined a virtual shopping event, ComplexLand, in the metaverse. The brand aims to increase social media engagement and audience as Brieane Olsan, president at Pascun, claims that Miquela aligns with the brand’s core values, paving the way into metaverse fashion and culture.
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