In 2025, while the music industry grappled with a lack of memorable anthems, the realm of fashion, particularly denim, turned into a battleground. Brands like American Eagle and Levi’s poured enormous sums into marketing campaigns, all vying for the attention of a crucial demographic: Generation Z and Generation Alpha. These young consumers are expected to propel denim sales to astonishing heights, projected to reach a staggering $114.6 billion by 2030, with 42% of purchases attributed to their buying power. This group of trend-savvy shoppers can single-handedly determine the fate of a brand, which makes their engagement vital. Enter PacSun, a key player under CEO Brieane Olson, who has strategically shifted the focus of growth from hefty budgets to genuinely listening to the customers. The innovative approach of PacSun embraces the voices, preferences, and insights of these young consumers, steering the brand toward success through authentic connections.
Harnessing the Power of the Youth: The PacSun Youth Advisory Council
PacSun’s latest initiative, the Youth Advisory Council, embodies the brand’s commitment to integrating customer voices into its core operations. This council, comprised of Gen Z and Gen Alpha members, will closely collaborate with PacSun executives in various workshops and mentorship sessions. This direct engagement ensures that the insights into products, marketing, and even campaign concepts are seamlessly embedded into the brand’s strategy. The inaugural cohort features notable figures such as:
- Anna Sitar (@annaxsitar) – A renowned TikTok creator with over 12 million followers and co-creator of the ANNAXPACSUN swimwear line
- Jabari and Malik Williams (@william_twinss) – Twin TikTok creators and frequent PacSun collaborators
This proactive involvement reveals PacSun’s underlying philosophy: “The best ideas come from building alongside our community, not just for them.” This sentiment not only highlights the brand’s intention to leverage the creative talents of its youthful audience but also to foster a sense of ownership among customers.
Driving Sales Through Authentic Connections: The Role of TikTok Creators
Young consumers are drawn to authenticity, as seen in the remarkable impact of TikTok creators on sales for PacSun. One exemplary case is Lyla Biggs, a member of PacSun’s TikTok affiliate program, whose casual video styling the Casey Jean resulted in a staggering 11,000 pairs sold within 48 hours leading up to Black Friday. The momentum continued, with more than 60,000 pairs sold shortly after, collectively contributing to over $20 million in sales from TikTok alone. Chief Merchandising Officer Richard Cox encapsulates this approach by stating, “It is our job not to pick trends but to see who genuinely loves the product and let them lead.” This strategy empowers creators to share products in a manner that resonates with their audiences, elevating brand visibility and driving sales.
Embracing Technology: AI and PacSun’s Digital Ecosystem
In a rapidly evolving retail landscape, PacSun recognizes the significance of a robust digital infrastructure to compete effectively. Under the direction of Chief Digital and Information Officer Shirley Gao, the brand has made substantial investments in technology to gather and analyze customer interactions. By integrating data from various sources—including over 300 stores, e-commerce transactions, loyalty programs, and social media sales—PacSun has established a comprehensive system. Gao emphasizes the urgency of adapting to the needs of Gen Z, noting, “They will not tell you what is wrong; they just leave.” This philosophy has shaped the brand’s mission to capture customer feedback swiftly and create the necessary adaptations before losing their interest with the rapid pace at which they shop.
Anticipating Trends and Customer Needs with AI
To further enhance its operational efficiency, PacSun has initiated the formation of an AI Council and established an 18-month adoption roadmap aimed at harnessing predictive tools that cater to its youthful audience. As Gao explains, “Without first-party data, predictive tools don’t function.” This focus on data integrity serves to anticipate what resonates with customers, allowing PacSun to deliver relevant and timely shopping solutions. By early investments in platforms like TikTok Shop and cannabis to their data systems, PacSun is carving out a niche for itself as a leader in understanding and responding to youth culture.
A Long-Term Vision: Co-Creation and Data-Driven Decisions
In a fiercely competitive environment, PacSun is betting on an innovative strategy that emphasizes co-creation and genuine engagement with customers. CEO Brieane Olson succinctly summarizes this approach: “Our company’s most important shareholder is our customer.” By prioritizing the needs and desires of its young shoppers, PacSun aims to grow not just sales but also long-lasting loyalty. The brand’s unique ability to learn and adapt in real-time positions it ahead of rivals who might rely more heavily on traditional marketing campaigns.
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PacSun’s strategy intertwined with the passions of its youthful audience, from empowering creators to investing in technology-driven solutions, illustrates a transformative approach in modern marketing. As competition continues to intensify, the focus on embracing feedback and co-creation will definitively shape the future of retail in a world dominated by Gen Z.
