- Brie, welcome.
I want to explore, if it's okay,
the intersect between fashion and technology.
What are you seeing right now?
- You know, for our customer at PacSun,
fashion and technology are really synonymous
with one another.
I think it's really the language
in which the customer is choosing to communicate
and also shop.
And so they don't view it as a technology.
It's a means to how they can creatively express themselves
and that's what's so fascinating about it.
- How about the way it's changed PacSun
and the way that you engage your audience?
- Yeah, it continues to evolve,
and it's been really fun watching
the evolution over the last decade.
I think from watching the evolution of TikTok explicitly
over the last three years and the new innovations
in the forefront that we're taking with livestream shopping,
we've had tremendous success in Duyun in China
with livestream shopping
and looking at it really as commerce
and not so much as an entertainment platform.
And that's what we're experimenting and exploring with
with TikTok right now in the US market,
which has proven to be very exciting as well.
- Are you taking a different approach with Gen Z,
first digitally native audience, of course?
- Yeah, Gen Z is really our key focus.
The PacSun customer is 16 to 24,
and so we're also looking at Gen Alpha
as they will be stepping up into our new customer base
and holding onto the Gen Z customer.
I think they really are demanding
something very different from brands.
They expect us to be building communities.
They are crowdsourcing their future alongside us
and so it is very much their brand.
PacSun exists because of them and we're in service to them,
so we communicate, we build shopping models,
we use data all to serve them in a more efficient way.
- Brie, thank you so much.