Pacific Sunwear, better known as PacSun, is amongst those few fashion retailers that’s been recording good growth despite all pandemic-induced challenges.
While 2020 saw the American clothing retailer make gains over 2019 by earning over US $ 700 million in sales, 2021 too has begun well after Piper Sandler named PacSun the third favourite clothing brand for teens – ahead of adidas and Lululemon.
And now with President Alfred Chang and parent company PSEB Group interim CEO Mike Relich becoming Co-CEOs, PacSun has some plans to emerge from the pandemic – including emphasis on e-commerce growth, social media and forging partnerships.
Despite maintaining a fleet of 340 stores, PacSun’s e-commerce sales, reportedly, jumped by twofolds in 2020 and so far in 2021, it’s surged by 65 per cent and 170 per cent from 2020 and 2019, respectively.
The retailer said their e-commerce was still their best story and its growth has outpaced not only PacSun’s expectations but also the industry expectations.
So while, e-commerce will continue to be the growth engine for PacSun, Alfred said that the focus will continue on digital and social media as well.
With over 2.5 million followers on Instagram, where it launched a dedicated Instagram store, PacSun late last month reached a milestone after hitting 1 million followers on TikTok.
Alfred also said that PacSun’s namesake app has seen ‘tremendous growth’ in the number of downloads as well as overall revenues.
Besides its bestselling brands like Vans, Champion and others, PacSun is today recognised for its high-profile partnerships with influencers like Emma Chamberlain and Bryce Anderson, with whom the brand launched a new gender-free collection as part of its summer campaign.
Also, earlier this year, PacSun introduced Circulate Market, which brought together a collection from six Black-owned brands, curated by longstanding brand partner Circulate and its owner, Corey Populus.
The move is seen as PacSun’s efforts to continuously use its platform to project what matters to Gen Z.
PacSun sells lifestyle apparel, along with footwear and accessories, designed for teens and young adults.