There was a point in time when folks thought “mall culture” was nearing its end. But one retailer—PacSun—decided to shake things up by venturing into a place where teenagers and young adults spend countless hours scrolling: TikTok. The brand’s early jump onto the short-form video platform gave it a direct channel to connect with a generation known for its ever-evolving tastes.
Now, with over 2 million followers and years of experimentation under its belt, PacSun has turned TikTok into a huge success driver. Let’s rewind for a moment and see how they got here and what lessons we can all take away—just in case we need a plan b.
When TikTok becomes your best friend
Imagine being in the middle of a busy store, and you see someone pull out their phone to check out the latest fashion trend. This is the magic of TikTok: it’s part entertainment, part discovery, and entirely addictive. PacSun took notice. Years ago, they saw that a 16-to-24-year-old audience was practically living on TikTok, so they started releasing bite-sized videos that reflected the brand’s laid-back, west-coast-inspired spirit.
The fun part? A lot of the content wasn’t just “look at this cool product.” Instead, it was casual, relatable, and at times goofy—an approach that resonates with younger shoppers. Over time, these little clips built enough trust and buzz to translate into real sales.
Why Gen Z can’t get enough
Gen Z might come off as hard to impress, but they pay close attention to brands that feel authentic. PacSun understood that being “real” wasn’t about polished commercials. It was about letting creators and customers tell stories in their own voices. The brand’s leadership explained that they basically opened the door for everyday folks to become ambassadors—no fancy audition required.
Picture a TikToker with a mere 5,000 followers showcasing baggy jeans and casually mentioning how they fit just right for people who love comfort and style. That single clip sparked a wave of interest, so everyone went hunting for those jeans. That’s the power of user-created stories that don’t feel forced. Sure, there are big influencers on TikTok, but PacSun discovered that genuine peer recommendations can be just as (if not more) impactful.
Tapping into the social shopping goldmine
Direct shopping on social platforms is a thing—especially in places like Asia, where it’s practically second nature. In the U.S., though, folks have been slower to adopt. PacSun, however, saw the writing on the wall and got involved in shaping the TikTok shop behind the scenes. By the time TikTok’s shopping features launched more widely, PacSun was already set up to host livestreams that made it ridiculously easy for viewers to grab those must-have denim pieces.
It turns out that strategy paid off big time. On Black Friday, for instance, the TikTok shop produced sales numbers in a single day that were three times higher than the previous year’s. In 18 months, PacSun sold nearly half a million pairs of jeans through livestreams alone—let’s just say that’s a lot of denim.
How brand purpose fuels loyalty
Another vital element in PacSun’s strategy is tapping into Gen Z’s values-driven mindset. Younger consumers want to support brands that do more than just sell cool clothes. They look for companies that champion real issues—like diversity, inclusivity, and sustainability. PacSun’s leadership has been vocal about standing by these principles, even when it’s not the trendy thing to do. The hope is that this consistent moral stance will earn long-term loyalty, especially in an era where brand switching is just a few thumb swipes away.
Why it all matters for your own marketing
If you’re reading this as a budding entrepreneur or a brand manager, there’s a lot to learn from PacSun’s TikTok journey:
- Be real, not perfect: Glossy ads can feel impersonal. Let people see the human side of your brand—even if that means a bit of playful chaos.
- Lean on your community: Everyday creators can be your biggest fans. Give them space to share their stories rather than controlling every message.
- Embrace social commerce: If you haven’t already, test those shopping features on your social platform of choice. It might just become your top revenue booster.
- Prepare for curveballs: Changes happen, whether it’s a potential ban or a platform update. Stay flexible and be ready to pivot to another channel.
- Stand for something: Gen Z wants to know what you believe in. Show them you care about more than the bottom line and they’ll keep coming back.
Looking ahead
We don’t know for sure what the social media landscape will look like next month, much less in a year. For PacSun, the journey has hinged on connecting authentically and moving fast when new opportunities pop up. Whatever happens with TikTok, the brand seems determined to keep exploring fresh ways to engage a generation that’s fiercely loyal to authenticity.
If you’re pondering whether it’s worth diving into the social video scene, remember PacSun’s story: jumping in early, nurturing genuine voices, and turning everyday fans into brand ambassadors is a blueprint that can work anywhere. Whether TikTok sticks around or not, the central lessons remain the same—meet your audience where they are, be open-minded in how you collaborate, and never forget that the best marketing strategy should like a friendly conversation, not a corporate memo.
FAQ’s
1: “I’m on a tiny budget, can I still do digital marketing?”
Absolutely. If you tap into free platforms and share a genuine behind-the-scenes look at your journey, people connect with that more than flashy ads.
2: “Do I need influencers if I’m not into ‘online fame’?”
Not necessarily. If you’re willing to share your story, you can be your own influencer. Your personal passion often comes across more authentically than a sponsored shoutout.
3: “My product isn’t ‘fun.’ How do I keep folks interested?”
People love hearing the “why” behind your brand. Whether it’s your design process or the heartfelt reason you started, authenticity keeps them engaged—even if it’s not the trendiest item in town.