Page 5 - #189 March 2024

WHO’S RLI MEETS

WHO

IN RETAIL

Brie Olson

CEO
PACSUN

s Pacsun’s CEO, Brie Olson has played an instrumental role HQ offices called the Think Tank Series, where quarterly we are collecting
Ain building the brand through innovative strategies with a Gen creative genius as it relates to ideas and innovation and ensuring ideas can
Z focus. As a tech-centric executive, Olson consistently drives brand emerge from anywhere and anyone within the organisation. This leads to
strength and revenue growth through game-changing merchandising a culture that is conscious, curious and engaged.
and marketing initiatives, leading with creativity, innovation and a digital
first mentality. During her tenure, Olson has spearheaded talent and As a leader who makes key strategic decisions, do you prefer
brand collaborations and took Pacsun global with its first London shop. to rely on facts and figures, your instinct, or a combination of
True to her core leadership belief in nurturing in-house talent, she has the two?
consistently demonstrated a commitment to promoting from within We keep our consumer and the Pacsun community at the heart of all
the company. Olson graduated from UC Berkeley with a Bachelor of our decisions. Coupled with a clear focus on the consumer, data plays
Arts, Mass Communications & Business and attended Harvard Business an integral role in strategy. Leveraging data in creative, thoughtful and
School’s Advanced Management Program, where she is an AMP innovative ways are key to our success.
Ambassador. She is a board member at Women In Retail Leadership,
Shoptalk, Pacsun and Design Thinking for UC schools. She resides in Do you feel that CEOs and company leaders can continue to
Newport Beach, California with her two children, Colette and Rousseau. be transformational in the new retail landscape and will this
be more important than ever now?
What are the company’s key objectives for the next 12-18 Transforming the future of retail is central to the role of retail
months? leadership. Thoughtful, purpose driven transformation of our brand is a
Pacsun continues to chart an exciting chapter of accelerated growth commitment I share as CEO alongside my leadership team. Continuing
in 2024 and beyond. With an unwavering commitment to our brand to foster innovation and creativity will continue to fuel an accelerated
mission and purpose, we will continue to inspire the next generation chapter of growth and increased consumer affinity towards the Pacsun
of youth and build community at the intersection of culture, sports, brand and community.
music and fashion. We are a youth-centric, purpose led organisation
and our internal culture is a driver of positive change. Over the next What do you make of social media and its importance in the
12-18 months we will continue to build our Pacsun community beyond world of retail and how prominent is e-commerce and online
apparel. We will scale our digital business and continue to make activities within the business?
investments as it relates to technology and innovation, capitalise on new Social media is an integral communication and revenue channel and one
category opportunities and revenue streams and look to increase our of the predominant ways we connect with our consumer. From META,
market share in fashion, graphic tees, denim and swim. We will lead the Tik Tok, Snapchat, X, Discord, Pinterest, Roblox and more – we have a
industry in best-in-class collaborations and partnerships and keep our clear and focused commitment of meeting our customer where they are
winning pipeline of brands robust, nurture our existing brand partners naturally spending their time and engaging from a community perspective.
and ensure we are providing them with healthy growth opportunities These channels are increasingly important for both Gen Alpha and Gen Z.
and new ways to engage with our community. Lastly, we will utilise our
stores for customer acquisition and revenue to create brand awareness Taking a step back from right now, what would you consider
by supporting both channels as the “live” version of our digital world. your career highlights to date to be?
Being the first female CEO to lead Pacsun, a brand and community
Would you say events around the world in the last few years that I am deeply connected to, has been incredibly rewarding. Equally
have affected the business at all and has it had any effects on a highlight is our leadership team’s growth – many of whom have been
future plans? working alongside me for over 15 years. It is incredible to see their
While the macro environment remains challenging and uncertain, we’ve growth, achievements and passionate commitment to our brand.
demonstrated that we can deliver growth with a continued focus on our
consumer and a clear and focused strategy around our brand purpose. With everything that has happened in recent times, how are
you feeling about the 12-18 months that lie ahead?
What key leadership skills do you feel are the most important We have an optimistic outlook around the next three years of
in the current retail climate? accelerated growth for Pacsun.
A great CEO needs to have vision, a growth mind-set, authenticity and
courage – as well as a strong ability to be vulnerable. Vulnerable leadership Lastly, any final thoughts or anything else you would like to
is powerful and can unlock amazing results. Having the courage to admit add for our readers? www.apparelglobal.com ApparelGroupO cial Apparel Group ApparelGroup_
flaws and challenges with your team and knowing how to lean in and We are excited to co-create the future of the Pacsun brand alongside our
ask for help is essential. We are navigating a chapter filled with so much community. This includes our brand partners, customers, stores associates,
change, uncertainty and ambiguity, that leaders need to be both confident brand ambassadors and so much more. Together we will crowdsource the
and vulnerable. Humility is also crucial. We implemented a series at our future state of Pacsun and inspire the next generation of youth.

04 RETAIL & LEISURE INTERNATIONAL MARCH 2024