Pacsun CEO Brieane Olson on Gen Z, TikTok Commerce & the Future of Retail Innovation | WRC 2025

Broadcasting from the VusionGroup booth at the World Retail Congress, Chris Walton and Anne Mezzenga sit down with Pacsun CEO Brieane Olson for a candid and energizing conversation on youth culture, experimentation, and the future of fashion retail. Brieane reflects on how her two-decade Pacsun journey has prepared her to lead in a time of rapid digital evolution. From rebooting Roblox efforts to tracking the creator economy and prioritizing social commerce on TikTok and YouTube, Brieane shares what it takes to build relevance with Gen Z and lead with curiosity in every corner of the business.

Key Moments:

(0:35) Brieane Olson background and Pacsun growth
(1:00) U.S. footprint: 75 new stores in 3 years
(1:30) Early innovation with Roblox and the metaverse
(2:40) How Pacsun picks and pivots on tech pilots
(4:00) Fail fast, retool, relaunch: Roblox case study
(5:00) Building a culture of innovation and curiosity
(6:30) CEO routines for staying on trend (Substack, Reddit, Discord)
(7:40) First-time impressions of World Retail Congress
(8:50) Holiday 2025 outlook and global expansion plans
(9:30) Platforms to watch: TikTok, YouTube Shopping, Substack
(10:30) Mall resurgence and community building in youth retail

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