What It Takes to Maintain Youth Culture Relevance with Brie Olson CEO, PacSun

Joining us for the second of three episodes recorded live at last month's Lead Innovation Summit is Brie Olson, CEO of PacSun, a leading lifestyle brand that sells apparel and related items designed for teens and young adults. In a wide-ranging interview we explore how to be remarkably relevant with GenZ customers. In particular we dig into crowd-sourcing customer insight via TikTok and other social media platforms to inform merchandising strategies, how PacSun's purpose guides their strategy, breaking down gender barriers online and in-store and the important role collaborations play brand differentiation.We also learn about PacSun's unusual success in the Metaverese, how they maintain a culture of experimentation, and how they plan to stay ahead of fast growing online competition (spoiler alert: it centers on ethical and sustainable production and leveraging the power of harmonized retail). We end getting Brie's take on the criticality of empathy and vulnerability in leadership. As usual we kick-off with a fast-paced review of the week in retail news, including what recent macro news portends for the future--and what role Barbie, Oppenheimer, Taylor Swift, and Beyonce may play. Then we move on to dissect Amazon's blockbuster quarter and reboot of its grocery dreams, before wondering why Wall Street seems so enamored with Wayfair's decidedly less awesome earnings report. We also speculate about whether Nike's new fitness studios might rain on Peloton's revamp efforts. About BrieServing as President of Pacsun, the popular youth retailer since 2021, and transitioning to her new role as CEO as of April 2023, Olson has played an instrumental role in building and strengthening Pacsun’s brand through innovative strategies with a Gen Z focus.As an Innovative, tech-centric retail executive who consistently drives brand strength and revenue growth through game-changing merchandising and marketing initiatives, Brieane leads with creativity, innovation, and a digitalfirst mentality. During her tenure at PacSun, Olson spearheaded innovative collaborations for the LA based lifestyle brand, including working closely with Kanye West and Kendall and Kylie Jenner and launching both Men’s and Women’s shops at Selfridges in 2018 with launch parties hosted by PacSun partners Jerry Lorenzo.Olson graduated from the University of California, Berkeley with a Bachelor of Arts, Mass Communications & Business and attended Harvard Business School’s Advanced Management Program, where she is currently an AMP Ambassador. She is a board member at Women In Retail Leadership, Shoptalk, Pacsun and Design Thinking for UC schools. She currently resides in Newport Beach, California with her two children, Colette and Rousseau, ages 8 and 10.About UsSteve Dennis is a strategic advisor, keynote speaker, and bestselling author of focused on growth, innovation, and the impact of digital disruption. He is widely considered one of the foremost and influential voices in the retail industry. You can learn more about Steve on his  website.  His #1 bestselling book Remarkable Retail: How To Win & Keep Customers in the Age of Disruption is available at  Amazon or just about anywhere else books are sold. Steve regularly shares his insights in his role as a Forbes senior contributor and on Twitter and