Dive Brief:

• Pacsun last week debuted its first dedicated gender-neutral clothing brand, Colour Range, with a livestreamed shopping event, according to a news release.
• To market the apparel line, which includes cotton-based wardrobe staples like T-shirts, sweats and slim-fit pants, the retailer is also running a "Life in Colour" social media series that profiles TikTok microinfluencers. Each creator will share the go-to outfits that make them feel happy and detail how they're trying to make a difference in their community, with Pacsun amplifying their stories through its own channels.
• Pacsun chief executive Alfred Chang said in a statement that gender-neutral options now reach more than 20% of the company's offerings. Colour Range builds on other Pacsun initiatives that cater to the more fluid and eco-conscious tastes of its Gen Z target consumers.

Dive Insight:

Pacsun is turning to smaller TikTok creators to raise awareness for its first gender-neutral clothing brand. Microinfluencers might not have the reach of high-caliber social media stars with millions of followers, but research suggests they can be more effective at driving engagement because a smaller audience fosters a sense of intimacy and trust. Pacsun will share the "Life in Colour" videos to its own social channels, scaling the campaign's reach. The retailer has 1.4 million followers on TikTok, a platform viewed as increasingly essential to connecting with Gen Z.

With the introduction of Colour Range, Pacsun said it's attempting to evolve not only its outlook on fashion, but also the ways it approaches strategic partnerships and digital marketing. Last week, the company hosted a livestreamed shopping event to debut the line, featuring a performance by Willow ahead of the artist's 2021 tour. Influencers like Zendaya Taylor and Reilly Patton also attended the in-store activation. Pacsun said livestreaming has remained a successful way to "prompt high engagement" with viewers.

Other retailers have deployed similar tactics while focusing more squarely on social media. Walmart has recently turned to TikTok for shoppable livestreams where viewers can purchase items directly from videos for key occasions like the holidays. TikTok this year has ramped up what it calls a "community commerce" strategy, leveraging the sway of its creators to drive online sales.

Pacsun is marketing Colour Range as a more accessible and sustainable option for values-led Gen Z consumers. The collection's products are made from fabrics that are partially recycled and include organic yarn. The line is an extension of Pacsun's other pushes into gender-neutral clothing. In June, the retailer created a Pacsun Kids line that features gender-neutral apparel for children ages 4 to 14. Last year, it opened a Gender-Neutral Shop portal so online shoppers could easily browse its unisex options.