5 Ways PacSun Is Winning in COVID Times — and How It Plans to Emerge From the Pandemic

It’s been a big year for PacSun. In 2020, despite the impact of the COVID-19 outbreak, the specialty retailer recorded gains over the prior year, generating more than $700 million in sales. Two months ago, Piper Sandler named it the No. 3 favorite apparel brand for teens, surpassing Lululemon and Adidas. And just yesterday PacSun completed a leadership transition that saw president Alfred Chang and parent company PSEB Group interim CEO Mike Relich become co-CEOs. (Chief brand officer Brie Olson was promoted to the role of president.) “The growth we saw at PacSun was above what the rest of the industry saw, and it really showcased a lot of the work that we’ve been doing and the relevance we have with our consumer and community,” Chang told FN. Here, Chang speaks about the retailer’s pandemic strategy, social media presence and key collaborations that are boosting its business in the COVID-19 era. Doubling down on digital While it maintains a fleet of roughly 340 stores today, the Los Angeles-based chain has seen greater success in e-commerce: Last month, PacSun announced that digital sales increased twofold in 2020 — now representing 50% of its total revenues. So far in 2021, online sales have surged a respective 65% and

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