Pacsun chief reveals Gen Z strategy

By Lauren Mitchell 01/06/2026 3 min read 51 views

Pacsun is opening more stores than it’s closing for the first time in 18 years. The mall-based retailer credits its focus on Gen Z strategy as a key driver. Young consumers have long shaped retail trends, but keeping up with their shifting preferences requires constant adaptation. CEO Brie Olson highlights four pillars—fashion, music, sport, and art—as central to Pacsun’s approach. These areas reflect where Gen Z spends time and where the brand aims to connect.

The company’s digital strategy emphasizes personal interests. It treats customers as “co-creators” rather than passive buyers. In 2025, Pacsun launched its first Youth Report and formed a Youth Advisory Council. These initiatives aim to involve young people directly in shaping products and campaigns. Olson calls this shift “a cultural strategy” that redefined the brand’s identity. The report includes data on what Gen Z values most, from sustainability to community-driven projects.

Partnerships with creators have also played a role. Viral products like jeans that align with social media trends helped Pacsun regain traction. The brand’s physical stores now serve as “hubs” for events and collaborations. This blend of online and offline engagement mirrors how Gen Z interacts with brands—through influencers, user-generated content, and immersive experiences.

Olson’s new book, Co-Created: The Cultural Strategy That Redefined Pacsun, details these efforts. It outlines how listening to young consumers led to changes in product design, marketing, and store layouts. The book also discusses challenges, like balancing commercial goals with authenticity. Olson stresses that Gen Z demands transparency and values brands that reflect their identity, not just their wallets.

The Youth Advisory Council includes teens and young adults who provide feedback on everything from music playlists to product launches. Their input influences seasonal collections and limited-edition drops. This approach helps Pacsun avoid generic marketing and instead create campaigns that resonate with specific subcultures within Gen Z.

Some critics question whether these initiatives are genuine or just marketing tactics. But Olson points to sales data and customer surveys as proof of the strategy’s success. Pacsun’s recent store expansions in major cities suggest the approach is working. The company’s focus on cultural relevance over traditional retail metrics has drawn attention from analysts and competitors alike.

The Youth Report also highlights gaps in Gen Z’s expectations. Many young consumers want more ethical practices, like fair wages and eco-friendly materials. Pacsun has responded by increasing transparency in its supply chain and partnering with sustainable brands. These steps align with broader trends but also set the company apart in a crowded retail market.

Olson’s interview on the Modern Retail Podcast explores how Pacsun avoided the pitfalls of short-lived trends. She emphasizes consistency in engaging with Gen Z, even as their interests evolve. The brand’s success hinges on treating young consumers as collaborators, not just targets. This mindset, she argues, is what makes Pacsun’s strategy distinct in today’s fast-moving retail setting.