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PacSun’s CEO says the brand has built its success by “co-creating” with Gen Z. In an interview with Bloomberg, Brieane Olson attributed PacSun’s cultural resurgence to listening to live feedback from Gen Z instead of simply treating young consumers like a static audience. To build brand and community trust, Olson added that the brand has a strong presence on social channels, including TikTok, Discord, and Reddit. Beyond regular promotion, PacSun posts content made by creators who are everyday consumers or fans of the brand—which YPulse knows is a huge authenticity check for Gen Z. While store traffic for PacSun was up 17% last year, the brand is hoping to expand its locations into more malls and increase experiential retail—like the brand’s Formula 1 collection and pop-up—to further attract young consumer loyalty and meet demand. (MarketScreener)
👀 Read more from YPulse: Gen Z Males and Females’ Coolest Fashion Brands
Most Gen Z picks their online thrifting sites with return policies in mind. According to a new study by Seel, Gen Z is leading the charge when it comes to secondhand online shopping, with 57% buying resale clothes online in the last year, compared to 53% of Millennials and 26% of Gen X. But Gen Z is selective with where they shop secondhand and what they buy. Among young shoppers, 61% have decided not to buy something after seeing a questionable return policy (i.e. feeling too restrictive or potential refunds taking too long). But 77% of Gen Z would be more likely to buy something if optional protection was offered. While lower prices, strong reviews, and fast shipping appeal to young shoppers buying secondhand online, it takes easy return processes and helpful customer support to keep them making repeat purchases. (Seel)
👀 Read more from YPulse: The Real Appeal of Secondhand Shopping to Gen Z
Gen Z is more open to talking about money than older gens. A new survey from Bank of America shows that 27% of 18-29-year-olds talk about salary or income with their friends, compared to 20% of Millennials, 12% of Gen X, and 3% of Baby Boomers. Younger people are also more likely to share the details of their finances with friends, with 60% of Gen Z and 62% of Millennials saying they have some money conversations with their peers—compared to less than half (46%) of Gen X and only 29% of Baby Boomers. YPulse data shows that many young people feel like they’re barely just surviving financially, so turning to their friends to vent or find some common ground and support isn’t so taboo. (Forbes)
👀 Read more from YPulse: What Does Financial Success Really Look Like for Gen Z?
Tweens and teens are obsessed with the “Italian Brandy Melville.” In recent years, tween-favorite brands like Edikted, Princess Polly, and Garage have defined Soho’s “Tween Row” in NYC. Now, there’s a new player in town: Subdued. Ever since its storefront opened on the block, it’s been brimming with girls who are obsessed with the brand’s fold-over leggings, shimmering tank tops, and pieces that look like they came straight from the Aquamarine movie. The brand, which was founded in Rome in the early ’90s, has differentiated itself with more artsy pieces than the basics at Brandy Melville, and its sizing is a tad bit more inclusive than the “one size fits all” model. The brand is thinking about expanding to California and Florida next but has strategically planned to open another location in NYC, right next to the Sephora in Union Square. Knowing how tweens and teens feel about makeup and skincare, Subdued is hoping to see foot traffic just from proximity. (NYMag)
👀 Read more from YPulse: 4 Tween Girl-Loved Brands You Need to Know – YPulse
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