PacSun Makes Inroads with Teens

Young women shopping at PacSun during the recent back-to-school season. SES file photo.

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PacSun appears to be making inroads with teen shoppers, especially young women.

The retailer’s ranking jumped in the closely watched Piper Jaffray Taking Stock with Teens Survey for Fall 2018.

Among all the teens surveyed, meaning male and female and all income levels, PacSun earned the No. 5 spot in the favorite apparel list.

That’s a big jump from the No. 9 position in Fall 2017.

PacSun performed especially well with young women.

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The retailer claimed the No. 4 spot with young women, marking a steady climb from past rankings. PacSun was No. 6 in Spring 2018, and No. 8 in Spring 2017.

In the most recent survey, young women listed American Eagle, Forever 21 and Nike ahead of PacSun.

Hollister, Urban Outfitters, Victoria Secret, Lululemon, H&M, and Rue 21 were ranked behind PacSun.

PacSun has been really smart in the brands it has collaborated with to add excitement to the women’s side of the store.

They linked up with Kendall and Kylie Jenner long before the sisters became a sensation. Another key move was partnering early on with Brandy Melville, a wildly popular brand with teens that has a limited number of its own stores and very narrow wholesale distribution.

More recently PacSun has created a brand for Lottie Moss, the model, influencer and sister of Kate Moss.

With teen males, PacSun did not rank as high, but showed great improvement. PacSun came in No. 6 for Fall 2018. In Fall 2017, PacSun did not even make the top 10.

PacSun’s strong showing in the Piper Jaffray survey aligns with the strong comps the retailer has posted of late.

While PacSun is now private, owner Golden Gate Capital released comp store information for PacSun earlier this year.

PacSun comps rose 5% in 2017 according to Golden Gate. And through May, PacSun’s comps were up 8%.

 

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