Pacsun is introducing a dedicated store for kids and just launched its first location at the Mall of America, the largest mall in the U.S. located in Bloomington, Minnesota, according to a Friday (Nov. 5) press release.
The American retail clothing brand is moving to grow its in-store presence with a dedicated branch of Pacsun Kids stores. The 1,435-square-foot Pacsun Kids store is connected directly to the Pacsun adult store, which has been part of the Mall of America for many years.
Pacsun Kids features gender-free clothing for children ages 4 to 14. Styles include graphic tees, fleece sweats and outerwear.
“At PacSun, we want our consumers to be free to express themselves and choose what they want to wear without boundaries, which was the driving factor behind introducing our Pacsun Kids label, completely without gender,” said Brie Olson, president at Pacsun.
“Expanding our offerings at the store level at Mall of America, where we’ve offered our main collection for years, was very important to us to continue empowering our youngest consumers yet to pick what they want from a PacSun label and store created just for them,” Olson said.
With a digital-first approach to community engagement, the brand rolled out initiatives intended to be interactive and fun when the store for kids launched. Influencer Jena Holliday was the special guest to host a livestream shopping event that offered consumers a chance to buy special holiday-geared merchandise.
The retailer also created an Instagram filter with a seasonal in-store QR code for shoppers. Customers also got the opportunity to be featured alongside an animated deer in photo and selfie mode. Pacsun has also organized several Kids livestreams and pop-ups, and has plans in the works to host more kids livestream events.