"Fashion and beauty probably has a head start on all of this thanks to fast trend cycles and Sephora tweens. A few weeks ago, I joined one brand that has made this work a priority: PacSun, the 45-year-old, now private equity-owned brand most recently reported to do around $1 billion in annual revenue. Millennials may remember PacSun from its mall heyday; it was originally founded as a surf brand. In recent years, it's had a comeback with Gen Z-it's all over TikTok Shop-and I found it fascinating how deeply PacSun is devoted to understanding these rising generations."
""Every brand might not be serving Gen Z or Gen Alpha today, but they are their future consumer," she told me. "Visibility, depth of understanding, transparency of where these shifts are happening and the why is so critical to a brand's permanence and viability.""
"The retailer has tapped a youth advisory council that includes both Gen Z and Alpha members, some with millions of followers on TikTok and Instagram, and others with smaller platforms. They've driven social commerce for the brand, turning products like its Casey jean into hits with one viral video. PacSun has pledged to bring these youth advisors into the decision-making process-tapping them for insight into their audiences and PacSun's customer base."
Businesses have spent years studying Gen Z as members mature into their late 20s and gain greater purchasing power. Brands that serve younger customers are shifting focus to Gen Alpha, children under 14 approaching their teen years. Fashion and beauty have an advantage from fast trend cycles and early tween adoption. PacSun, a 45-year-old private equity-owned retailer with around $1 billion in annual revenue, established a youth advisory council of Gen Z and Alpha members to inform decisions. The council drives social commerce and viral product success. Every brand might not serve these groups today, but they are future consumers; visibility, deep understanding, and transparency of shifts are critical to brand permanence and viability.
Read at Fortune
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