In 2023, approximately 8% of Pacsun’s denim sales consisted of baggy oversized jeans but in 2024, baggy jeans now make up 80% of the company’s denim sales—and the youth-focused retailer launched the Better in Baggy back-to-school campaign in response.
This campaign focuses on a wide range of oversized styles, including baggy denim, and showcases the brand's latest products through the eyes of The Pacsun Collective. Co-created by the brand's Gen Z consumer community members, the campaign visually tells the story of a friend group's journey through New York City, all while championing self-expression and individuality. "The shift towards baggy and loose-fits shows a movement towards comfort and individuality in fashion," said Richard Cox, VP of Men's Merchandising and Global Partnerships, in a press release.
Oversized Denim Campaigns
Pacsun Co-Created Better in Baggy with The Pacsun Collective
Trend Themes
1. Youth-driven Co-creation - Pacsun’s collaboration with The Pacsun Collective highlights the increasing influence of Gen Z in brand storytelling and product development.
2. Comfort-focused Fashion - The dramatic rise in sales of baggy denim emphasizes a growing consumer preference for comfort and loose-fit styles in everyday wear.
3. Back-to-school Campaigns - Pacsun's Better in Baggy back-to-school campaign signifies a strategic alignment with seasonal trends and youth market demands.
Industry Implications
1. Retail - This trend showcases how youth-focused retailers are tapping into Gen Z preferences for self-expression and comfort.
2. Fashion - The dominance of baggy denim signals a shift in fashion design towards more inclusive and versatile clothing styles.
3. Marketing - Utilizing co-created campaigns that feature real consumer stories is reshaping marketing strategies across various consumer-centric industries.