Latest / Omni Talk Retail / PacSun's Youth Advisory Council | Fast Five Shorts

Transcript

PacSun's Youth Advisory Council | Fast Five Shorts · Omni Talk Retail

• 0:00
  Pacsun
• 0:01
  announced
• 0:02
  this
• 0:02
  past
• 0:02
  week
• 0:03
  that
• 0:03
  it
• 0:03
  has
• 0:03
  formed
• 0:04
  an
• 0:04
  industry
• 0:05
  first
• 0:05
  Youth
• 0:06
  Advisory
• 0:07
  Council.
• 0:07
  According
• 0:08
  to
• 0:08
  a
• 0:08
  pacsun
• 0:09
  press
• 0:09
  release,
• 0:09
  unlike
• 0:10
  traditional
• 0:10
  ambassador
• 0:11
  programs,
• 0:12
  the
• 0:12
  pacsun
• 0:13
  Youth
• 0:13
  Advisory
• 0:14
  Council,
• 0:14
  the
• 0:14
  YAC
• 0:15
  as
• 0:15
  I'm
• 0:15
  calling
• 0:16
  it,
• 0:16
  selected
• 0:17
  members.
• 0:18
  Wait.
• 0:18
  The
• 0:18
  Youth
• 0:19
  Advisory
• 0:19
  Council,
• 0:19
  I'm
• 0:20
  sorry.
• 0:20
  Grants
• 0:20
  selected
• 0:21
  members
• 0:21
  direct
• 0:22
  access
• 0:22
  to
• 0:22
  PacSun's
• 0:23
  strategic
• 0:24
  decision
• 0:24
  making
• 0:24
  processes
• 0:26
  and
• 0:26
  a
• 0:26
  spot
• 0:26
  at
• 0:26
  the
• 0:27
  leadership
• 0:27
  table.
• 0:28
  The
• 0:28
  council
• 0:28
  is
• 0:28
  intentionally
• 0:29
  structured
• 0:30
  with
• 0:30
  young
• 0:30
  people
• 0:30
  who
• 0:31
  regularly
• 0:31
  meet
• 0:31
  with
• 0:31
  Pakistan
• 0:32
  executives
• 0:33
  to
• 0:33
  share
• 0:33
  their
• 0:33
  perspectives
• 0:34
  on
• 0:34
  the
• 0:34
  same
• 0:34
  topics
• 0:35
  reviewed
• 0:35
  at
• 0:35
  leadership
• 0:36
  meetings,
• 0:36
  while
• 0:37
  also
• 0:37
  contributing
• 0:38
  new
• 0:38
  ideas
• 0:38
  that
• 0:39
  reflect
• 0:39
  the
• 0:39
  values
• 0:40
  and
• 0:40
  priorities
• 0:40
  of
• 0:41
  their
• 0:41
  generation.
• 0:42
  Ann?
• 0:43
  Yes.
• 0:43
  I'm
• 0:44
  gonna
• 0:44
  put
• 0:44
  it
• 0:44
  bluntly.
• 0:45
  Are
• 0:45
  you
• 0:45
  buying
• 0:46
  or
• 0:46
  selling
• 0:46
  the
• 0:46
  industry's
• 0:47
  first
• 0:47
  youth
• 0:48
  advisory
• 0:48
  council?
• 0:49
  I'm
• 0:50
  100%
• 0:50
  buying.
• 0:51
  I
• 0:51
  figured
• 0:51
  you
• 0:51
  would.
• 0:52
  I
• 0:52
  think
• 0:52
  this
• 0:52
  is
• 0:52
  a
• 0:53
  really
• 0:53
  smart
• 0:54
  move
• 0:54
  for
• 0:55
  a
• 0:55
  few
• 0:55
  reasons.
• 0:55
  One
• 0:57
  bcg,
• 0:58
  we've
• 0:58
  worked
• 0:58
  with
• 0:58
  them,
• 0:59
  Burns
• 0:59
  Communication
• 0:59
  Group.
• 1:00
  They
• 1:00
  put
• 1:00
  this
• 1:00
  event
• 1:00
  on
• 1:01
  at
• 1:02
  most
• 1:02
  conferences
• 1:02
  that
• 1:03
  you're
• 1:03
  going
• 1:03
  to
• 1:03
  called
• 1:03
  the
• 1:04
  Z
• 1:04
  Suite.
• 1:04
  It's
• 1:05
  where
• 1:05
  they
• 1:05
  take
• 1:05
  a
• 1:05
  panel
• 1:06
  of
• 1:06
  gen
• 1:06
  zers
• 1:07
  and
• 1:07
  they
• 1:07
  put
• 1:08
  them
• 1:08
  up
• 1:08
  in
• 1:08
  front
• 1:08
  of
• 1:08
  retailers
• 1:09
  and
• 1:09
  just
• 1:10
  open
• 1:10
  it
• 1:10
  up
• 1:10
  to
• 1:10
  questions.
• 1:11
  How
• 1:11
  are
• 1:11
  you
• 1:11
  shopping?
• 1:12
  What
• 1:13
  means
• 1:14
  are
• 1:14
  you
• 1:14
  looking
• 1:15
  to
• 1:15
  help?
• 1:16
  Just
• 1:16
  with
• 1:16
  product
• 1:17
  discovery.
• 1:17
  Where
• 1:18
  are
• 1:18
  you
• 1:18
  going?
• 1:18
  Any
• 1:18
  question
• 1:19
  that
• 1:19
  you
• 1:19
  want.
• 1:20
  And
• 1:20
  those
• 1:20
  rooms
• 1:20
  are
• 1:20
  packed
• 1:21
  every
• 1:21
  single
• 1:21
  time.
• 1:22
  Because
• 1:22
  every
• 1:22
  retailer
• 1:23
  and
• 1:23
  every
• 1:24
  solutions
• 1:26
  provider,
• 1:26
  Google's
• 1:27
  looking
• 1:27
  for
• 1:27
  this
• 1:27
  type
• 1:28
  of
• 1:28
  insight
• 1:28
  to
• 1:28
  really
• 1:29
  understand
• 1:30
  what
• 1:30
  this
• 1:30
  next
• 1:30
  generation
• 1:31
  is
• 1:31
  looking
• 1:31
  for.
• 1:32
  Second
• 1:33
  point,
• 1:34
  we've
• 1:34
  also
• 1:34
  started
• 1:35
  to
• 1:35
  see
• 1:35
  this
• 1:35
  trend
• 1:36
  in
• 1:36
  the
• 1:36
  fashion
• 1:37
  industry
• 1:37
  where
• 1:38
  publications,
• 1:39
  fashion
• 1:39
  publications
• 1:40
  are
• 1:40
  hiring
• 1:41
  influencers
• 1:42
  now
• 1:42
  as
• 1:42
  editors.
• 1:43
  And
• 1:43
  the
• 1:43
  reason
• 1:43
  that
• 1:44
  they're
• 1:44
  doing
• 1:44
  that
• 1:44
  is
• 1:45
  because
• 1:45
  they
• 1:45
  one
• 1:46
  have
• 1:46
  the
• 1:46
  insight
• 1:47
  of
• 1:47
  what
• 1:47
  they
• 1:47
  know
• 1:47
  their
• 1:48
  loyal,
• 1:48
  engaged
• 1:49
  followers
• 1:50
  are
• 1:50
  paying
• 1:50
  attention
• 1:50
  to.
• 1:51
  But
• 1:51
  then
• 1:51
  the
• 1:52
  other
• 1:52
  side
• 1:52
  of
• 1:52
  that
• 1:53
  is
• 1:53
  that
• 1:53
  they
• 1:53
  also
• 1:54
  can
• 1:54
  put
• 1:54
  out
• 1:54
  that
• 1:55
  content,
• 1:55
  that
• 1:55
  editorial
• 1:56
  from
• 1:57
  that
• 1:57
  publication
• 1:58
  to
• 1:58
  their
• 1:58
  engaged
• 1:59
  followers
• 1:59
  and
• 1:59
  that
• 2:00
  cycle
• 2:00
  continues.
• 2:01
  And
• 2:01
  that's
• 2:01
  no
• 2:02
  different
• 2:02
  than
• 2:02
  what
• 2:03
  pacsun
• 2:03
  is
• 2:03
  doing
• 2:04
  here
• 2:04
  with
• 2:04
  this
• 2:04
  advisory
• 2:05
  council
• 2:06
  because
• 2:06
  they're
• 2:06
  taking
• 2:07
  well
• 2:07
  known
• 2:08
  influencers
• 2:09
  who
• 2:09
  are,
• 2:09
  you
• 2:09
  know,
• 2:10
  who
• 2:10
  have
• 2:10
  a
• 2:11
  devoted
• 2:12
  following.
• 2:12
  They're
• 2:13
  getting
• 2:13
  insights
• 2:13
  into
• 2:14
  how
• 2:14
  to
• 2:14
  develop
• 2:14
  that
• 2:15
  right
• 2:15
  product
• 2:15
  for
• 2:16
  the
• 2:16
  rest
• 2:16
  of
• 2:17
  their
• 2:17
  demographic.
• 2:18
  And,
• 2:18
  and
• 2:18
  then
• 2:19
  they're
• 2:19
  also
• 2:19
  putting
• 2:20
  that
• 2:20
  content
• 2:20
  out
• 2:21
  and
• 2:21
  I
• 2:21
  think
• 2:21
  and
• 2:22
  they're
• 2:22
  putting
• 2:22
  that
• 2:22
  product
• 2:23
  out
• 2:23
  in
• 2:23
  front
• 2:23
  of
• 2:23
  their
• 2:24
  followers.
• 2:24
  So
• 2:24
  to
• 2:25
  me
• 2:25
  this
• 2:25
  is
• 2:25
  a
• 2:25
  brilliant,
• 2:26
  brilliant
• 2:27
  move
• 2:27
  and
• 2:27
  they're
• 2:27
  giving
• 2:28
  some
• 2:28
  great
• 2:28
  mentorship
• 2:28
  opportunities.
• 2:29
  Like
• 2:30
  side
• 2:30
  note,
• 2:30
  that's
• 2:31
  great.
• 2:31
  How
• 2:32
  wonderful
• 2:32
  would
• 2:32
  it
• 2:32
  be
• 2:32
  to
• 2:33
  be,
• 2:33
  you
• 2:33
  know,
• 2:33
  a
• 2:34
  young
• 2:35
  18
• 2:36
  year
• 2:36
  old,
• 2:36
  20
• 2:37
  something
• 2:37
  and
• 2:38
  you
• 2:38
  get
• 2:38
  to
• 2:38
  be
• 2:38
  part
• 2:38
  of
• 2:39
  this
• 2:39
  council?
• 2:39
  Yeah,
• 2:40
  yeah,
• 2:40
  no,
• 2:41
  yeah,
• 2:42
  okay.
• 2:43
  I,
• 2:44
  I
• 2:44
  disagree
• 2:45
  with
• 2:45
  you
• 2:45
  on
• 2:45
  the
• 2:45
  first
• 2:45
  part.
• 2:45
  Agree
• 2:46
  with
• 2:46
  you
• 2:46
  on
• 2:46
  the
• 2:46
  second
• 2:46
  Part,
• 2:47
  I
• 2:47
  think
• 2:47
  the
• 2:48
  first
• 2:48
  part,
• 2:48
  I
• 2:49
  think
• 2:49
  that's
• 2:50
  fine.
• 2:50
  I
• 2:50
  mean,
• 2:50
  yeah,
• 2:51
  I've
• 2:51
  been
• 2:51
  at
• 2:51
  those,
• 2:51
  I've
• 2:52
  been
• 2:52
  at
• 2:52
  those
• 2:52
  events,
• 2:52
  I've
• 2:52
  been
• 2:53
  in
• 2:53
  those
• 2:53
  rooms.
• 2:53
  Like
• 2:54
  lots
• 2:54
  of
• 2:55
  companies
• 2:55
  are
• 2:55
  doing
• 2:55
  that.
• 2:55
  I
• 2:56
  don't
• 2:56
  think
• 2:56
  that's
• 2:56
  competitively
• 2:57
  differentiated.
• 2:58
  I
• 2:58
  think
• 2:58
  it's
• 2:58
  easy
• 2:58
  to
• 2:59
  do
• 2:59
  too.
• 2:59
  And
• 2:59
  I've
• 3:00
  been
• 3:00
  at
• 3:00
  things
• 3:00
  where
• 3:00
  they've
• 3:00
  said
• 3:01
  they're
• 3:01
  gonna
• 3:01
  do
• 3:01
  that
• 3:01
  and
• 3:01
  then
• 3:02
  the
• 3:02
  executives
• 3:02
  just
• 3:02
  pencil
• 3:03
  whip
• 3:03
  it
• 3:03
  and
• 3:03
  meet
• 3:03
  with
• 3:04
  the
• 3:04
  executives,
• 3:04
  meet
• 3:05
  with
• 3:05
  these
• 3:05
  people
• 3:05
  for
• 3:05
  30
• 3:05
  minutes
• 3:06
  and
• 3:06
  they
• 3:06
  go
• 3:06
  about
• 3:06
  their
• 3:06
  day
• 3:07
  and
• 3:07
  don't
• 3:07
  really
• 3:07
  take
• 3:08
  anything
• 3:08
  back.
• 3:08
  It
• 3:08
  improves
• 3:09
  the
• 3:09
  business.
• 3:10
  So
• 3:10
  when
• 3:10
  I
• 3:10
  first
• 3:11
  read
• 3:11
  the
• 3:11
  headline,
• 3:11
  I
• 3:11
  was
• 3:12
  like,
• 3:12
  oh
• 3:12
  man,
• 3:12
  if
• 3:12
  that's
• 3:13
  what
• 3:13
  this
• 3:13
  is,
• 3:13
  I'm
• 3:14
  not
• 3:14
  buying
• 3:14
  into
• 3:14
  this
• 3:14
  at
• 3:14
  all.
• 3:15
  Right.
• 3:15
  But
• 3:15
  your
• 3:15
  second
• 3:16
  point,
• 3:16
  I
• 3:16
  think
• 3:16
  is
• 3:17
  really
• 3:17
  important
• 3:17
  because
• 3:18
  this
• 3:18
  is
• 3:19
  seemingly
• 3:19
  unique.
• 3:19
  As
• 3:20
  I
• 3:20
  read
• 3:20
  into
• 3:20
  the
• 3:20
  headline,
• 3:21
  you
• 3:21
  look
• 3:21
  at
• 3:22
  the
• 3:22
  list
• 3:22
  of
• 3:22
  who's
• 3:22
  on
• 3:22
  this
• 3:22
  advisory
• 3:23
  board,
• 3:23
  it
• 3:24
  is
• 3:24
  a
• 3:24
  who's
• 3:24
  who,
• 3:25
  at
• 3:25
  least
• 3:25
  seemingly
• 3:26
  so
• 3:26
  based
• 3:26
  on
• 3:26
  the
• 3:27
  backgrounds
• 3:27
  that
• 3:27
  they're
• 3:28
  sharing.
• 3:28
  Yeah,
• 3:28
  the
• 3:28
  staff,
• 3:28
  bona
• 3:29
  fide
• 3:29
  influencers.
• 3:30
  And
• 3:31
  so
• 3:31
  to
• 3:31
  me,
• 3:31
  this
• 3:31
  is
• 3:32
  less
• 3:32
  of
• 3:32
  like
• 3:32
  an
• 3:32
  advisory
• 3:33
  council,
• 3:33
  depending
• 3:33
  on
• 3:34
  how
• 3:34
  they
• 3:34
  set
• 3:34
  it
• 3:34
  up.
• 3:34
  I
• 3:34
  may
• 3:35
  be
• 3:35
  giving
• 3:35
  them
• 3:35
  too
• 3:35
  much
• 3:35
  credit
• 3:36
  here,
• 3:37
  but
• 3:37
  I'm
• 3:37
  kind
• 3:37
  of
• 3:38
  doubting.
• 3:38
  I'm
• 3:38
  not.
• 3:38
  It's
• 3:39
  more
• 3:39
  to
• 3:39
  me
• 3:39
  like
• 3:39
  an
• 3:39
  advisory
• 3:40
  board,
• 3:41
  like
• 3:41
  of
• 3:41
  a
• 3:41
  startup
• 3:42
  where
• 3:42
  you're
• 3:42
  bringing
• 3:42
  these
• 3:43
  people
• 3:43
  in,
• 3:43
  you're
• 3:44
  potentially
• 3:44
  getting
• 3:44
  them
• 3:45
  equally
• 3:45
  yoked
• 3:45
  to
• 3:46
  the
• 3:46
  success
• 3:46
  of
• 3:46
  PacSun.
• 3:47
  Right.
• 3:47
  They
• 3:47
  have
• 3:48
  their
• 3:48
  influencer
• 3:48
  channels
• 3:48
  too,
• 3:49
  so
• 3:49
  they're
• 3:49
  gonna
• 3:49
  want
• 3:49
  to
• 3:49
  promote
• 3:50
  PacSun.
• 3:51
  And
• 3:51
  so
• 3:51
  I
• 3:51
  think
• 3:51
  about
• 3:51
  this
• 3:52
  kind
• 3:52
  of
• 3:52
  as
• 3:52
  maybe
• 3:52
  a
• 3:52
  new
• 3:53
  wave
• 3:53
  model
• 3:53
  to
• 3:54
  get
• 3:54
  a
• 3:54
  different
• 3:55
  representation
• 3:56
  on
• 3:56
  kind
• 3:56
  of
• 3:56
  your
• 3:57
  board,
• 3:58
  your
• 3:58
  boards
• 3:58
  in
• 3:59
  general.
• 3:59
  Because
• 3:59
  like,
• 3:59
  when
• 4:00
  you
• 4:00
  think
• 4:00
  about
• 4:00
  the
• 4:00
  money
• 4:00
  you're
• 4:01
  putting
• 4:01
  towards
• 4:01
  like
• 4:02
  the
• 4:02
  old
• 4:02
  white
• 4:03
  guy
• 4:03
  on
• 4:03
  the
• 4:03
  board
• 4:04
  from
• 4:04
  Options
• 4:05
  and
• 4:05
  things,
• 4:05
  you
• 4:05
  could
• 4:06
  probably
• 4:06
  spend
• 4:06
  the
• 4:06
  same
• 4:07
  amount
• 4:07
  to
• 4:07
  these
• 4:08
  people
• 4:08
  who
• 4:08
  could
• 4:08
  actually
• 4:09
  help
• 4:09
  drive
• 4:09
  the
• 4:09
  business
• 4:10
  as
• 4:10
  well.
• 4:11
  And
• 4:11
  that's
• 4:11
  what
• 4:11
  I
• 4:11
  think
• 4:12
  is
• 4:12
  really
• 4:12
  unique
• 4:12
  about
• 4:12
  it.
• 4:13
  Right.
• 4:13
  I
• 4:13
  also
• 4:13
  think
• 4:14
  that
• 4:14
  Brie
• 4:14
  Olson,
• 4:15
  the
• 4:15
  CEO
• 4:15
  over
• 4:15
  at
• 4:16
  PacSun,
• 4:16
  gets
• 4:17
  a
• 4:17
  lot
• 4:17
  of,
• 4:17
  should
• 4:18
  get
• 4:18
  a
• 4:18
  lot
• 4:18
  of
• 4:18
  kudos
• 4:19
  for
• 4:19
  this
• 4:19
  move.
• 4:19
  She
• 4:20
  is
• 4:20
  consistently
• 4:21
  an
• 4:21
  out
• 4:21
  of
• 4:21
  the
• 4:21
  box
• 4:22
  thinker
• 4:22
  and
• 4:22
  I've
• 4:23
  built
• 4:23
  a
• 4:23
  culture
• 4:24
  at
• 4:24
  her
• 4:24
  organization
• 4:25
  that
• 4:25
  supports
• 4:26
  things
• 4:27
  like
• 4:27
  this
• 4:27
  being
• 4:28
  successful.
• 4:29
  Would
• 4:29
  this
• 4:29
  work
• 4:29
  at
• 4:30
  any
• 4:30
  other
• 4:30
  retailer?
• 4:32
  You
• 4:32
  gotta
• 4:32
  have
• 4:33
  the
• 4:33
  culture,
• 4:33
  you
• 4:33
  gotta
• 4:33
  have
• 4:34
  the
• 4:34
  fit.
• 4:34
  I
• 4:34
  think
• 4:34
  Bree's
• 4:35
  done
• 4:35
  a
• 4:35
  tremendous
• 4:35
  job
• 4:36
  of
• 4:36
  making
• 4:36
  sure
• 4:37
  that
• 4:37
  she's
• 4:38
  got
• 4:38
  that
• 4:38
  in
• 4:39
  place
• 4:39
  so
• 4:39
  that
• 4:39
  they
• 4:39
  can
• 4:39
  actually
• 4:40
  take
• 4:40
  from
• 4:41
  this
• 4:41
  council
• 4:41
  and
• 4:42
  learn
• 4:42
  something
• 4:42
  and
• 4:42
  do
• 4:43
  something
• 4:43
  with
• 4:43
  it,
• 4:43
  versus
• 4:44
  just
• 4:44
  being
• 4:44
  like,
• 4:44
  okay,
• 4:45
  we
• 4:45
  met
• 4:45
  with
• 4:45
  you
• 4:45
  for
• 4:46
  30
• 4:46
  minutes,
• 4:46
  we're
• 4:46
  gone.
• 4:47
  Although
• 4:47
  I
• 4:47
  would
• 4:47
  push
• 4:47
  that
• 4:48
  a
• 4:48
  little
• 4:48
  bit.
• 4:48
  I
• 4:48
  think
• 4:48
  it
• 4:49
  should
• 4:49
  be
• 4:49
  able
• 4:49
  to
• 4:49
  work
• 4:49
  at
• 4:50
  every
• 4:50
  retailer.
• 4:51
  If
• 4:51
  it
• 4:51
  doesn't,
• 4:52
  that's
• 4:52
  because
• 4:53
  of
• 4:53
  your
• 4:53
  culture
• 4:54
  not
• 4:54
  being
• 4:54
  able
• 4:54
  to
• 4:54
  make
• 4:54
  it
• 4:54
  work.
• 4:55
  And
• 4:55
  that's
• 4:55
  another
• 4:55
  issue
• 4:56
  that
• 4:56
  you
• 4:56
  gotta
• 4:56
  solve,
• 4:57
  because
• 4:57
  as
• 4:57
  you're
• 4:58
  trying
• 4:58
  to
• 4:58
  get
• 4:58
  younger,
• 4:58
  as
• 4:58
  the
• 4:58
  generations
• 4:59
  are
• 4:59
  growing
• 5:00
  and
• 5:00
  the
• 5:00
  spending
• 5:00
  power
• 5:01
  shifting,
• 5:01
  you
• 5:02
  have
• 5:02
  to
• 5:02
  figure
• 5:02
  this
• 5:02
  out
• 5:02
  for
• 5:03
  sure.
• 5:03
  So
• 5:03
  if
• 5:03
  you
• 5:03
  can't
• 5:03
  make
• 5:04
  an
• 5:04
  idea
• 5:04
  like
• 5:04
  this
• 5:04
  work,
• 5:05
  you
• 5:05
  kind
• 5:06
  of
• 5:06
  suck.
• 5:06
  And
• 5:06
  your
• 5:07
  culture
• 5:07
  needs
• 5:07
  to
• 5:07
  change.
• 5:08
  You
• 5:08
  need
• 5:08
  to
• 5:08
  fix
• 5:08
  your
• 5:08
  culture
• 5:09
  first
• 5:09
  so
• 5:09
  that
• 5:09
  ideas
• 5:10
  like
• 5:10
  this
• 5:10
  can
• 5:11
  work.
• 5:11
  That's
• 5:11
  where
• 5:11
  the
• 5:11
  focus
• 5:12
  needs
• 5:12
  to
• 5:12
  be.