Pacsun CEO Brieane Olson sits down with Natalie on the sidelines at the World Retail Congress. They discuss:

• Staying culturally relevant: how Pacsun transitioned from a “house of brands” in malls to a purpose-driven, culture-first youth brand.
• Are Gen Z and Gen Alpha actually brand loyal? What are the misconceptions of these digitally native generations?
• The power of co-creation: how Paris Hilton and A$AP Rocky are helping Pacsun to position their stores as culture and community hubs.
• Physical retail: why is Pacsun opening 75 new stores in the US and what are the opportunities globally?
• Social commerce: As an early adopter, how is Pacsun reaching shoppers on TikTok and China’s Douyin?
• Conscious capitalism and being clear on purpose.
• Women in retail: as the first female CEO of Pacsun, does Brieane think the industry has made sufficient progress?

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