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PacSun sees light in California-themed campaign

NEWPORT BEACH, Calif — Struggling specialty retailer PacSun is hoping a new campaign and some re-branding will help turn things around. To rebuild its image, the company has enlisted Juxt Interactive to create an immersive brand experience designed to coincide with the formal unveiling of the retailer’s new “Golden State of Mind” positioning, which includes the website GSOM.com, and is supposed to reflect the fluid, relaxed nature of the Golden State.

Designed specifically to fit the multi-screen lifestyle of 18-24 year olds, the GSOM site was built entirely in HTML5 and includes feeds from all of PacSun’s social media channels, unique content hosted by a regularly updated blog and seasonal photosets and photographers from the latest PacSun brand campaigns, as well as content from many of the apparel brands they carry.

The site takes the California theme even further by featuring posts PacSun brand ambassadors and digital correspondents, placed throughout the state and tasked with supplying a constant stream of content.

“Juxt really helped us achieve something online that is unlike anything we’ve ever seen before,” stated Greg Crawford, senior creative director for PacSun. “It’s an incredibly visual platform for extending the brand’s reach and bringing our amazing photography and images of California to the consumer. No matter where you’re sitting while viewing the site I think it’ll be an interesting, inspirational home base for anyone looking for places to go and things to see throughout the state, and what to wear while doing it.”

PacSun has a good deal riding on this campaign, as it needs to turn things around fast.

For its most recent quarter, the company reported a loss of $38.1 million, compared with a net loss of $35.2 million a year earlier. Sales dipped 1% to $234.2 million from $237.6 million, missing Wall Street’s expected revenue of $245.9 million.