Pacsun claims market first with launch of its social commerce app PS Community Hub

Pacsun reports the launch of its proprietary digital platform, PS Community Hub, pitched as a first to market concept.

It says that, unlike traditional retail apps or loyalty programmes, this integrates social connection, creator monetisation, and co-creation opportunities with a focus on youth culture.

The announcement was made as part of a discussion at NRF 2026: Retail's Big Show in New York City focused on Gen Alpha and Gen Z research, with Pacsun CEO Brieane Olson and Business of Fashion's Sheena Butler-Young.

"The creation of PS Community Hub demonstrates our purpose driven retail strategy, putting creators and our youth community at the heart of our plan to fuel sustainable growth, cultural relevance, and innovation in retail," says Olson.

"Our deep generational listening and Insights from the Pacsun Youth Report have been instrumental in shaping this initiative, ensuring that we address the evolving needs and aspirations of our young consumers and remain at the forefront of technology and social commerce."

Users and creators will have the opportunity to collaborate, share content, participate in immersive experiences, and engage with like minded peers, while tapping social shopping experiences that aim to convert engagement into sales. By incorporating AI for content review, personalisation, customer service, and analytics, Pacsun is claiming to position itself at the forefront of enhancing e-commerce and social driven retail.

The platform offers creators tools for content publishing, personal brand building, and monetisation through affiliate commissions. Additionally, it provides a path to help creators increase their exposure, unlock new opportunities, and give top users the chance to co-create capsule collections.

"PS Community Hub represents a bold step forward in business innovation. By harnessing AI, advanced algorithms, and cloud native technologies, we are building a next-generation mobile platform designed specifically for Pacsun's Gen Z and Gen Alpha customers, the most digitally fluent generations to date," says Gao.

"The app delivers an immersive ecosystem where customers, creators, and brands come together to collaborate, share authentic perspectives on fashion and lifestyle, and actively co-create what they want rather than being told what to wear. This is not just a new app; it's a new model for how fashion connects, listens, and evolves."

RTIH AI in Retail Awards

RTIH proudly presents the first edition of its AI in Retail Awards, sponsored by VenHub Global, 3D Cloud and EdTech Innovation Hub.

This is now open for entries. Deadline for submissions is Friday, 5th December. It’s free to enter and you can do so across multiple categories.

Check out categories and entry forms here.

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Thursday, 29th January. This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.