Behind Pacsun’s strategy for keeping a pulse on the changing tastes of Gen Z

This story was first published by Digiday sibling Modern Retail.

Once a favorite of millennials, Pacsun is finding fresh ways to keep its finger on the pulse of Gen Z’s tastes.

Over the last four months, Pacsun has developed tools and tweaked campaigns based on feedback from teenagers and twenty-somethings. In September, it formed its first Youth Advisory Council, a group of actors and creators who meet regularly with Pacsun executives to chime in on “creative aspects and strategy.” Also that month, Pacsun released takeaways from its inaugural Youth Report based on insights from 6,000 Gen-Z and Gen-Alpha respondents. Topics touched on everything from mental health to social commerce. Pacsun then used findings from both the Council and the survey to develop a shoppable app called PS Community Hub. There, shoppers can curate and buy products, while earning money through commissions — something fans of the brand were looking to do.

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