US fashion retailer Pacsun recently revealed a plan to enter the Chinese market via the local social commerce platform Douyin.
Last in July, Douyin revealed 200-plus rebranded denim styles of the back-to-school period.
By entering e-commerce, Douyin shoppers will 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, for whom denim is a best-seller, inaugurated its latest brick-and-mortar store in San Diego’s Fashion Valley last month.
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.