Podcast
Welcome to The Backroom, a window into what goes on behind the scenes as the Retail Dive team covers the stories and trends reshaping retail. You can check out all our podcast episodes (past and present) here and listen on Apple Podcasts, iHeartRadio and Spotify.
Ten years after exiting bankruptcy, Pacsun has joined retailers like Gap, Abercrombie & Fitch and Victoria’s Secret in working to recapture relevance in a changed world. The store with the SoCal vibe roots recovered from its decade-ago troubles by distancing itself from its original skate-and-surf focus and expanding beyond sales of third-party brands with its own labels.
It’s been a long journey, according to CEO Brieane Olson, who has written a book about Pacsun’s strategy pivot, “Co-Created: The Cultural Strategy That Redefined Pacsun.” Olson joins The Backroom to discuss the challenges she has faced, starting as a merchant and now as CEO, in getting Pacsun to matter to young cohorts accustomed to creating, and not just following, culture and vibes.
Resource links:
- Pacsun opens first US stores in nearly 20 years as foot traffic picks up
- How Gap lost its khaki soul
- Why Abercrombie & Fitch isn’t complaining about the weather
- Bras, beauty push up Victoria’s Secret in ‘standout’ Q3
Editor’s note: This episode was produced and edited by Caroline Jansen.
