Billabong ▼ -0.005 | PPR ▲ +0.30 | American Apparel ▼ -0.047 | The Buckle ▲ +0.32 | Columbia ▲ +0.30 | Deckers Outdoor ▼ -0.61 | Dicks ▼ -0.03 | Foot Locker ▲ +0.43 | Genesco ▲ +0.25 | Iconix Brand Group ▼ -0.12 | Jarden Corp ▼ -0.06 | Nordstrom ▲ +0.23 | Luxottica ▲ +0.31 | Nike ▲ +0.09 | Pacific Sunwear ▲ +0.01 | Skullcandy ▼ -0.16 | Sport Chalet ▼ 0.00 | Urban Outfitters ▲ +0.10 | VF Corp ▲ +0.49 | Quiksilver ▼ -0.05 | Zumiez ▲ +0.15 | Macys ▲ +0.38 | Tillys ▼ -0.04 |
Ticker Sponsor
Professional Services
Friedman Stroffe & Gerard, P.C.
FSG’s Action Sports Practice Group provides legal services to the action sports industry. Our clients include surfers, skiers, snowboarders and skaters, as well as sponsors and leading apparel companies. Our attorneys serve in positions with industry organizations such as the Association of Surfing Professionals. We know your business and can provide full-service legal solutions to meet your organizational nee
More Professional Services...
Readers Say
In touch with our business
In touch with our business

If you're not plugged into Shop-Eat-Surf.com daily, you're out of touch with our business!

- By Peter "PT" Townend, The ActivEmpire
Useful on a daily basis
Useful on a daily basis

It's well balanced information that is useful on a daily basis. I'm very satisfied with the Executive Edition. I start each day with SES and a big cup of coffee!

- By Tom Ruiz, EVP Sales, Volcom
New Industry Insight

Shorebreak Hotel as a venue for industry events. Cinematographer Louie Schwartzberg's "Moving Art Retreat" in June at Turtle Bay Resort. Details on Industry Insight.

Tiffany Montgomery
Print This Article

PacSun kicks off spring, new positioning with party

A fashion show with store
A fashion show with store employees as models featured new spring styles. All photos by Shop-eat-surf.
By Tiffany Montgomery
March 18, 2011 8:15 AM

PacSun hosted a party, fashion show and meeting for employees and vendors to kick off spring Thursday at its headquarters in Anaheim.


CEO Gary Schoenfeld explained some of the new positioning for PacSun and what it wants to represent in the marketplace.


PacSun will represent the passion of California – the spirit, the energy, the optimism. It wants to own the California lifestyle, he said, which is creative, unexpected and active.


The company wants to help its customers be explorers of style who reinvent themselves when they open their closet.


PacSun also wants to be creators of culture – to make something, to risk something, and to be instigators of fun.


The company is cleaning up its logo and is removing the “Flintstone” elements, Gary said, which brought applause from the audience.


Gary also unveiled pieces of PacSun’s major new marketing campaign, which is pretty different and unexpected. Alas, I promised I would not report on those details until the campaign is closer to launch.


As far as being instigators of fun, the company has a pretty creative marketing event coming up in May that involves bikinis and dancing that will definitely grab some attention. Again, I think I’ll save the reporting on that one for a later date so they can keep the idea under wraps for awhile.


In April, PacSun will launch a redesigned website that more prominently features brands and makes the site easier to shop. An iPhone application will also launch, and stores will have redesigned shopping bags.


Gary acknowledged the company’s tough earnings released earlier this weak, saying holiday definitely wasn’t a holiday for the company. But he expressed a lot of optimism about the spring and summer, which is PacSun’s time to shine, he said.


The company also recognized five employees at the meeting who embody the five key values Gary and his team brainstormed for PacSun: trust, creativity, individual excellence, teamwork and winning. I have photos of four of the five winners getting their awards in the slide show, above. Linda Fleming didn't attend the event.


The winners are:


Steve Presswood – Trust


Jennifer Markle – Creativity


Andrew Cienszynski – Individual Excellence


Heidi Adams – Teamwork


Linda Fleming – Winning




Articles You Might Have Missed