Pacsun's CEO, Brie Olson, shares how the brand continually nails its Gen Z strategy by embracing a "consumers as co-creators" philosophy. Learn about their early adoption of TikTok Shop, the invaluable insights from their Youth Advisory Council and Youth Report, and how a new mobile app is central to their omnichannel approach, offering key lessons for any ecommerce operator targeting a young demographic.
Key takeaways
Implement strategies to actively involve your target audience in brand and product development, like Pacsun's Youth Advisory Council, to foster a sense of co-creation and ensure relevance.
Invest early in emerging social commerce platforms like TikTok Shop to capture new audiences and drive sales, rather than waiting for them to become mainstream.
Develop a robust mobile app strategy that serves as a central hub for exclusive content, product drops, and loyalty programs to enhance customer engagement and streamline the omnichannel experience.
Utilize dedicated research, such as an annual Youth Report, to gain deep insights into evolving consumer behaviors and preferences, allowing for agile strategy adjustments.
Maintain cultural relevance by integrating brand pillars that resonate with your target demographic, such as fashion, music, sport, and art, and leverage strategic partnerships with creators and celebrities.
Young consumers have always been a sought-after demographic for retailers — but what they value is always changing. Over the past several decades, Pacsun has sought to maintain a strong pulse on the evolving tastes of teenagers. From viral jeans to strategic partnerships with creators, the mall-based retailer is once again winning over young people. For the first time in 18 years, the company is opening more new stores than it is closing. Pacsun's digital strategy is heavily weighted toward customers’ personal interests and influences. The brand says it remains relevant through four key pillars: fashion, music, sport and art. And so in 2025, the company began releasing an annual Youth Report and announced its Youth Advisory Council. The two programs are an example of Pacsun leaning into customer participation and what it calls “consumers as co-creators.” On this week’s Modern Retail Podcast, senior reporter Gabriela Barkho is joined by Pacsun CEO Brie Olson, who recently released a new book called “Co-Created: The Cultural Strategy That Redefined Pacsun.” In this interview, Olson discusses: The brand’s early bet on TikTok Shop. Pacsun’s new Youth Advisory Council and Youth Report. The brand's latest investment in a new mobile app as a hub for product drops and rewards.
Implement strategies to actively involve your target audience in brand and product development, like Pacsun's Youth Advisory Council, to foster a sense of co-creation and ensure relevance.
What does this episode say about brand & content?
Invest early in emerging social commerce platforms like TikTok Shop to capture new audiences and drive sales, rather than waiting for them to become mainstream.
What does this episode say about retail & omnichannel?
Develop a robust mobile app strategy that serves as a central hub for exclusive content, product drops, and loyalty programs to enhance customer engagement and streamline the omnichannel experience.
What does this episode say about customer retention?
Utilize dedicated research, such as an annual Youth Report, to gain deep insights into evolving consumer behaviors and preferences, allowing for agile strategy adjustments.
What does this episode say about dtc strategy?
Maintain cultural relevance by integrating brand pillars that resonate with your target demographic, such as fashion, music, sport, and art, and leverage strategic partnerships with creators and celebrities.
