Specialty retailer PacSun is placing big bets on HTML5 with a new lifestyle-based site that will be updated seasonally to coordinate the brand?s marketing efforts.

The site launch is part of a PacSun?s broader ?Golden State of Mind? marketing campaign to target its core demographic of young, trend-savvy consumers. PacSun worked with JUXT Interactive on this initiative. 

?PacSun's core consumers are 18-24 year-old youth ? and youth these days demand consistent experiences across multiple screens,? said Saren Sakurai, director of client services at JUXT Interactive, Newport Beach, CA.

?By building the site in HTML5 we can provide a similar look and feel to the site when viewed through desktop, tablet and mobile browsers,? he said.

One-stop hub
Users can access the PacSun site at http://www.gsom.com via their mobile devices and desktops.

Via the site, consumers can watch videos, see products and learn more about the Golden State of Mind campaign. The site also contains images from the retailer?s collection

Additionally, users can access the campaign?s blog and social media sites.

PacSun brand ambassadors can upload video content that highlights different areas of California that tie in with the brand?s heritage.

Consumers can also enter to win a four-day trip to California for the upcoming Nike US Open of Surfing via the site.

The site links to PacSun?s commerce-enabled site to let consumers shop via their handsets.

Central content
Making a central hub of content with a device-agnostic approach points to the growing role of smartphone and tablet screens by consumers.

Users expect to not only access content from their mobile devices, they are also increasingly expecting the same experience across multiple screens, particularly for PacSun?s youth demographic.

Going forward, PacSun will be able to update the site with current campaigns and marketing initiatives.

In addition to the PacSun new announcement, the retailer has a long string of other mobile-related initiatives.

For instance, last year the company rolled out a commerce-enabled iPhone application after introducing its mobile site (see story).

The company has also deployed in-store iPad devices to help create a one-on-one relationship with shoppers (see story).

?Youth spend a great deal of their media time consuming digital experiences on their mobile and tablet devices,? Mr. Sakurai said.

?By providing content optimized specifically for these devices, PacSun can conduct their brand messaging on youth's most relevant screens, wherever and whenever they are consuming their media ? including from within the mall, or within the retail location itself,? he said.

?Retailers must adapt their communications to be relevant in their stores in order to keep consumers interested in the moment, so they don't go to the competition. Delivering brand messaging, deals, and mobile coupons in real-time is essential for retailers to effectively keep up with the marketplace.?

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York