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As part of its repositioning campaign to celebrate fun and the unexpected, PacSun organized 15 Bikini Mash Up Flash Mobs at shopping centers around the country on Saturday.
See a few photos of the dances above.
PacSun CEO Gary Schoenfeld previously said the company wants to update its image and positioning.
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 flash mobs were a small part of that effort. PacSun and several of its leading brands are also launching a multi platform advertising campaign this summer, including television commercials.