Latest / Omni Talk Retail / Pacsun CEO Brieane Olson on Gen Z, TikTok Commerce & the Future of Retail Innovation | WRC 2025

Transcript

Pacsun CEO Brieane Olson on Gen Z, TikTok Commerce & the Future of Retail Innovation | WRC 2025 · Omni Talk Retail

• 0:00
  Welcome
• 0:00
  back
• 0:01
  everyone.
• 0:01
  This
• 0:01
  is
• 0:01
  Amitakh
• 0:02
  Retail
• 0:02
  live
• 0:03
  from
• 0:03
  World
• 0:03
  Retail
• 0:04
  Congress
• 0:04
  in
• 0:05
  London.
• 0:05
  I'm
• 0:05
  Anne
• 0:05
  Mazinga.
• 0:06
  And
• 0:06
  I'm
• 0:07
  Chris
• 0:07
  Walton.
• 0:07
  And
• 0:08
  we
• 0:08
  are
• 0:08
  coming
• 0:08
  to
• 0:08
  you
• 0:08
  live
• 0:09
  from
• 0:09
  the
• 0:09
  Fusion
• 0:09
  Group
• 0:10
  booth.
• 0:10
  I
• 0:10
  want
• 0:10
  to
• 0:10
  give
• 0:11
  them
• 0:11
  a
• 0:11
  big
• 0:11
  thank
• 0:11
  you
• 0:12
  for
• 0:12
  making
• 0:12
  all
• 0:13
  of
• 0:13
  our
• 0:13
  coverage
• 0:13
  of
• 0:14
  World
• 0:14
  Retail
• 0:14
  Congress
• 0:15
  possible
• 0:15
  today.
• 0:16
  And
• 0:16
  standing
• 0:17
  next
• 0:17
  to
• 0:17
  us,
• 0:17
  Chris,
• 0:18
  today
• 0:18
  we
• 0:18
  have
• 0:19
  the
• 0:19
  CEO
• 0:20
  of
• 0:20
  PacSun,
• 0:21
  Brianne
• 0:21
  Olson.
• 0:22
  Brianne,
• 0:23
  welcome.
• 0:24
  Thank
• 0:24
  you
• 0:24
  so
• 0:24
  much
• 0:24
  for
• 0:24
  making
• 0:25
  time
• 0:25
  for
• 0:25
  us
• 0:25
  today.
• 0:26
  Of
• 0:26
  course.
• 0:26
  Thank
• 0:27
  you
• 0:27
  for
• 0:27
  having
• 0:27
  me.
• 0:28
  So,
• 0:28
  Brianne,
• 0:28
  I'm
• 0:29
  curious.
• 0:29
  So
• 0:29
  tell
• 0:30
  us
• 0:30
  a
• 0:30
  little
• 0:30
  bit
• 0:30
  about
• 0:30
  your
• 0:30
  background
• 0:31
  for
• 0:31
  the
• 0:31
  audience.
• 0:31
  And
• 0:32
  because
• 0:32
  this
• 0:32
  is
• 0:32
  a
• 0:32
  global
• 0:33
  conference
• 0:33
  too,
• 0:33
  why
• 0:33
  don't
• 0:33
  you
• 0:33
  explain
• 0:34
  a
• 0:34
  little
• 0:34
  bit
• 0:34
  about
• 0:34
  pacsun
• 0:35
  as
• 0:35
  well?
• 0:35
  Of
• 0:36
  course,
• 0:36
  I'd
• 0:36
  love
• 0:36
  to.
• 0:37
  I've
• 0:37
  been
• 0:37
  at
• 0:37
  PacSun
• 0:38
  just
• 0:38
  about
• 0:39
  two
• 0:39
  decades
• 0:39
  now.
• 0:40
  Two
• 0:40
  decades?
• 0:40
  Wow.
• 0:41
  PacSun
• 0:42
  is
• 0:42
  a
• 0:42
  youth
• 0:43
  oriented
• 0:43
  retailer
• 0:44
  and
• 0:44
  apparel
• 0:45
  retailer
• 0:45
  in
• 0:45
  the
• 0:45
  United
• 0:46
  States.
• 0:46
  We
• 0:46
  operate
• 0:47
  about
• 0:47
  350
• 0:48
  stores
• 0:49
  in
• 0:49
  the
• 0:49
  US
• 0:50
  and
• 0:50
  are
• 0:50
  opening
• 0:51
  at
• 0:51
  a
• 0:51
  fast
• 0:52
  clip,
• 0:52
  75
• 0:52
  additional
• 0:53
  stores
• 0:53
  in
• 0:53
  the
• 0:53
  US
• 0:54
  over
• 0:54
  the
• 0:54
  next
• 0:54
  three
• 0:55
  years.
• 0:55
  Oh,
• 0:55
  wow.
• 0:56
  I've
• 0:56
  been
• 0:56
  in
• 0:56
  the
• 0:56
  fashion
• 0:57
  industry
• 0:57
  for
• 0:58
  just
• 0:58
  over
• 1:00
  35
• 1:00
  years.
• 1:00
  Oh
• 1:01
  my
• 1:01
  God.
• 1:02
  Wow.
• 1:03
  What'd
• 1:03
  you
• 1:04
  do
• 1:04
  before
• 1:04
  PacSun?
• 1:05
  I
• 1:05
  worked
• 1:05
  at
• 1:05
  Abercrombie
• 1:07
  and
• 1:07
  before
• 1:08
  that
• 1:08
  I
• 1:08
  worked
• 1:09
  in
• 1:09
  Italy
• 1:10
  for
• 1:11
  a
• 1:11
  luxury
• 1:12
  apparel
• 1:12
  group
• 1:13
  called
• 1:13
  Marzotto
• 1:14
  that
• 1:14
  had
• 1:14
  Gianfranco,
• 1:15
  Ferre
• 1:15
  and
• 1:15
  Valentino.
• 1:16
  Oh
• 1:16
  my
• 1:16
  gosh.
• 1:17
  Wow.
• 1:18
  You've
• 1:18
  covered
• 1:18
  all
• 1:19
  of
• 1:19
  the
• 1:19
  areas
• 1:19
  of
• 1:20
  fashion
• 1:20
  in
• 1:20
  your
• 1:20
  life.
• 1:21
  It's
• 1:21
  been
• 1:21
  a
• 1:21
  lot
• 1:22
  of
• 1:22
  fun.
• 1:22
  I
• 1:22
  bet.
• 1:23
  Well,
• 1:23
  Brianne,
• 1:24
  one
• 1:24
  of
• 1:24
  the
• 1:24
  things
• 1:24
  that
• 1:25
  I
• 1:25
  love
• 1:25
  so
• 1:25
  much
• 1:26
  about
• 1:26
  the
• 1:26
  work
• 1:26
  that
• 1:26
  you've
• 1:27
  done
• 1:27
  and
• 1:28
  the
• 1:28
  work
• 1:28
  that
• 1:28
  pacs
• 1:29
  on
• 1:29
  has
• 1:29
  done
• 1:29
  is
• 1:30
  that
• 1:30
  you're
• 1:30
  always
• 1:30
  the
• 1:31
  early
• 1:31
  adopters.
• 1:32
  If
• 1:32
  there's
• 1:32
  a
• 1:32
  test
• 1:33
  to
• 1:33
  be
• 1:33
  done,
• 1:34
  you
• 1:34
  are
• 1:34
  the
• 1:34
  first
• 1:35
  ones
• 1:35
  to
• 1:35
  go
• 1:35
  do
• 1:35
  it.
• 1:35
  I
• 1:35
  think
• 1:36
  of
• 1:36
  like
• 1:36
  your
• 1:36
  work
• 1:36
  with
• 1:37
  Roblox
• 1:37
  early
• 1:37
  on,
• 1:39
  testing
• 1:39
  in
• 1:39
  the
• 1:39
  Metaverse
• 1:40
  early
• 1:40
  on.
• 1:40
  Like
• 1:41
  you,
• 1:41
  you're
• 1:41
  always
• 1:42
  game
• 1:43
  for
• 1:43
  a
• 1:44
  challenge
• 1:44
  and
• 1:44
  for
• 1:44
  a
• 1:45
  test.
• 1:45
  But
• 1:46
  one
• 1:46
  question
• 1:46
  that
• 1:46
  I
• 1:47
  have
• 1:47
  is
• 1:47
  how
• 1:47
  do
• 1:47
  you
• 1:48
  decide
• 1:48
  which
• 1:49
  tests
• 1:49
  are
• 1:49
  the
• 1:49
  right
• 1:50
  tests
• 1:50
  to
• 1:50
  do
• 1:51
  and
• 1:51
  where
• 1:51
  you're
• 1:51
  going
• 1:52
  to
• 1:52
  invest?
• 1:52
  And
• 1:53
  then
• 1:54
  also
• 1:55
  once
• 1:55
  you
• 1:56
  are
• 1:56
  in
• 1:56
  a
• 1:56
  test,
• 1:57
  how
• 1:57
  do
• 1:57
  you
• 1:57
  decide
• 1:57
  when
• 1:57
  it's
• 1:58
  time
• 1:58
  to
• 1:58
  pull
• 1:58
  back
• 1:58
  or
• 1:59
  how
• 2:00
  do
• 2:00
  you
• 2:00
  kind
• 2:00
  of
• 2:00
  end
• 2:00
  that?
• 2:01
  What's
• 2:01
  your
• 2:02
  philosophy
• 2:02
  overall?
• 2:04
  So
• 2:04
  our
• 2:04
  brand
• 2:04
  is
• 2:05
  really
• 2:05
  centered
• 2:06
  on
• 2:06
  innovation
• 2:07
  and
• 2:07
  we're
• 2:07
  consumer
• 2:08
  led
• 2:09
  and
• 2:09
  so
• 2:09
  we
• 2:10
  do
• 2:10
  tend
• 2:10
  to
• 2:10
  meet
• 2:11
  the
• 2:11
  consumer
• 2:11
  where
• 2:12
  they
• 2:12
  are.
• 2:12
  So
• 2:13
  in
• 2:13
  the
• 2:13
  case
• 2:13
  of
• 2:13
  Roblox
• 2:14
  in
• 2:14
  2020,
• 2:15
  a
• 2:15
  tremendous
• 2:16
  amount
• 2:16
  of
• 2:16
  the
• 2:17
  youth
• 2:17
  audience
• 2:17
  were
• 2:18
  focused
• 2:18
  on
• 2:18
  spending
• 2:19
  time
• 2:19
  on
• 2:19
  gaming
• 2:20
  and
• 2:20
  so
• 2:21
  building
• 2:21
  a
• 2:21
  platform
• 2:22
  and
• 2:22
  building
• 2:22
  a
• 2:22
  community
• 2:23
  alongside
• 2:23
  the
• 2:24
  consumer
• 2:24
  On
• 2:24
  Roblox
• 2:25
  was
• 2:25
  really
• 2:25
  paramount,
• 2:26
  but
• 2:27
  I
• 2:27
  think
• 2:27
  you
• 2:27
  have
• 2:27
  to
• 2:28
  not
• 2:28
  be
• 2:28
  risk
• 2:28
  adverse.
• 2:29
  And
• 2:29
  we've
• 2:30
  built
• 2:30
  a
• 2:30
  lot
• 2:30
  of
• 2:30
  trust
• 2:31
  with
• 2:31
  our
• 2:31
  private
• 2:31
  equity
• 2:32
  teams
• 2:33
  and
• 2:33
  internal
• 2:34
  trust
• 2:34
  that
• 2:34
  we're
• 2:35
  in
• 2:35
  constant
• 2:35
  exploitation
• 2:36
  exploration
• 2:37
  all
• 2:37
  the
• 2:37
  time.
• 2:38
  And
• 2:38
  in
• 2:39
  exploring
• 2:39
  and
• 2:40
  staying
• 2:40
  on
• 2:40
  the
• 2:40
  pulse
• 2:41
  of
• 2:41
  culture,
• 2:42
  it's
• 2:42
  really
• 2:42
  important
• 2:43
  to
• 2:43
  keep
• 2:44
  moving
• 2:44
  forward
• 2:45
  and
• 2:46
  to
• 2:46
  allow
• 2:47
  teams
• 2:47
  to
• 2:47
  navigate
• 2:48
  these
• 2:48
  spaces.
• 2:49
  So
• 2:49
  how
• 2:50
  does
• 2:50
  that
• 2:50
  work?
• 2:50
  Kind
• 2:51
  of
• 2:51
  behind
• 2:51
  the
• 2:52
  scenes,
• 2:52
  like
• 2:52
  does
• 2:53
  somebody
• 2:53
  come
• 2:53
  up
• 2:53
  on
• 2:54
  the
• 2:54
  team
• 2:54
  and
• 2:54
  they
• 2:55
  say,
• 2:55
  okay,
• 2:56
  we
• 2:56
  have
• 2:56
  this
• 2:56
  opportunity
• 2:57
  to
• 2:57
  do
• 2:57
  something
• 2:59
  in
• 2:59
  the
• 3:00
  metaverse.
• 3:02
  I
• 3:02
  have
• 3:02
  to
• 3:02
  imagine
• 3:02
  there's
• 3:03
  a
• 3:03
  culture
• 3:03
  of
• 3:03
  innovation
• 3:04
  at
• 3:04
  Paxon
• 3:04
  where
• 3:04
  people
• 3:05
  are
• 3:05
  putting
• 3:05
  that
• 3:05
  into
• 3:05
  motion
• 3:06
  quickly.
• 3:06
  Is
• 3:06
  that
• 3:07
  the
• 3:07
  case?
• 3:08
  Yeah.
• 3:08
  Ideas
• 3:08
  can
• 3:08
  come
• 3:09
  from
• 3:09
  anywhere
• 3:09
  and
• 3:10
  anything.
• 3:11
  They
• 3:11
  usually
• 3:11
  come
• 3:12
  percolating
• 3:12
  from
• 3:13
  our
• 3:13
  audiences,
• 3:14
  our
• 3:14
  consumers.
• 3:15
  They
• 3:15
  come
• 3:15
  from
• 3:15
  our
• 3:16
  brand
• 3:16
  ambassadors,
• 3:17
  who
• 3:18
  are
• 3:18
  the
• 3:18
  folks
• 3:19
  on
• 3:19
  the
• 3:19
  front
• 3:19
  line
• 3:19
  in
• 3:20
  our
• 3:20
  stores.
• 3:21
  They
• 3:21
  come
• 3:21
  from
• 3:22
  so
• 3:22
  many
• 3:22
  different
• 3:23
  venues.
• 3:24
  And
• 3:24
  I
• 3:24
  think
• 3:25
  the
• 3:25
  most
• 3:25
  important
• 3:25
  thing
• 3:26
  is
• 3:26
  to
• 3:27
  have
• 3:27
  an
• 3:27
  open
• 3:28
  mind,
• 3:29
  to
• 3:29
  have
• 3:29
  a
• 3:29
  constant
• 3:30
  curiosity
• 3:31
  and
• 3:31
  to
• 3:31
  push
• 3:31
  forward
• 3:32
  on
• 3:32
  innovation
• 3:32
  on
• 3:33
  all
• 3:33
  fronts
• 3:34
  and
• 3:34
  allow
• 3:34
  for
• 3:34
  exploration.
• 3:35
  Which
• 3:35
  also
• 3:36
  means
• 3:36
  failing
• 3:37
  fast
• 3:38
  and
• 3:38
  learning
• 3:38
  quickly.
• 3:39
  And
• 3:39
  then
• 3:40
  also
• 3:40
  when
• 3:40
  you
• 3:41
  fail
• 3:41
  and
• 3:42
  something
• 3:42
  doesn't
• 3:42
  succeed,
• 3:43
  it
• 3:43
  doesn't
• 3:43
  mean
• 3:43
  that
• 3:44
  it
• 3:44
  necessarily
• 3:44
  is
• 3:45
  time
• 3:45
  to
• 3:45
  abandon
• 3:45
  the
• 3:46
  platform.
• 3:46
  Sometimes
• 3:47
  you
• 3:47
  have
• 3:47
  to
• 3:47
  retool.
• 3:48
  So
• 3:48
  Roblox,
• 3:49
  for
• 3:49
  example,
• 3:49
  the
• 3:50
  first
• 3:50
  time
• 3:50
  that
• 3:50
  we
• 3:50
  launched,
• 3:51
  it
• 3:51
  was
• 3:51
  not
• 3:51
  a
• 3:51
  successful
• 3:52
  Launch.
• 3:53
  We
• 3:53
  had
• 3:53
  10,000
• 3:54
  users.
• 3:55
  Then
• 3:55
  Flash
• 3:55
  forward,
• 3:56
  we
• 3:56
  took
• 3:56
  all
• 3:56
  of
• 3:56
  those
• 3:57
  learnings,
• 3:57
  we
• 3:57
  spent
• 3:57
  more
• 3:58
  time
• 3:58
  with
• 3:58
  the
• 3:58
  consumers,
• 3:59
  and
• 3:59
  we
• 3:59
  had
• 3:59
  an
• 3:59
  incredibly
• 4:00
  successful,
• 4:00
  successful
• 4:00
  launch.
• 4:01
  So
• 4:01
  it's
• 4:02
  about
• 4:02
  gathering
• 4:03
  information
• 4:04
  and
• 4:05
  reworking
• 4:06
  the
• 4:07
  plan
• 4:07
  or
• 4:07
  reworking
• 4:08
  the
• 4:09
  pilot
• 4:09
  with
• 4:09
  each
• 4:10
  of
• 4:10
  these
• 4:10
  things
• 4:10
  pretty
• 4:11
  quickly
• 4:11
  and
• 4:12
  then
• 4:12
  trying
• 4:13
  it
• 4:13
  again
• 4:13
  or
• 4:14
  moving
• 4:14
  on
• 4:14
  and
• 4:15
  trying
• 4:15
  something
• 4:15
  new.
• 4:15
  Yeah,
• 4:16
  and
• 4:16
  all
• 4:16
  of
• 4:16
  these
• 4:16
  platforms
• 4:17
  are
• 4:17
  constantly
• 4:18
  evolving.
• 4:18
  Like
• 4:19
  TikTok
• 4:19
  platform
• 4:20
  for
• 4:20
  shopping,
• 4:20
  for
• 4:21
  example.
• 4:21
  It's
• 4:22
  in
• 4:22
  constant
• 4:23
  evolution,
• 4:23
  it's
• 4:24
  in
• 4:24
  a
• 4:24
  constant
• 4:25
  state
• 4:25
  of
• 4:25
  flux
• 4:25
  and,
• 4:26
  and
• 4:26
  change.
• 4:26
  And
• 4:27
  so
• 4:27
  you
• 4:28
  can't
• 4:28
  stick
• 4:28
  with
• 4:28
  just
• 4:29
  one
• 4:29
  strategy.
• 4:29
  It's
• 4:30
  a
• 4:30
  constant
• 4:30
  push
• 4:30
  forward
• 4:31
  of
• 4:31
  exploration.
• 4:32
  Right?
• 4:32
  Yeah.
• 4:33
  Brian,
• 4:33
  you
• 4:33
  said
• 4:33
  something
• 4:34
  that
• 4:34
  stuck
• 4:34
  out
• 4:34
  to
• 4:35
  me.
• 4:35
  I
• 4:35
  think
• 4:36
  you
• 4:36
  said
• 4:36
  the
• 4:36
  phrase
• 4:36
  be
• 4:36
  curious.
• 4:37
  Right.
• 4:37
  And
• 4:38
  you
• 4:38
  know,
• 4:38
  I
• 4:38
  can
• 4:39
  think
• 4:39
  back
• 4:39
  to
• 4:40
  my
• 4:40
  career,
• 4:40
  particularly
• 4:41
  at
• 4:41
  Target.
• 4:41
  One
• 4:41
  of
• 4:41
  the
• 4:42
  things
• 4:42
  I
• 4:42
  saw
• 4:42
  that
• 4:43
  started
• 4:43
  to
• 4:43
  separate
• 4:44
  the
• 4:44
  leaders
• 4:44
  from
• 4:44
  those
• 4:44
  that
• 4:45
  really
• 4:45
  got
• 4:46
  where
• 4:46
  things
• 4:46
  are
• 4:46
  going
• 4:46
  from
• 4:47
  those
• 4:47
  that
• 4:47
  don't
• 4:47
  were
• 4:47
  the
• 4:48
  ones
• 4:48
  that
• 4:48
  were
• 4:48
  curious
• 4:49
  and
• 4:49
  stayed
• 4:50
  atop
• 4:50
  of
• 4:50
  the
• 4:50
  latest
• 4:51
  trends.
• 4:52
  What
• 4:52
  routines
• 4:52
  or
• 4:53
  practices
• 4:53
  do
• 4:54
  you
• 4:54
  employ
• 4:54
  as
• 4:55
  the
• 4:55
  CEO
• 4:56
  to
• 4:56
  stay
• 4:57
  on
• 4:57
  top
• 4:57
  and
• 4:57
  to
• 4:58
  continually
• 4:58
  be
• 4:58
  curious
• 4:59
  as
• 4:59
  things
• 4:59
  are
• 5:00
  changing,
• 5:00
  particularly
• 5:00
  with
• 5:01
  AI
• 5:01
  and
• 5:01
  everything
• 5:01
  else
• 5:02
  coming
• 5:02
  about.
• 5:02
  How
• 5:02
  do
• 5:03
  you
• 5:03
  do
• 5:03
  that?
• 5:04
  What
• 5:04
  advice
• 5:05
  do
• 5:05
  you
• 5:05
  have?
• 5:05
  First,
• 5:06
  I
• 5:06
  spend
• 5:06
  a
• 5:06
  lot
• 5:07
  of
• 5:07
  time
• 5:07
  in
• 5:07
  our
• 5:07
  stores
• 5:08
  And
• 5:09
  I
• 5:09
  spend
• 5:09
  a
• 5:09
  lot
• 5:10
  of
• 5:10
  time
• 5:10
  across
• 5:10
  all
• 5:10
  of
• 5:11
  our
• 5:11
  platforms.
• 5:12
  But
• 5:12
  more
• 5:12
  importantly,
• 5:13
  it's
• 5:14
  an
• 5:14
  internal
• 5:15
  team
• 5:16
  that
• 5:16
  has
• 5:16
  this
• 5:16
  incredible
• 5:17
  culture
• 5:18
  platform
• 5:19
  and
• 5:19
  they're
• 5:19
  on
• 5:20
  the
• 5:20
  pulse
• 5:20
  of
• 5:20
  what's
• 5:21
  next.
• 5:22
  And
• 5:22
  you
• 5:22
  know,
• 5:22
  we
• 5:23
  have
• 5:23
  listening
• 5:24
  sessions,
• 5:25
  we
• 5:25
  have
• 5:25
  quarterly
• 5:26
  think
• 5:26
  tanks
• 5:27
  where
• 5:27
  people
• 5:27
  from
• 5:27
  all
• 5:28
  different
• 5:28
  areas
• 5:28
  of
• 5:28
  the
• 5:28
  organization
• 5:29
  come
• 5:30
  in
• 5:30
  and
• 5:30
  share
• 5:30
  their
• 5:31
  most
• 5:31
  innovative
• 5:31
  ideas,
• 5:32
  what
• 5:32
  they're
• 5:32
  thinking
• 5:33
  about
• 5:33
  that
• 5:33
  really
• 5:34
  can
• 5:34
  reach
• 5:34
  cross
• 5:34
  section.
• 5:35
  And
• 5:36
  those
• 5:36
  are
• 5:36
  the
• 5:36
  moments
• 5:37
  and
• 5:37
  the
• 5:37
  ways
• 5:37
  that
• 5:37
  we
• 5:38
  stay
• 5:38
  interconnected.
• 5:39
  Do
• 5:39
  you
• 5:40
  have
• 5:41
  some
• 5:41
  kind
• 5:42
  of
• 5:42
  like
• 5:42
  process
• 5:43
  or
• 5:43
  anything
• 5:43
  that
• 5:43
  you
• 5:44
  do
• 5:44
  to
• 5:44
  get,
• 5:45
  gather
• 5:45
  all
• 5:45
  that
• 5:46
  information?
• 5:46
  I
• 5:46
  mean,
• 5:46
  I'm
• 5:47
  just
• 5:47
  thinking
• 5:47
  about
• 5:47
  like.
• 5:48
  Like,
• 5:48
  like
• 5:48
  what
• 5:49
  apps
• 5:49
  you
• 5:49
  have
• 5:49
  on
• 5:49
  your
• 5:49
  phone.
• 5:50
  Yeah.
• 5:51
  Are
• 5:51
  you
• 5:51
  scrolling?
• 5:52
  We're
• 5:53
  taking
• 5:53
  notes.
• 5:53
  Hear
• 5:53
  new
• 5:54
  things,
• 5:54
  like,
• 5:54
  oh,
• 5:54
  you
• 5:54
  know,
• 5:55
  in
• 5:55
  those
• 5:55
  think
• 5:55
  tank
• 5:55
  sessions,
• 5:56
  like,
• 5:56
  how
• 5:56
  do
• 5:56
  you,
• 5:56
  how
• 5:56
  do
• 5:57
  you
• 5:57
  incorporate
• 5:57
  that
• 5:57
  to
• 5:58
  understand
• 5:58
  it,
• 5:58
  you
• 5:58
  know,
• 5:59
  throughout
• 5:59
  the
• 5:59
  course
• 5:59
  of
• 5:59
  your
• 5:59
  daily
• 6:00
  life
• 6:00
  too?
• 6:00
  I'm
• 6:00
  curious.
• 6:01
  Yeah.
• 6:01
  So
• 6:02
  I
• 6:02
  think
• 6:02
  during
• 6:02
  the
• 6:02
  pandemic
• 6:03
  was
• 6:03
  a
• 6:03
  real
• 6:04
  opportunity
• 6:04
  for
• 6:05
  a
• 6:05
  reset.
• 6:05
  And
• 6:06
  that
• 6:06
  is
• 6:06
  when
• 6:06
  we
• 6:07
  launched
• 6:07
  on
• 6:08
  TikTok
• 6:08
  in
• 6:09
  2019,
• 6:09
  for
• 6:10
  example,
• 6:10
  and
• 6:11
  there
• 6:11
  was
• 6:12
  an
• 6:12
  opportunity
• 6:13
  to
• 6:13
  spend
• 6:13
  more
• 6:13
  time
• 6:14
  on
• 6:14
  these
• 6:14
  platforms,
• 6:14
  platforms
• 6:15
  to
• 6:15
  understand
• 6:15
  the
• 6:16
  algorithms.
• 6:16
  And
• 6:17
  I
• 6:17
  think
• 6:17
  it's
• 6:17
  really
• 6:17
  difficult
• 6:18
  to
• 6:18
  manage
• 6:19
  or
• 6:19
  guide
• 6:19
  or
• 6:20
  lead
• 6:20
  a
• 6:20
  team
• 6:20
  if
• 6:21
  you
• 6:21
  are
• 6:21
  not
• 6:21
  involved
• 6:22
  on
• 6:22
  the
• 6:22
  platforms,
• 6:23
  if
• 6:23
  you're
• 6:23
  not
• 6:24
  spending
• 6:24
  time
• 6:24
  in
• 6:24
  the
• 6:25
  spaces.
• 6:25
  And
• 6:25
  so
• 6:26
  our
• 6:26
  consumer
• 6:27
  is
• 6:27
  succeeding.
• 6:28
  Absolutely.
• 6:29
  To
• 6:29
  build
• 6:29
  community,
• 6:29
  to
• 6:30
  be
• 6:30
  present
• 6:30
  in
• 6:30
  those
• 6:31
  communities,
• 6:31
  be
• 6:31
  watching
• 6:32
  how
• 6:32
  they
• 6:32
  evolve.
• 6:33
  Whether
• 6:33
  you're
• 6:34
  looking
• 6:34
  at
• 6:34
  information
• 6:35
  that's
• 6:35
  happening
• 6:35
  on
• 6:35
  Discord
• 6:36
  or
• 6:36
  Reddit
• 6:37
  or
• 6:37
  substack
• 6:38
  and
• 6:38
  where
• 6:39
  people
• 6:39
  are
• 6:39
  sharing
• 6:39
  information,
• 6:41
  the
• 6:41
  great
• 6:41
  news
• 6:42
  about
• 6:42
  this
• 6:42
  generation
• 6:43
  is
• 6:43
  they
• 6:44
  are
• 6:44
  very
• 6:44
  open
• 6:45
  to
• 6:45
  sharing.
• 6:46
  And
• 6:46
  so
• 6:46
  I
• 6:47
  look
• 6:47
  at
• 6:47
  it
• 6:47
  as
• 6:47
  a
• 6:48
  conduit
• 6:48
  and
• 6:49
  a
• 6:49
  real
• 6:49
  way
• 6:49
  to
• 6:50
  stay
• 6:50
  hyper
• 6:51
  involved.
• 6:51
  Yeah.
• 6:52
  And
• 6:52
  you
• 6:52
  can
• 6:52
  do
• 6:53
  so
• 6:53
  just
• 6:53
  from,
• 6:53
  you
• 6:54
  know,
• 6:54
  your
• 6:55
  phone.
• 6:56
  That's
• 6:56
  great.
• 6:56
  Yeah.
• 6:57
  The
• 6:57
  avenues
• 6:58
  for
• 6:58
  listening
• 6:58
  to
• 6:58
  your
• 6:58
  consumer
• 6:59
  are
• 6:59
  greater
• 6:59
  than
• 6:59
  they've
• 7:00
  ever
• 7:00
  been.
• 7:00
  I
• 7:00
  mean,
• 7:00
  you
• 7:00
  put
• 7:00
  it
• 7:00
  in
• 7:01
  that
• 7:01
  context.
• 7:02
  All
• 7:02
  right,
• 7:02
  so
• 7:02
  I'm
• 7:02
  curious.
• 7:02
  We
• 7:03
  were
• 7:03
  talking
• 7:03
  about
• 7:03
  this
• 7:03
  a
• 7:03
  little
• 7:03
  bit
• 7:04
  before
• 7:04
  we
• 7:04
  got
• 7:04
  started
• 7:05
  at
• 7:05
  wr.
• 7:06
  You're
• 7:06
  at
• 7:07
  wrc?
• 7:07
  Have
• 7:07
  you
• 7:07
  been
• 7:07
  here
• 7:07
  before?
• 7:08
  This
• 7:08
  is
• 7:08
  my
• 7:08
  first
• 7:08
  time.
• 7:09
  First
• 7:09
  time.
• 7:09
  Okay.
• 7:10
  What
• 7:10
  are
• 7:10
  your
• 7:10
  takeaways
• 7:11
  so
• 7:11
  far?
• 7:11
  What's
• 7:11
  your
• 7:11
  impression
• 7:12
  of
• 7:12
  the
• 7:12
  conference?
• 7:13
  I
• 7:13
  think
• 7:13
  it's
• 7:13
  been
• 7:14
  fantastic.
• 7:14
  It's
• 7:15
  a
• 7:15
  smaller
• 7:15
  group,
• 7:15
  so
• 7:16
  about
• 7:16
  900,
• 7:17
  1,000
• 7:17
  people.
• 7:18
  A
• 7:19
  lot
• 7:19
  of
• 7:19
  really
• 7:19
  phenomenal
• 7:20
  leaders.
• 7:21
  There's
• 7:21
  an
• 7:21
  incredible
• 7:23
  openness
• 7:23
  here
• 7:24
  and
• 7:24
  the
• 7:24
  dialogue
• 7:25
  and
• 7:25
  the
• 7:25
  conversations
• 7:26
  that
• 7:26
  are
• 7:26
  happening
• 7:26
  both
• 7:27
  on
• 7:27
  stage
• 7:28
  in
• 7:28
  the
• 7:28
  breakout
• 7:29
  sessions
• 7:30
  over
• 7:30
  the
• 7:31
  group
• 7:31
  meetings
• 7:32
  has
• 7:32
  been
• 7:33
  really
• 7:33
  informative,
• 7:34
  very
• 7:34
  insightful,
• 7:34
  and
• 7:35
  I
• 7:35
  think
• 7:35
  in
• 7:35
  such
• 7:36
  unpredictable
• 7:37
  times
• 7:37
  in
• 7:37
  retail,
• 7:38
  it's
• 7:38
  really
• 7:39
  nice
• 7:39
  to
• 7:39
  have
• 7:39
  forums
• 7:40
  such
• 7:40
  as
• 7:40
  these.
• 7:40
  Oh,
• 7:40
  my
• 7:40
  gosh.
• 7:41
  I'm
• 7:41
  sure.
• 7:41
  Yeah,
• 7:41
  we've
• 7:42
  heard
• 7:42
  that
• 7:42
  from
• 7:42
  a
• 7:42
  lot
• 7:42
  of
• 7:42
  people
• 7:43
  that,
• 7:43
  you
• 7:43
  know,
• 7:44
  it
• 7:44
  can
• 7:44
  be
• 7:44
  lonely
• 7:45
  at
• 7:45
  the
• 7:45
  top
• 7:45
  sometimes
• 7:46
  and
• 7:46
  to
• 7:46
  be
• 7:46
  able
• 7:46
  to
• 7:47
  be
• 7:47
  vulnerable
• 7:47
  with
• 7:48
  your
• 7:48
  peers
• 7:48
  in
• 7:48
  this
• 7:49
  community
• 7:49
  and
• 7:50
  get
• 7:50
  so
• 7:50
  much
• 7:50
  information
• 7:51
  from
• 7:51
  them.
• 7:51
  And
• 7:51
  I'm
• 7:52
  sure
• 7:52
  people
• 7:52
  are
• 7:52
  learning
• 7:53
  so
• 7:53
  much
• 7:53
  from
• 7:54
  you
• 7:54
  as
• 7:54
  well,
• 7:54
  Brianne,
• 7:55
  because
• 7:55
  like
• 7:55
  I
• 7:55
  said,
• 7:56
  you're
• 7:56
  the
• 7:56
  trailblazer
• 7:57
  in
• 7:57
  this
• 7:57
  industry.
• 7:59
  And
• 7:59
  so
• 7:59
  I'm
• 7:59
  sure
• 8:00
  teaching
• 8:00
  them
• 8:00
  to
• 8:01
  fail
• 8:01
  fast
• 8:01
  and
• 8:01
  all
• 8:01
  those
• 8:01
  things
• 8:02
  is
• 8:02
  really,
• 8:02
  really
• 8:03
  helpful.
• 8:05
  What
• 8:05
  can
• 8:05
  we
• 8:05
  expect
• 8:06
  from
• 8:06
  PacSun
• 8:07
  in
• 8:07
  2025
• 8:08
  for
• 8:09
  holiday?
• 8:09
  Anything
• 8:10
  exciting
• 8:10
  that
• 8:10
  you're
• 8:10
  excited
• 8:11
  about
• 8:11
  for
• 8:11
  the
• 8:11
  rest
• 8:11
  of
• 8:11
  the
• 8:11
  year?
• 8:12
  Yeah,
• 8:12
  so
• 8:13
  a
• 8:13
  few
• 8:13
  things.
• 8:13
  I'm
• 8:14
  really
• 8:14
  looking
• 8:14
  forward
• 8:15
  to
• 8:15
  the
• 8:15
  continued
• 8:16
  evolution
• 8:16
  of
• 8:16
  social
• 8:17
  commerce.
• 8:17
  Okay.
• 8:18
  We
• 8:18
  continue
• 8:18
  to
• 8:19
  ramp
• 8:19
  up
• 8:19
  social
• 8:20
  commerce
• 8:20
  across
• 8:21
  a
• 8:21
  multitude
• 8:22
  of
• 8:22
  platforms,
• 8:23
  and
• 8:23
  the
• 8:24
  creator
• 8:24
  economy
• 8:25
  is
• 8:25
  something
• 8:25
  I'm
• 8:26
  really
• 8:26
  passionate
• 8:26
  about.
• 8:27
  It
• 8:27
  really,
• 8:28
  it
• 8:28
  gives
• 8:28
  so
• 8:28
  much
• 8:29
  more
• 8:29
  access
• 8:30
  and
• 8:30
  it
• 8:30
  is
• 8:30
  a
• 8:31
  more
• 8:31
  democratized
• 8:33
  way
• 8:33
  of
• 8:34
  doing
• 8:34
  business.
• 8:34
  And
• 8:35
  so
• 8:35
  that
• 8:35
  open
• 8:36
  platform
• 8:37
  I'm
• 8:37
  a
• 8:37
  huge
• 8:37
  advocate
• 8:38
  of
• 8:38
  and
• 8:38
  we
• 8:38
  are
• 8:39
  really
• 8:39
  seeing
• 8:39
  that
• 8:39
  grow
• 8:40
  and
• 8:40
  take
• 8:40
  off.
• 8:41
  In
• 8:41
  addition
• 8:41
  to
• 8:42
  that,
• 8:42
  we
• 8:42
  are
• 8:42
  expanding
• 8:43
  globally.
• 8:44
  So
• 8:44
  we'll
• 8:44
  be
• 8:44
  expanding
• 8:45
  in
• 8:45
  the
• 8:45
  Middle
• 8:45
  east
• 8:46
  later
• 8:46
  this
• 8:46
  year,
• 8:47
  and
• 8:47
  we're
• 8:48
  looking
• 8:48
  at
• 8:48
  other
• 8:49
  areas
• 8:49
  of
• 8:50
  the
• 8:50
  globe
• 8:50
  to
• 8:50
  expand.
• 8:51
  So
• 8:51
  that
• 8:52
  is
• 8:52
  very
• 8:52
  exciting
• 8:52
  for
• 8:53
  the
• 8:53
  brand.
• 8:53
  And
• 8:53
  then,
• 8:54
  you
• 8:54
  know,
• 8:54
  back
• 8:54
  in
• 8:54
  the
• 8:54
  US
• 8:55
  at
• 8:55
  home,
• 8:56
  we're
• 8:56
  also
• 8:56
  looking
• 8:56
  at
• 8:57
  expansion.
• 8:57
  We
• 8:58
  have
• 8:58
  seen
• 8:58
  a
• 8:58
  huge
• 8:58
  resurgence
• 8:59
  and
• 8:59
  return
• 9:00
  to
• 9:00
  malls.
• 9:00
  Oh,
• 9:01
  my
• 9:01
  gosh.
• 9:01
  Yes.
• 9:01
  And
• 9:02
  so
• 9:02
  that's
• 9:03
  really
• 9:03
  important
• 9:04
  for
• 9:04
  the
• 9:04
  youth
• 9:04
  audiences
• 9:05
  and
• 9:05
  so
• 9:05
  continuing
• 9:06
  to
• 9:06
  build
• 9:06
  community
• 9:07
  in
• 9:07
  those
• 9:08
  cultural
• 9:08
  hubs
• 9:09
  of
• 9:09
  the
• 9:09
  malls
• 9:09
  and
• 9:09
  creating
• 9:10
  experiences
• 9:11
  that
• 9:11
  are
• 9:11
  very
• 9:11
  special
• 9:12
  for
• 9:12
  the
• 9:12
  consumer.
• 9:13
  Yeah.
• 9:13
  When
• 9:14
  you
• 9:14
  talk
• 9:14
  about
• 9:14
  social
• 9:15
  commerce,
• 9:16
  what
• 9:16
  kind
• 9:16
  of
• 9:16
  platforms
• 9:17
  are
• 9:17
  you
• 9:17
  looking
• 9:17
  at?
• 9:18
  And
• 9:18
  even
• 9:18
  the
• 9:20
  creator
• 9:21
  commerce,
• 9:21
  like,
• 9:22
  what.
• 9:22
  What
• 9:22
  do
• 9:22
  you
• 9:22
  think
• 9:23
  is
• 9:23
  really
• 9:23
  going
• 9:23
  to
• 9:24
  kind
• 9:24
  of
• 9:24
  funnel
• 9:25
  to
• 9:25
  the
• 9:25
  top
• 9:26
  of
• 9:26
  your
• 9:27
  priority
• 9:27
  list
• 9:27
  when
• 9:28
  you
• 9:28
  think
• 9:28
  about
• 9:28
  that?
• 9:29
  So
• 9:29
  TikTok
• 9:30
  continues
• 9:30
  to
• 9:30
  be
• 9:31
  the
• 9:31
  most
• 9:31
  dominant
• 9:32
  platform
• 9:33
  in
• 9:34
  social
• 9:34
  commerce
• 9:35
  and
• 9:35
  the
• 9:35
  open
• 9:35
  creator
• 9:36
  platform
• 9:36
  right
• 9:37
  now
• 9:37
  in
• 9:37
  terms
• 9:37
  of
• 9:38
  volume
• 9:38
  and
• 9:38
  revenue.
• 9:39
  YouTube
• 9:40
  Shopping
• 9:40
  is
• 9:40
  also
• 9:41
  percolating.
• 9:42
  Something
• 9:42
  of
• 9:42
  strong
• 9:43
  interest
• 9:43
  for
• 9:43
  this
• 9:44
  segment.
• 9:45
  And
• 9:45
  then
• 9:45
  there's
• 9:45
  newer
• 9:46
  platforms
• 9:46
  that
• 9:46
  are
• 9:46
  emerging
• 9:47
  that
• 9:47
  we
• 9:48
  have
• 9:48
  joined
• 9:49
  and
• 9:49
  that
• 9:49
  we
• 9:49
  will
• 9:49
  see
• 9:50
  and
• 9:50
  continue
• 9:50
  to
• 9:51
  watch,
• 9:51
  to
• 9:51
  see
• 9:51
  how
• 9:52
  that
• 9:52
  progress
• 9:52
  in
• 9:52
  the
• 9:53
  audience
• 9:53
  is.
• 9:53
  Yeah.
• 9:54
  Are
• 9:54
  you
• 9:54
  guys
• 9:54
  getting
• 9:54
  into
• 9:54
  Substack
• 9:55
  at
• 9:55
  all?
• 9:56
  I
• 9:56
  know
• 9:56
  you
• 9:56
  mentioned
• 9:57
  that
• 9:57
  earlier.
• 9:57
  Is
• 9:57
  that
• 9:57
  something
• 9:58
  that
• 9:58
  you
• 9:58
  as
• 9:58
  a
• 9:59
  brand
• 9:59
  are
• 9:59
  getting
• 9:59
  into?
• 10:00
  That
• 10:00
  is
• 10:00
  something
• 10:00
  that
• 10:01
  the
• 10:01
  team
• 10:01
  is
• 10:01
  looking
• 10:01
  into.
• 10:02
  So
• 10:02
  we
• 10:02
  will
• 10:02
  be
• 10:03
  publishing
• 10:04
  on
• 10:04
  Substack.
• 10:04
  Yeah.
• 10:05
  It's
• 10:05
  so
• 10:05
  interesting
• 10:06
  to
• 10:06
  me.
• 10:06
  Well,
• 10:06
  Brianne,
• 10:07
  thank
• 10:07
  you
• 10:08
  so
• 10:08
  much.
• 10:08
  This
• 10:09
  has
• 10:09
  been
• 10:09
  awesome.
• 10:09
  Yeah.
• 10:10
  Yeah.
• 10:10
  I
• 10:10
  was
• 10:10
  gonna
• 10:10
  say,
• 10:10
  too.
• 10:10
  I
• 10:10
  imagine
• 10:11
  the
• 10:11
  new
• 10:11
  store
• 10:11
  plans
• 10:12
  are
• 10:12
  probably
• 10:12
  top
• 10:12
  of
• 10:13
  mind
• 10:13
  for
• 10:13
  you,
• 10:13
  too,
• 10:13
  like
• 10:14
  making
• 10:14
  sure
• 10:14
  that
• 10:14
  those
• 10:14
  stores
• 10:15
  get
• 10:15
  opened
• 10:16
  in
• 10:16
  the
• 10:16
  right
• 10:16
  way
• 10:16
  over
• 10:16
  the
• 10:17
  course
• 10:17
  of.
• 10:17
  You
• 10:17
  said
• 10:17
  three
• 10:18
  years.
• 10:18
  The
• 10:18
  store
• 10:18
  growth
• 10:18
  plans
• 10:19
  are
• 10:19
  in
• 10:19
  play
• 10:19
  for
• 10:20
  75
• 10:20
  over
• 10:20
  three
• 10:20
  years.
• 10:21
  Yeah.
• 10:21
  We
• 10:21
  have
• 10:21
  a
• 10:21
  fantastic
• 10:22
  team
• 10:22
  in
• 10:22
  place,
• 10:23
  and
• 10:23
  they're
• 10:23
  ensuring
• 10:23
  that
• 10:24
  that
• 10:24
  happens
• 10:24
  at
• 10:24
  the
• 10:24
  right
• 10:24
  clip.
• 10:25
  You
• 10:25
  get
• 10:25
  that
• 10:25
  nailed.
• 10:26
  You
• 10:26
  got
• 10:26
  some
• 10:26
  good
• 10:26
  growth,
• 10:27
  good
• 10:28
  comp.
• 10:28
  Store
• 10:28
  growth
• 10:28
  coming
• 10:29
  your
• 10:29
  way.
• 10:29
  So.
• 10:30
  All
• 10:30
  right.
• 10:30
  Yeah.
• 10:30
  So.
• 10:30
  And
• 10:31
  that's
• 10:32
  it.
• 10:32
  Thanks
• 10:32
  so
• 10:32
  much
• 10:32
  to
• 10:33
  Fusion
• 10:33
  Group
• 10:33
  again
• 10:33
  for
• 10:34
  helping
• 10:34
  make
• 10:34
  all
• 10:34
  of
• 10:34
  our
• 10:35
  coverage
• 10:35
  possible.
• 10:35
  And
• 10:35
  stay
• 10:36
  tuned
• 10:36
  today
• 10:36
  for
• 10:37
  more
• 10:37
  interviews.
• 10:38
  Thank
• 10:38
  you.
• 10:38
  And
• 10:38
  be
• 10:39
  careful
• 10:39
  out
• 10:39
  there.