WEBVTT

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- Brie, welcome.

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I want to explore, if it's okay,

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the intersect between
fashion and technology.

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What are you seeing right now?

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- You know, for our customer at PacSun,

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fashion and technology
are really synonymous

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with one another.

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I think it's really the language

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in which the customer is
choosing to communicate

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and also shop.

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And so they don't view it as a technology.

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It's a means to how they can
creatively express themselves

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and that's what's so fascinating about it.

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- How about the way it's changed PacSun

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and the way that you engage your audience?

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- Yeah, it continues to evolve,

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and it's been really fun watching

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the evolution over the last decade.

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I think from watching the
evolution of TikTok explicitly

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over the last three years
and the new innovations

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in the forefront that we're
taking with livestream shopping,

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we've had tremendous
success in Duyun in China

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with livestream shopping

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and looking at it really as commerce

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and not so much as an
entertainment platform.

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And that's what we're
experimenting and exploring with

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with TikTok right now in the US market,

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which has proven to be
very exciting as well.

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- Are you taking a different
approach with Gen Z,

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first digitally native
audience, of course?

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- Yeah, Gen Z is really our key focus.

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The PacSun customer is 16 to 24,

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and so we're also looking at Gen Alpha

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as they will be stepping up
into our new customer base

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and holding onto the Gen Z customer.

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I think they really are demanding

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something very different from brands.

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They expect us to be building communities.

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They are crowdsourcing
their future alongside us

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and so it is very much their brand.

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PacSun exists because of them
and we're in service to them,

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so we communicate, we
build shopping models,

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we use data all to serve
them in a more efficient way.

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- Brie, thank you so much.