Podcasts about PacSun

Matt Raminick spent nearly two decades of his career on the brand side (Quiksilver, Volcom, Pacsun, Mophie) hiring and managing agencies before founding Sunnyside.Working with dozens of agencies big and small led him to realize that in most cases they repeatedly optimized for vanity channel metrics instead of outcomes that impacted the bottom line, often having no line of sight beyond a siloed view of the channels they managed.So in 2020, after getting laid off from a high-profile exec role and with no prior agency experience, he founded Sunnyside and built a framework called Profit360™.This system connects finance, brand moments, products, creative strategy, and paid media to reliably produce sustainable, predictable, and profitable growth at the business level, not isolated channel wins.Sunnyside's unfair advantage is that every client gets a team of former brand-side marketers who've sat in the client's seat and know what's actually at stake because they've been in their shoes.To date, Sunnyside has successfully helped brands in the surf, action sports, outdoor, fashion apparel, and DTC space — including Brixton, Municipal, Goodr, Xcel Wetsuits, Beek, Nixon, Salt Optics, and Jetty — profitably increase new customers, e-commerce revenue, and overall business growth.In This Conversation We Discuss:[00:00] Introduction[05:04] Red flags to watch for early in an agency pitch[09:44] Sponsor: Klaviyo[11:55] Matching case studies to your actual business[13:55] Building traction for a brand with nothing yet[17:43] Sponsor: Intelligems[20:02] Why RFPs fail to find the right partner[22:00] Sponsor: eFulfillment Service[26:27] Green flags that signal a strong agency fit[28:40] Callouts[28:50] What a good first 90 days looks like[30:34] When a brand shouldn't hire an agency yet[34:22] What to disclose before signing with an agency[35:42] Profit360 and how the brand operatesResources:Subscribe to Honest Ecommerce on YoutubeA Better Way to Grow sunnysidecalifornia.com/ Follow Matt Raminick linkedin.com/in/mattraminick Get your free demo klaviyo.com/honestBook a demo today at intelligems.io/ Lower scale costs today eFulfillmentService.com/honest If you're enjoying the show, we'd love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

The TMG Hospitality Trailblazers welcomes the latest addition to the series, Kim Wootteon, Sr. VP of Commercial Strategy at Kampgrounds of America, Inc. to discuss the outdoor hospitality landscape and how artificial intelligence and technology are playing a key role in connecting different generations of travelers to the KOA vast portfolio of properties. Ryan Embree: Welcome to Suite Spot, where hoteliers check in and we check out what’s trending in hotel marketing. I’m your host, Ryan Embree. Hello, everyone. Welcome to another episode of The Suite Spot. This is your co-host, Ryan Embry. Cassady Quintana: And I’m your co-host, Cassady Quintana. Ryan Embree: We’re excited to have you here with us for another edition of our TMG Hospitality Trailblazers series. We’ve been running this series for quite a while, paving those management companies, individuals that are paving a way into the future for hospitality, which feels like is changing on a weekly basis. I’ve been really looking forward to this episode. A familiar face and voice with us. It’s the first time you’re joining us virtually. Kim Wootteon, Senior Vice President, Commercial Strategies at Kampgrounds of America. Kim, thank you so much for joining us back on The Suite Spot. Kim Wootteon: Yes, it’s great to see you both. Thanks for having me today. Ryan Embree: Yeah, we’re gonna have a super fun conversation. You have an incredible brand. We can’t wait to jump in. But before we start talking about Kampgrounds of America and KOA, I wanna start because we missed it when we were in Arlington at the Digital Transformation Summit of getting a little bit about your hospitality background and journey that led you to such a cool position at KOA. Kim Wootteon: My kind of career path has been quite interesting. It’s really led to the role I have today. So the first 12 years of my career was spent in retail. And for all of you millennials, I started with PacSun. I was an OG, skate and surf lifestyle fanatic. And I worked in retail for 12 years and really learned operations, marketing, and quite frankly, leadership. PacSun was a really great people-centric company. And it’s really where I got my foundation for leadership and my drive for results. And then I transitioned for retail into the more traditional hospitality sector and worked for four years with Marshall Hotels and Resorts, leading sales, marketing, and diving into revenue management. And then was recruited by a company called Bluewater Development, who was really pioneers within the outdoor hospitality industry and very traditional owners in the indoor hospitality industry. So great experience. I was introduced to KOA with them and the entire glamping and camping sector of hospitality, which was super exciting. And then also got to work with some really great brands such as Marriott and Hilton and IHG and independent properties, independent campgrounds. It was quite an eclectic mix of properties, that I got to support in sales, marketing, and revenue. And I joined KOA about five years ago, leading marketing at the local level. And in 2022, we established the commercial strategy team at KOA, and, I now oversee revenue management, local marketing or field marketing, retail, distribution, and sales across the entire KOA portfolio, both our owned assets and our franchise locations, and support for KOA, Inc. as well. Ryan Embree: So this is why I love this question so much, because we get such an eclectic melting pot of backgrounds of hospitality professionals, maybe starting in retail. I hear F&B a lot recently. And then you go from the brands, you go, outdoor hospitality, and you get this big melting pot, and it kinda defines who you are as an industry professional, but also gives you, I think, an appreciation of some of those other places that you’ve been or even properties which can span from the giant resorts that we’ve seen all the way to, maybe it is a campsite where it’s a lot more local and kinda community and, and tight-knit feeling. Kim Wootteon: Absolutely. Absolutely. I’ve enjoyed my journey. It allows me to bring perspective to the work we do every day that is unique. And we’ve done a really great job at KOA of hiring a team of leaders and a team of people, in the field with really diverse backgrounds, which I think is a great compliment to the diversity across our portfolio. Cassady Quintana: Yeah, I think it’s interesting because you talk about this new team that you guys have created at KOA and the things that you’re developing and introducing into this outdoor hospitality. But for our listeners who may not know too much about KOA, we have a lot of hotel listeners. So if you can just give us a little bit of background about the brand and how it’s found its way to becoming one of the number one outdoor hospitality leaders. Kim Wootteon: So KOA was founded in 1962 by Dave Drumm in Billings, Montana. He saw this surge of travelers heading to the world’s fair in Seattle, and he opened the Billings Campgrounds, on his property along the Yellowstone River. And today, Kampgrounds of America is the largest system of privately owned campgrounds across the US and Canada with over 500 locations. We have 50 locations that are owned and operated by KOA, and 450 plus locations that are franchised. It’s a really interesting segment or vertical within the hospitality industry. Incredibly diverse portfolio, incredibly diverse guests. And we’re really fortunate to be the leader within this segment of the industry. Ryan Embree: And we mentioned at the top of this episode, this is our TMG Hospitality Trailblazer series. Now, I don’t think there is a much more fitting brand than KOA as far as being a trailblazer when you, when you think about that term, but I’ve been surprised to learn from getting to know you and the KOA brand of the different modern way that we kind of talk about trailblazers in our industry. And so, Kim, you and your team have been doing some incredible work. We’re gonna mention it in this episode, but what do you think makes the Kampgrounds of America brand a true embodiment of trailblazers and trailblazing in our industry right now? Kim Wootteon: It starts really with our vision at KOA. And our vision is to be the world leader in defining and advancing the business and experience of outdoor hospitality. And that’s been a focus for our company for years. We have taken a really unique approach to, I’d say, the traditional hospitality industry. We understand camping, we understand hospitality, and we are really committed to being the leader within not just the outdoor hospitality space, but the overall hospitality space in general. And it really starts with knowing our guest. And we are fortunate. We have tons of first-party guest data. We have years and years of history. And we’re known in our segment of the industry for the research we do to really better understand our guest and how our guest changes and what they expect. So it’s a really unique advantage. And the research we provide is not just for KOA and our franchisees, but it’s for the entire industry. And trailblazing shows up in a variety of ways, almost every decision that we make as a brand. So from the guest experience standpoint, we’re launching a new koa.com website that’s really powered by AI and focused on personalization and trip planning and flexible cancellation policies and the guest’s ability to manage reservations. So some of the more traditional things that you would see in the hospitality industry, but with some unique features that are custom to how guests like to camp. From an organizational structure standpoint, we have a commercial strategy team, which we really are the only one in the industry that has a full commercial strategy arm. And we have an AI team. We built our AI department at the beginning of this year, and that team continues to grow and really focus both internally and externally on how we can use AI to enhance the employee experience and the guest experience. And then within outdoor hospitality, technology has kind of always been a little bit of an opportunity. We don’t necessarily follow some of the mainstream tech choices that you see in indoor hospitality. So our focus has really been how do we align with what works well within indoor hospitality? We’ve been exploring OTA integrations and an RMS integration and enhanced text messaging capabilities and housekeeping modules to help operations be more efficient. It’s about really how can we be the first in the outdoor space to align most closely with what works in indoor hospitality, and then try to address the points of friction where we can that are really unique to outdoor hospitality. Cassady Quintana: I love that you mentioned this balance of outdoor hospitality and what that means to people, but also finding those opportunities for technology because that is the trend these days, right? Is AI this, AI that, and how can we bring in that technology? And we know that KOA has built such a recognizable brand in outdoor hospitality. So how do you guys find that you’re balancing and maintaining what Dave built back in the ’60s, that trusted legacy of what KOA is with continuing to try and attract a younger generation or maybe people that have never been camping before? Kim Wootteon: It is a really fine balance that is not easy. We truly work at it every day and we’re really, really fortunate to have such a legacy brand and such a trusted brand. And so it’s really this balance of how do we stay rooted in our core values and our mission with connecting people to the outdoors and each other while meeting guest expectations for who the camper is today? And so, we see participation in camping across all generations, which is really fascinating. In 2025, participation among adults, 65 or older, reached its highest level in eight years. So we’re seeing this rebound in the boomer population. 25% of all new campers in 2025 were boomers. And at the same time, younger generations, particularly millennials, continue to make camping a really meaningful share of their leisure travel. So it’s this ongoing challenge of how do we attract and retain campers? It’s the same challenge everybody has in our industry. And then keeping existing campers and getting new ones to come back. It’s really that frequency question. We’ve seen some shifts in frequency over the past several years. Our more legacy campers used to take two, three, four trips a year. And we’re seeing that frequency diminish slightly. New campers come and experience it. And maybe don’t, maybe don’t camp again in the same year. It may take one camping trip a year. So that’s a unique challenge our industry is navigating. But we do a lot of research to understand what inspires each generation to camp, and we work really hard to deliver memorable experiences to keep them coming back. But I think the thing that is consistent across all generations and what really matters most to campers, whether they’re new or they’re legacy campers, there’s some core foundational items that we really pride ourselves in across the KOA system. So safety and security is one, cleanliness and quality. We have a really rigorous quality assurance program, and we visit every single campground every single year to ensure each campground is meeting quality assurance standards. And we’re okay to say goodbye to those campgrounds that maybe aren’t meeting our standards. Campers are looking for some self-guided recreation. So if they want to be in the outdoors and really utilize their time as they see fit, the amenities and the recreation continue to play a critical role in that decision-making process. Pet friendliness is really critical and so many people in outdoors love to camp with their pets. And so it’s vital that all of our properties be really pet-friendly. And we have pet-friendly accommodations, pet walks, and camp canine parks. Pets are, are really an extension of our guest base, truly. And then basics like clean laundry, clean restroom facilities, clean laundry facilities, all the essentials that are needed for a great camping experience. Ryan Embree: You definitely have the advantage of a memorable experience on your end, right? I think that has been the knock on the indoor hospitality space, is that sometimes it’s your hotel stay or experience there might not be the most memorable part of a trip versus camping feels like something, if done right, and the quality is there, that is a memory that’s not just gonna stick with you for a year that you might just tell a couple people about, but maybe decades. Maybe it becomes a family tradition, and I’m sure you have some incredible stories to share there. But as I mentioned at the top of this episode, Kim, we had the pleasure of meeting you in Arlington, Texas at the Digital Transformation Summit and Hospitality and Hotels. And again, from what I knew about Kampgrounds of America then and what I know now, it was like kind of one of those spaces where I was like, “Well, I wonder, I wonder what KOA is doing in this space.” And then I got to hear your keynote and I was blown away. But it was also one of the most fascinating conversations I had at that event because of the relationship with technology where some of your guests might be looking for an escape from that technology while others kind of see it as this is the baseline and maybe WiFi isn’t a tech- technology to them. Maybe that’s just a standard for them. So it’s so interesting. It’s fascinating. I’m sure it’s that balance what you’re talking about, Kim, but you also have to balance between the guest and you also have 450 franchisees out there, right? And you’re an owner yourself of 50 properties. So I wanna get into both of those kinda spectrums. One is, what are you seeing the guests, their relationship with technology when it comes to KOA? And then maybe you can speak to the owner side of it, of are you hearing owners wanting to implement more technology or are they kind of resisting that when you’re saying, “Hey, let’s start to look at these new kind of maybe fancy technological updates.” I know there’s a packed question there, so. Kim Wootteon: Yeah, no. And lots to unpack within that question. So let’s start with the guest first and really the unique expectations that come from our campers. And while historically, camping has been a way of a form of leisure travel where you can kind of disconnect from everything that’s going on in daily life and really spend time in the outdoors, nearly half of all campers, about 47% site wifi as very important. So we have learned over the years that wifi is a utility. It is not an amenity anymore. It is a price of admission expectation for campers. Technology and remote work is still shaping camping behavior. And then Gen Z is the most likely to work while camping. So, we cater our experiences to every generation. And so Wi-Fi becomes a critical, critical component. While we’ve seen a slight decline in work camping, with people going back to the office and those just individual changes, it’s still really important. And it, what’s really unique is new campers, and again, kind of new campers, 25% of all new campers last year were boomers. So when we think about new campers, they are more likely than experienced campers to prioritize connectivity. So about 50% of new campers versus 43% of experienced campers. So access to technology directly influences length of stay and the experience. So we have focused heavily on tech and not just wifi at the campground, but how technology is used throughout the guest journey. Have we made it really easy for them to book and find the campground that meets their experience expectations? What’s the communication with the guests look like pre and post, or pre-during, quite honestly, and posts say through text messaging or, or other forms of technology? How easy can they find their site? Just all of those simple things where tech is a really great way to create efficiencies in operations, still have really, really connected touchpoints, relationship-wise, because I think that is, one of the most critical pieces of outdoor hospitality is the relationship our owners build with their campers. And then can they connect while they’re on site? And for those who don’t want to connect and really wanna disconnect during their stay, have we effectively marketed those sites that are best for them to stay in? Have we created connectivity zones where if they do choose to connect, there’s a place on the campground that is best for that, and the rest of the park could be more of a disconnection zone. So really thinking about how a camper is using the space. On the flip side, our owners, this has been an interesting challenge and journey. Just like our campers, our owners are incredibly diverse as well. We’re really blessed. And I think this kind of lends to the success of our legacy brand. We have legacy owners within the KOA brand. We have franchisees that have been in the system for 50 and 60 years. They’ve been here since the beginning, and that ownership has passed down through generations, which is really rare to find across our industry today. We have a lot of individual owner operators that, they gave up their careers as nurses and as architects, and they follow their passion for the outdoors, and they built and own, decide to buy a campground and and be entrepreneurs. And then we have a lot of investors coming into our space, that are diversifying their portfolio. They have hotels, like that public storage and outdoor hospitality is just a natural transition in their portfolio diversification. So the diversity amongst our owners is a unique challenge when it comes to technology. And then across multiple, age demographics as well. So from a wifi standpoint, we make it a requirement. It is now part of our quality assurance. We incentivize our owners to deliver really great wifi. We have a wifi royalty incentive program, and they can receive reduced royalties for a select period of time if their wifi meets certain standards. We believe it’s that important to the guest experience. And then really from tech adoption, I think that’s where we see some of the larger pieces of friction as our industry evolves and we’re constantly trying to balance the expectations of the guests with the needs of our owners and operators. Things like a couple years ago, we were getting ready to launch online reservation management. Okay, I can, I can book, I can change, I can cancel my reservation all on my phone through the app or otherwise. And then was faced with quite a bit of resistance because it was different and it was new and it took some of the control out of the hands of the owner. And so different components of that have kind of made it out to the public, and then there are some key components that have not quite made it out yet. So it’s really that balance of how do we meet guest expectations and owner expectations? But at the end of the day, we do have the responsibility to ensure our brand stays profitable and our owners are profitable. And so sometimes we do have to make those decisions that may not be as favorable to our owners, but are truly the best decision for the business. And it comes down a lot to training and education and really making sure they understand. So we have a great learning and development team, great communications team, a great project team that really ensures all of these initiatives come to fruition in the way they need to be successful. Ryan Embree: Well, and you also have, like you said, 50 properties that you own and manage, which I’m sure is a great kind of sandbox that you can play before you roll something out across the entire brand. But to put this in perspective for our listeners, you just mentioned that maybe there was some resistance to the online bookings that you were talking about, all the way to the owner that you were talking to me. I had to bring this up again, that there was drones bringing firewood to campsites at your property, right? So, I mean, that is the spectrum that you’re talking about. And I think that also is on the guest side. And that’s why probably, you and your team do such a great job of keeping your ear to the ground with these guests and constantly staying. I thought it was a fascinating stat that you talked about, Kim, where you’re saying that the first time campers are expecting more tech than maybe your returning campers or campers that have done that before. And I think that is a, it’s a telling statistic of, “Hey, we’re gonna try this for the first time. We’re gonna go camping.” And they’re coming to the camping site and being like, “All right, well, where’s the plugs and where’s the, the wifi and all that stuff?” Versus the campers that have been there have been like, “Oh, you, you’re camping. What are you talking about?” So interesting. Kim Wootteon: It’s a fun challenge. Cassady Quintana: I’m glad you mentioned that because when I think about it from a marketing perspective, you’ve talked about the different types of guests. You also have diverse owners, but you have diverse guests. When you think about hotels in the hotel industry, a lot of them have their niche and what they expect their demographic to look like when they come visit them. And so they can kind of cater that marketing a little bit better. But you have people ranging from children all the way up until boomers, and so they’re all expecting something different and they all want it to be exactly what they want. So when I think about it, I’m Gen Z, and this outdoor hospitality thing has really started to become a big thing for us. Like, whether it is because we wanna fully disconnect everything is too technologically advanced now, or I want a little bit of the best of both worlds. I wanna feel like I’m in nature, but also I can check my Instagram later if I really need to. So when you guys think about that from a marketing perspective, what do you think is driving that Gen Z interest, but also how do you develop a marketing strategy so that you can connect with those new campers and that, that younger generation? Kim Wootteon: Oh, my gosh. It’s a nonstop kind of everyday challenge that our teams work through at both the national level. How do we really connect the brand to people? I mean it’s so much of the success of our brand, and really camping and outdoor hospitality in general is built off of some, like, this emotional connection to nature and this desire to be outdoors. And how do we be part of that journey? And how can we be a catalyst to creating that experience for people, whether it’s their hundredth time camping or their first time camping? And there’s so many different tactics and strategies, within the marketing space that are available to us now. And it’s constantly evaluated with AI. We are traditionally rooted in SEO, and now we’ve got GEO to adapt to. But the Gen Z population within our camper mix is about 13% of all of our campers, as of 2025, and had been up to about 25% of our camper mix in 2022. So a really significant portion of all of those people that are participating in camping are in that Gen Z demographic. And it really comes down to doing a lot of research and understanding, what motivates people to connect to a brand, what’s important to them, whether it’s sustainability or looking at the health benefits from being outdoors, whether it’s the thrill of trying something new and really adventure-seeking, whether it’s we camped with our parents as kids, and we wanna try it again as adults. And the value proposition for, especially Gen Z is not to that point in life where you’re fully invested and you have a ton of disposable income. And so camping has always been a really affordable way to travel and leisure travel and experience and see things. So it’s this balance of how do we connect with each generation on the right channel? Social media plays a really critical role in our marketing strategy, having a presence across multiple platforms, Facebook, which tends to cater to a little bit more of our Gen X and baby boomer population, TikTok, Instagram, other channels for Gen Z. So social media plays a really key role, and we’ve seen a huge insurgence of social media conversions in our marketing strategy over the past several years. And then the technology piece of some of our generations like to pick up the phone and call and ask questions about their stay. And then others really just wanna be 100% booked online, make all of their change, and make all of their choices without any human connectivity. So finding that balance. But the, the Gen Z demographic is really fascinating. And I love watching how they use campgrounds. We see a lot of Gen Zers use campgrounds as that hub for all of their outdoor adventures, really wanting to spend time in nature and are utilizing a campground to facilitate that experience. Ryan Embree: This question is certainly resonating with me. I’m a little bit older millennial. I have a two and a five-year-old. And I remember camping as a kid. I wanna take my kids, but I also do not want to just maybe stay in a tent and not have any sort of. So, I want, I want that, that nice little balance of, yes, we are camping, but we might be going into a nice air-conditioned cabin or lodge, and we might be able to still watch a little TV. But I think it’s fascinating what we’re talking about, because that’s exactly it. And Gen Z, they’re great storytellers. Let me tell you about marketing. They’ll do most of your marketing for you if you put them in the right position, especially on Instagram and TikTok. Kim Wootteon: I’m really fortunate on my team. We have a really diverse team as well. And I have, I have kind of boomers and I have a ton of Gen Zers on my team. And so it’s great just to watch those generations meld and figure out how we, how we best connect to our owners and our audience. We spend a lot of time in the outdoors just as a team, when we have meetings and stuff like that. And I just love what comes from it. And then we take those best practices and really implement them with our guests because it’s, it’s the same. We all camp. Most of us in our team, we love spending time in the outdoors. So it’s like what’s gonna be attractive to us? We are our own demographics, right? Ryan Embree: There you go. Well, I wanna shift gears and congratulate you and your team, the entire KOA team, recognized as one of the top 50 most profitable franchises by Franchisee Business Review. What do you think Kim, I mean, obviously, when we talk about franchises and we look at the ROI, but I think there’s probably a different type of reward that comes with having a KOA franchise, being obviously we look for that, that financial one, but also from kinda to build something meaningful. You talked about the legacy of some of your franchisees and that being a family business. We’ve talked about the close connection and memories that you get from camping. Well, first of all, congratulations, but what do you think you and your team did to kinda make that list? Kim Wootteon: Thank you. We’re really, really proud of this recognition. And I think it speaks to just the uniqueness of the brand. So we have a unique mix of brand standards and entrepreneurial spirit. KOA is a franchisor unlike no other, you know? And I’ve worked with a lot of the big franchisors, especially in our industry. I’ve worked with the Marriott brand and Hilton and IHG and Jellystone and Sun Outdoors. But what I think I love most about KOA, which makes it such an attractive business opportunity, is, we’re hyper-focused on quality. We’re hyper-focused on our brand position consistency. We have three brand positions within the KOA brand. We have the KOA journey, the KOA Holiday, and the KOA Resort to really help campers identify and connect with the experience they’re looking for. But what I love the most about our franchise that is different from a lot of others is that each location is truly unique to space and place, which fuels the creativity and the pride of our owners. So there are certain things that you will find very standard across the KOA portfolio, and there, there’s an expectation campers have with KOA, but every single location is unique. And that’s what makes the system of campgrounds truly special. You’re not gonna get the same overall experience at any two locations. And our owners take an immense amount of pride in understanding the market that they’re in, understanding their campers, and building an experience that drives them to come back and stay with the KOA brand and book again, and at the same time, is quite profitable. So that unique blend of uniqueness and standards is what really sets us apart. And I will say to you, I remember this, if I didn’t shout out just the incredible support that KOA offers its franchisees. Again, I’ve kind of worked with many franchisors, but the support that KOA offers is quite unique. I’m very, very proud to be part of that. We have an amazing field operations team, franchise operations team. We have a team of just passionate, dedicated franchise business coaches that are working with our owners every single day to help them truly grow their business and optimize their investment in the KOA brand and then their campground. We have a whole coaching team within commercial strategy focused on marketing and revenue, and how to maximize revenue and optimize profitability. And then multiple other departments across the organization that really, their customer is the franchisee. And so I think this is a really adequate representation of the hard work our team puts in to support our owners on a daily basis. Ryan Embree: Yeah. I mean, with a, such a complex ecosystem that we kind of talked about throughout this episode, it’s a true testament to the work you and your team are putting in to be recognized. So again, congratulations to you and your team on that. We’re gonna shift gears. This is the rapid fire portion of our episode. I love doing this and I was looking forward to your portfolio specifically. You’re no stranger to travel, Kim, you’ve already mentioned. So we’re gonna get to list a series or a series of questions to get to know you and the KOA portfolio a little bit better. So let’s start with favorite view at one of your properties. Kim Wootteon: Yeah. So, and just for the record, so I have been to well over 100, almost 200 KOAs across our systems. I’ve been really fortunate to see a lot of our portfolio with some amazing, amazing properties and experiences. But I was just recently at the campground in Fredericksburg, Texas, which is under construction. We are building it and it’ll be introduced to the KOA system this fall. But the view from The Overlook, which is sort of our main building in the back part of the campground with all of our food and beverage and our meeting space and our pool and our lazy river, the view is absolutely spectacular overlooking the entire campground. The sunsets are great, and it was just, it was a really magical moment. Cassady Quintana: Awesome. Ryan, write that down. We gotta take a look at when that one opens up. Ryan Embree: Yeah, for sure. Kim Wootteon: You’ve gotta come experience it. And, and Ryan, we do have some amazing glamping accommodations, so you’ll get all of the amenities of home and a really cool outdoor setting. Ryan Embree: Love it. Best both worlds, for sure. Cassady Quintana: All right, Kim, favorite fun fact about one of your properties? Kim Wootteon: Oh my gosh. There’s so many options because we have such a diverse portfolio. But one of the things we learned as we were prepping for America 250 and just kind of learning our history is the Mystic KOA campground in Connecticut has a house on property that wasn’t built in the United States. It actually existed before the United States existed. It was brought over as settlers have founded that area. And it’s still standing on our campground today. And there’s a lot of history with that property. Ryan Embree: So it’s one of my favorite questions to ask, just because you get to learn these, these stories that you would have no idea about. Very, very cool. What about favorite guest experience or amenities at one of your properties, Kim? Kim Wootteon: So, the Mount Rushmore KOA Resort at Palmer Gulch has a rodeo, like a full-on rodeo. So that’s a crazy thing to experience. The campground in South Padre Island is right near SpaceX, and we just built these beautiful, RV sites, along this peninsula on the water, so you can see the SpaceX launches. And then there’s simple things like blueberry picking in covert and just amazing hiking near some of our National Park properties. Cassady Quintana: Awesome. Something for everybody. There’s something for everybody at every different property. Yeah. So kind of with that in mind, what’s one of your favorite locations of your properties? Kim Wootteon: So it’s funny. So I am a camper myself and I love to spend time outdoors. And I have kind of this unique mix of properties that I love to visit because, every time I camp, I look for a different experience. So I love, like, Lake Placid, KOA, it’s just that, like, quintessential camping experience, really, really wooded and nature-driven. If I’m looking for just incredible beauty with really, really amiditized recreation, I love the Astoria KOA on the Oregon Coast. If I want a tropical resort retreat, I go to Sugarloaf KOA or Fort Myers KOA. So it’s just, it’s. I don’t know. I can’t pick one. I love too many of them, which is my problem and why I’m always on the road and traveling. . Cassady Quintana: It’s a good problem to have. Kim Wootteon: Exactly. I know, right? Ryan Embree: That’s what I was gonna say. . Well, we appreciate you playing along with us. As we wrap up today, we always have kind of a tradition to, especially, with some of our industry leaders that we get the opportunity to speak to multiple times. You teased back in March, you had working on that revamped website that we talked about you formed a new AI team. What’s the status of those projects? And then maybe just looking into the future, what’s your vision for, for KOA as we wrap. Can’t believe I’m saying this. Wrap up 2026 and go into 2027. Kim Wootteon: Oh, my gosh. Yes. We, we are really hyper-focused on 2027 right now as a leadership team, which is crazy. I’m like, we’re all happy through 2026. But yeah, we ha – we’ve had a ton of really large projects this year as a brand, and really in, in that vein of trying to modernize our brand to meet the guest expectation, the owner expectations, and stay that, brand of choice. Both of our projects, the development of our AR team and the rebuild, redesign, and launch of our new website, as well as campground landing pages and a new content management system are going incredibly well. We are on track to launch in Q4 with a slew of continued enhancements throughout 2027. A lot of really AI-focused efforts for koa.com, specifically in trip planning and just communication on a site, as well as personalization. We know that that’s so important. How does a guest land on the site and how is everything really customized and tailored to what they’re looking for and what their needs are and how they’ve came to before? So those two teams have been really, really critical in, in the rollout of this project. And selfishly for me, the AI team does a, a lot of work with our internal teams, and how do we impl – improve the employee experience? So the work they’ve been doing just, I mean, so many efficiencies for my role and so many other roles across the organization around really quick access to data within our KOA ecosystem. Like every bit of data I could ever want to access is available through our AI platform. I am able to ask questions quickly, research things quicker, and really get to an end result, which makes the analysis of our business so much easier in identifying trends and opportunities. So those two pieces are just really game changers, not only for our brand, but in the industry right now. And 2077 is stacking up to be a pretty, pretty insane year as well, with just really double down focusing on how do we continue to attract guests, retain guests, really strong focus on that short-term leisure RV camper, and kind of that mash of how do we take all of our legacy campers and all of these new campers and really just exceed expectations to grow the business next year. Ryan Embree: Wel like I said, a true embodiment, a brand that is truly trailblazing in hospitality. So wish you luck with all of those projects. We’ll have to keep a close eye on which campgrounds we’ll do an onsite. I still haven’t given up on that dream of doing – Kim Wootteon: No, we’re, we’re gonna get you outdoors, Ryan. Ryan Embree: Let’s do it. I’m, I’m looking forward to it. I can’t, I can’t wait. So, Kim, we know you’re busy. Thank you so much for taking the time to join me and Cassady here on The Suite Spot. Kim Wootteon: Yes, thank you both. It’s a pleasure. Cassady Quintana: Thanks, Kim. Ryan Embree: All right. Thanks, everyone. And thank you for listening to Suite Spot. We’ll talk to you next time. To join our loyalty program, be sure to subscribe and give us a five-star rating on iTunes. Suite Spot is produced by Travel Media Group. Our editor is Brandon Bell with cover art by Bary Gordon. I’m your host, Ryan Embree, and we hope you enjoyed your stay.

Here's a number that should stop you: 11,000 pairs of jeans, sold in 36 hours, from one video posted by a customer with just 5,000 followers. That's the end result of years of work by Brieane Olson, CEO of Pacsun, who decided her brand needed to stop talking at its customers and start building with them. In this episode, Olson shares strategies from her new book, Co-Created, and what she thinks most companies get wrong about "community" in the first place. Learn more about your ad choices. Visit megaphone.fm/adchoices

Hanna Andersson has spent decades building a reputation for quality children's apparel that families trust and pass down from generation to generation. Aimée Lapic, CEO of Hanna Andersson, joins Retail Gets Real to discuss how the company continues to grow while staying true to its mission of championing childhood.(00:00:00) A customer-first career in retail(00:03:51) Leadership through teamwork and authenticity(00:08:50) Designing a brand around childhood(00:11:20) Turning resale into a competitive advantage(00:15:32) Building a culture designed for working families(00:20:24) What keeps customers coming backThe National Retail Federation is the world's largest retail trade association.Every day, we passionately stand up for the people, policies and ideas that help retail succeed.Resources:• Become an NRF member and join the world's largest retail trade association• Learn about our retail education platform, NRF Foundation, at nrffoundation.org• Learn about retail advocacy at nrf.com/advocacy• Find more episodes at retailgetsreal.comRelated:• 412: How Brieane Olson is shaping the future of youth retail at Pacsun• 360: How Kendra Scott's ‘fashion-for-philanthropy' vision transforms communities

In this episode, Adam Torres interviews Brieane Olson, CEO of PacSun, about her new book Co-Created: The Cultural Strategy That Redefined PacSun. Brieane shares how purpose-driven leadership, youth engagement, and co-creation helped transform PacSun into a leading youth lifestyle brand, earning recognition through a Harvard Business School case study and setting a new standard for community-driven growth. Watch Full Episode on ⁠Youtube⁠. --- Follow Adam on Instagram at ⁠https://www.instagram.com/askadamtorres/⁠ for up to date information on book releases and tour schedule. Apply to be a guest on our podcast: ⁠https://missionmatters.lpages.co/podcastguest/⁠ Visit our website: ⁠https://missionmatters.com/⁠ More FREE content from Mission Matters here: ⁠https://linktr.ee/missionmattersmedia Learn more about your ad choices. Visit podcastchoices.com/adchoices

Young consumers have always been a sought-after demographic for retailers — but what they value is always changing. Over the past several decades, Pacsun has sought to maintain a strong pulse on the evolving tastes of teenagers.  From viral jeans to strategic partnerships with creators, the mall-based retailer is once again winning over young people. For the first time in 18 years, the company is opening more new stores than it is closing. Pacsun's digital strategy is heavily weighted toward customers' personal interests and influences. The brand says it remains relevant through four key pillars: fashion, music, sport and art. And so in 2025, the company began releasing an annual Youth Report and announced its Youth Advisory Council. The two programs are an example of Pacsun leaning into customer participation and what it calls “consumers as co-creators.”  On this week's Modern Retail Podcast, senior reporter Gabriela Barkho is joined by Pacsun CEO Brie Olson, who recently released a new book called “Co-Created: The Cultural Strategy That Redefined Pacsun.”  In this interview, Olson discusses: The brand's early bet on TikTok Shop. Pacsun's new Youth Advisory Council and Youth Report. The brand's latest investment in a new mobile app as a hub for product drops and rewards.

Brieane Olson has spent nearly two decades helping reshape Pacsun. She joins Bloomberg's Tim Stenovec and Christina Ruffini to discuss the company's turnaround and her new book, "'Co-Created: The Cultural Strategy That Redefined Pacsun'See omnystudio.com/listener for privacy information.

In this episode, we sit down with Brieane (Brie) Olson, CEO of PacSun, for a conversation that is equal parts brand strategy masterclass and career inspiration. Brie has spent nearly two decades at PacSun — moving from design and product to marketing and digital before stepping into the CEO role three years ago — and has led one of retail's most remarkable transformation stories, taking the brand from bankruptcy to a Harvard Business School case study and a cult following with Gen Z. She opens up about the viral TikTok moment that shaped PacSun's entire philosophy around co-creation, why most brands are fundamentally misunderstanding Gen Z and Gen Alpha, and what it actually looks like to give your customers a real seat at the table — not just a focus group. She also digs into her own leadership journey, why she went back to school at 40, and what she'd tell anyone trying to build something meaningful from wherever they're starting. Her new book, Co-Created, is out now.Key Takeaways:// Treat your customers as co-creators, not an audience. The turning point in PacSun's story came when an everyday consumer — not a contracted influencer — filmed a TikTok in her bedroom that sold 11,000 pairs of jeans in under 48 hours. The lesson Brie took from it: when you truly empower customers to love and represent your brand, the results can far outpace anything a paid campaign produces.// Give Gen Z an actual seat at the table — not just a survey. PacSun's Youth Advisory Council brings together 14 young people aged 12 to 26 who function like a board of directors — weighing in on tech initiatives, marketing campaigns, and strategy. Social listening is a starting point, but the brands that win are the ones creating formal structures to involve their community in real decisions.// Experiential retail isn't complicated:  the mall is back, and unexpected pop-ups are winning. Gen Z and Gen Alpha want to touch product, hang out with friends, and be surprised. PacSun has seen major success showing up trackside at Formula One in Austin, at Goofball, and in other culturally-relevant spaces. Meeting the customer in moments that matter to them — not just in places convenient to the brand — is the new retail playbook.// You don't need a title to start leading. Brie's advice for early-career listeners: stay deeply curious, build relationships relentlessly, never stay too rigidly in your lane, and do more than what's expected of you. She also makes the point that identifying what's blocking your growth — and taking action on it — matters more than waiting for the right opportunity. She went back to school at 40. It's never too late to fill the gap.Connect with Brie: LinkedInGet a Copy of the Book: Amazon____Join the MHH Collective! The MHH Collective is a community for marketers and business owners to connect, ask real questions, and grow their careers together. Join for access to live Q&As with industry experts, a private Slack community, and ongoing resources: https://www.marketinghappyhr.com/mhh-collectiveSay hi! DM us on Instagram and let us know what content you want to hear on the show - We can't wait to hear from you! Please also consider rating the show and leaving a review, as that helps us tremendously as we move forward in this Marketing Happy Hour journey and create more content for all of you. ⁠Join the MHH Collective: ⁠Join now⁠Get the latest marketing trends, open jobs and MHH updates, straight to your inbox: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Join our email list!⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow MHH on Social: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠TikTok⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Facebook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

In this Leading With Strengths interview, Brieane Olson, CEO of Pacsun, discusses how she leads with purpose and data to build brand relevance and resilience.Guided by her top CliftonStrengths — Belief®, Arranger®, Strategic®, Responsibility® and Learner® — hear how Olson has led Pacsun through a brand transformation and why listening, learning and leading with strengths changes everything.The world needs great leaders who know their strengths and use them to create lasting impact. Leading With Strengths, Gallup's global leadership study, explores how the world's most influential leaders use their strengths to change the world.Subscribe to receive new Leading With Strengths interviews and learn more at www.gallup.com/leading-with-strengths. 

How do you reinvent a legacy retail brand for an entirely new generation without losing its identity in the process?In this episode of The Conscious Capitalists, hosts Timothy Henry and Raj Sisodia sit down with Brieane Olson, CEO of PacSun, to explore one of retail's most compelling transformation stories. Under Brianna's leadership, PacSun evolved from a struggling mall retailer into a digital first, purpose driven brand approaching $1 billion in revenue by embracing a bold philosophy: co-creation.Drawing from her new book, Co-Created, and a recently released Harvard Business School case study, Brieane shares how PacSun built deep cultural relevance with Gen Z and Gen Alpha by inviting young consumers directly into the brand building process. From the company's Youth Advisory Council to viral TikTok moments that moved hundreds of thousands of products organically, this conversation unpacks how listening became PacSun's greatest competitive advantage.But this episode goes beyond marketing strategy. Brieane opens up about her personal leadership evolution, the role of purpose in navigating uncertainty, and why conscious leadership requires both humility and courage. Together, Timothy, Raj, and Brieane explore the tension between brand control and customer participation, the challenges of sustainability in youth retail, and how AI is reshaping the future of commerce.Listeners will gain insights into:How PacSun transformed from a legacy retailer into a culturally relevant Gen Z brandWhy co-creation is a business strategy, not just a marketing tacticThe role of PacSun's Youth Advisory Council in shaping products, campaigns, and company directionHow a single organic TikTok moment helped sell more than 200,000 pairs of jeansWhy purpose and co-creation must work together to create authentic brand trustHow PacSun is approaching AI adoption across the organization while remaining intentionally human centeredThe operational challenges of moving at the speed of culture in modern retailWhether you're leading a consumer brand, navigating organizational transformation, or exploring what conscious leadership looks like in practice, this episode offers a powerful case study in how companies can grow by listening more deeply to the communities they serve.If you enjoy this podcast, would you consider leaving a review on Apple Podcasts/iTunes? It takes only a few seconds and greatly helps us get our podcast out to a wider audience.Please subscribe on Apple Podcasts / Spotify / Stitcher, or wherever you get your podcasts.For transcripts and show notes, please go to: The Conscious CapitalistsThis show is presented by Conscious Capitalism, Inc. and is produced by Rainbow Creative with Matthew “MoJo” Jones as Executive Producer, and Nathan Wheatley as Editor.CHAPTERS00:00 – Welcome & Introduction01:45 – Meet Brianna Olson & the PacSun Transformation05:35 – What Is Co-Creation? The Strategy Explained10:50 – The Youth Advisory Council & Gen Z Leadership18:30 – Purpose, Conscious Capitalism & Finding Her True North22:40 – The Viral TikTok Moment That Sold 200,000 Pairs of Jeans36:20 – Purpose as a Framework for Co-Creation40:00 – Building Community & Real-Time Customer Feedback50:50 – From $785M to Nearly $1 Billion in Revenue55:00 – How PacSun Is Using (and Not Using) AI01:05:00 – Sustainability, Suppliers & Affordability01:21:00 – Closing Thoughts & Final TakeawaysThank you for your support!Timothy & Raj

Brieane Olson talks about her book, “Co-created,” and her work as a merchant and now CEO in redefining the retailer for a new generation.

This week on Five Things Friday, Deal is back for a fast-moving conversation on the retail stories shaping the week.The episode starts with Revolve and Coachella, unpacking how event-based e-commerce is turning festivals into shoppable brand ecosystems. From Revolve Festival to Gap's Hoodie House and Rhode World, the discussion explores why the strongest brand activations are no longer just about visibility — they are about merging entertainment, experience, creators, and frictionless commerce.The conversation then moves into retail media and shopper technology, using new dunnhumby research to question whether shoppers really want “whiz-bang” retail tech or whether they are looking for better personalization, stronger value exchange, and more relevant relationships with retailers.Next, the hosts examine agentic commerce in grocery, including why grocery may be one of the first categories where AI-assisted shopping can make practical sense: repeat purchases, structured inventory, lower consideration, and clear basket-building opportunities.Chapter Timestamps00:00 Intro: Deal is back for Five Things Friday00:38 Revolve, Coachella and event-based e-commerce01:21 Shoppable festival experiences and Instagram commerce02:07 Coachella brand activations: PacSun, Gap and Rhode03:26 Event-based retail and the shrinking path from “see it” to “buy it”03:45 dunnhumby research on retail media and shopper technology04:32 Personalization, data exchange and what shoppers actually want05:13 Why grocery is a strong fit for agentic commerce05:57 Instacart, ChatGPT and full-checkout grocery shopping06:45 Walmart's commerce strategy and GLP-1 health services07:51 Walmart's Sparky AI assistant and assisted recommendations09:18 Gap, Victoria Beckham and the affordable luxury push10:27 Source articles and closing thoughtsSource links mentionedRevolve:https://www.revolveclothing.es/clothing/br/3699fc/?navsrc=mainVogue Business / Coachella brand activations:https://www.vogue.com/article/coachellas-big-brand-renaissancedunnhumby Retail Media Report 2026:https://resources.dunnhumby.com/retail-media-report-2026/how-do-shoppers-feel-about-the-future-of-retailWalmart GLP-1 support services:https://corporate.walmart.com/news/2026/04/16/walmart-expands-access-to-weight-management-support-services-for-customers-on-or-exploring-glp-1sThe Guardian / Victoria Beckham and Gap:https://www.theguardian.com/business/2026/apr/20/victoria-beckham-gap-

Recorded live at Shoptalk Spring 2026 by host Isaac Morey, the conversation features Amera Khalil, Director of Strategic Account Management at Commerce — the parent brand behind Feedonomics, BigCommerce, and MakeSwift. Together, they cover what brands actually need to do to stay visible as AI-powered discovery takes over consumer behavior. It's a practical, no-fluff conversation that's worth your time whether you're running a lean SMB operation or managing enterprise-level feeds.Key TakeawaysData quality is the foundation. Before any AI strategy works, your product feeds need accurate titles, descriptions, sizes, and attributes.Enriched data isn't one-size-fits-all. Enrichment requirements vary by brand, category, and channel — and they need to match today's conversational search queries.Agentic commerce is already operational. Commerce built a fully functional agentic checkout experience for PacSun on Perplexity in under 30 days.Don't deploy AI for AI's sake. Without a clear business objective, AI implementation creates confusion rather than results.SMBs need to act now. LLM visibility isn't exclusive to enterprise brands — smaller businesses can start preparing today.Human oversight isn't optional. Quality assurance guardrails protect brand integrity and keep AI-generated content on point.Have AI conversations out loud. Brands strategizing behind closed doors miss partners who may already have the solutions they need.Episode SummaryAmera opened by describing Commerce's three-brand structure. Feedonomics handles intelligent product feed management, BigCommerce powers flexible e-commerce experiences, and MakeSwift enables agile front-end design. She described Feedonomics' core value simply: taking complex data, making it clean and structured, and distributing it intelligently across every relevant channel.From there, Isaac asked the big question: how is AI changing e-commerce? Amera's answer was direct. The traditional marketing funnel — performance ads, tracking, attribution models — is collapsing. Consumers are now using Perplexity, ChatGPT, and Claude not just for research but for actual purchase decisions. "The biggest change in e-commerce," she noted, "is the preparation to be visible on these LLMs while maintaining the quality of your data."She broke agentic commerce readiness into clear layers. First, brands need solid foundational data — accurate product titles, descriptions, brand names, sizing. Without that, nothing else works. On top of that, brands need enriched data that responds to how people actually search today. Nobody's typing "suitcase" anymore. They're saying something like, "I'm going on a trip, I want something light, and I tend to overpack." Product data has to meet that kind of specificity.Interestingly, she was candid about the complexity of getting onto LLM channels: "Just because you're a brand doesn't mean that your feed is going to be accepted." Approval processes are real hurdles, and the backend requirements — syncing inventory, enabling checkout, integrating payments — go well beyond what most marketing teams expect.The PacSun case study was the episode's standout moment. Commerce built a complete agentic checkout experience for PacSun on Perplexity in under 30 days, during the holiday season. Shoppers could find PacSun jeans, select their size, and check out via PayPal — receiving a confirmation email from PacSun directly. "This is thrilling," Amera said, "because it's changed the way that we are looking at our expectations as consumers."On AI risks, she stressed quality assurance. Feedonomics uses internal benchmarking systems that flag AI-generated content not meeting brand standards before it goes live. She also flagged a generational nuance: Gen Z consumers can detect cold, scripted AI content, and they don't respond well to it. Adjusting content based on audience expectations isn't a nice-to-have — it's essential.For SMBs, her advice was to start with a data audit. Centralize your assets, identify missing fields, and find a feed partner who can submit requests to LLMs on your behalf. As she put it, "even if you're small, medium, or you're the big kahunas in the industry, you have to be present and you certainly have to be visible."Final ThoughtsIn this new era, AI agents act on behalf of shoppers — searching, comparing, and even checking out across multiple channels, often without ever visiting a merchant's website. These AI-driven experiences are seamless, contextual, and increasingly the default for how consumers interact with commerce online.  Amera's message throughout this episode is clear: preparation beats hesitation every time.So here's the question worth sitting with — if your brand's data isn't ready for an agent to read it, how feed-y is your commerce strategy for what's already here?This has been produced in cooperation with Content Cucumberhttps://www.contentcucumber.com/Chapters00:00:00 — Introducing Amera Khalil and Commerce00:00:22 — What Feedonomics Actually Does00:00:46 — BigCommerce and MakeSwift Explained00:01:09 — How AI Is Changing E-Commerce00:01:59 — How Consumers Are Using LLMs to Shop00:02:38 — The Rise of the Brand Agent as Consumer00:03:13 — How Brands Can Prepare for Agentic Commerce00:03:50 — Why Data Quality Is the Foundation00:04:28 — What Data Enrichment Actually Means00:05:15 — Matching Long-Tail Search Queries with Enriched Feeds00:05:52 — AI Risks and the Humans-in-the-Loop Element00:06:25 — Quality Assurance and Guardrails for AI Content00:07:15 — How Brands Are Adapting — Real Customer Journeys00:08:05 — Enterprise Brands Going Live on LLMs00:09:33 — The PacSun Agentic Checkout Story00:12:58 — Advice for Small and Medium-Sized Businesses00:14:54 — Why Every Brand Needs to Be Visible on LLMs by 202800:15:45 — The Feedonomics Framework for Readiness00:16:02 — Amera's Hot Take from Shoptalk00:16:56 — Final Thoughts and What's Getting Exciting Again

Brieane Olson has spent nearly two decades helping reshape Pacsun. She joins Retail Gets Real to share what it takes to evolve a legacy retail brand without losing sight of the customer. With a retail career that began at age 15, her foundation in fashion still shapes how she leads today. The connection point between product and consumer remains an energizing part of her career journey, and influences how she leads people, sets strategy and guides the business through constant change.(00:00:00) Olson's path to CEO(00:07:40) Pacsun's evolution from retailer to brand(00:12:58) Inside Olson's new book, “Co-Created”(00:15:16) Leading through change and uncertainty(00:20:20) Why leading mission-first is essential for the future of retail(00:24:10) What Gen Z and Gen Alpha are saying nowThe National Retail Federation is the world's largest retail trade association.Every day, we passionately stand up for the people, policies and ideas that help retail succeed.Resources:• Preorder “Co-Created” by Brieane Olson• Become an NRF member and join the world's largest retail trade association• Learn about our retail education platform, NRF Foundation, at nrffoundation.org• Learn about retail advocacy at nrf.com/advocacy• Find more episodes at retailgetsreal.comRelated:• 411: Redefining JCPenney for today's customer• 401: How Old Navy is building opportunity at scale

Welcome to Five Things Friday – USA Edition.Each week we break down the most important signals shaping retail in the United States in under 15 minutes.This week Jill Dvorak joins the conversation to unpack major shifts across AI commerce, value retail expansion, festival marketing, celebrity entrepreneurship, and global brand strategy.In this episode we discuss:• ChatGPT pausing “agentic commerce” and what it means for retailers• Why off-price retailers like Ross, TJX and Burlington are expanding rapidly• Primark's US growth strategy and the rise of value retail• How brands like PacSun are using festival culture to reach Gen Z• Paris Hilton's 11:11 Media initiative supporting women entrepreneurs• Uniqlo's community-driven retail strategy, from Formula 1 collaborations to local cultural partnershipsThe conversation explores how retailers are navigating AI disruption, shifting store formats, experiential marketing, and new consumer behaviors.About the ShowFive Things Friday is a fast-paced retail briefing highlighting the five biggest retail developments each week.Hosted conversations focus on retail innovation, consumer trends, ecommerce, AI, logistics and brand strategy.Key Retail Topics CoveredAI shopping and agentic commerceOff-price retail growth in the USPrimark US expansion strategyFestival marketing and Gen Z retail engagementCelebrity entrepreneurship and retail fundingUniqlo collaborations and community retailChapters00:00 Introduction – Five Things Friday USA00:00 Jill Dvorak returns to the show00:00 ChatGPT pauses agentic commerce and AI shopping00:01 Why AI commerce is difficult to scale00:02 Why retailers benefit from the pause00:02 AI glossary for retail leaders00:03 Off-price retail expansion in the US00:03 Ross planning 110 new stores00:04 TJX, Burlington and BJ's growth strategy00:04 Smaller store formats replacing mall anchors00:04 Primark expanding across the US00:05 Festival season and brand marketing00:06 PacSun's strategy at music festivals00:07 Building brand relevance with Gen Z00:08 Paris Hilton supporting women entrepreneurs00:09 Retail initiatives through 11:11 Media00:10 Uniqlo collaborations with Disney and Formula 100:10 Uniqlo's New York community partnerships00:11 Why Uniqlo balances staples and culture00:11 Episode wrap-up and closing

What does it take to shape a brand that resonates with an entire generation? Brieane Olson, CEO of Pacsun, joins Heidi Zuckerman to discuss creativity, cultural relevance, and values-driven leadership at one of the most influential youth lifestyle retailers in the world.From strategic partnerships with icons like A$AP Rocky and Kendall Jenner to a $5M investment in Inglewood schools, Brieane shares how she blends purpose with performance. With nearly two decades at Pacsun and a career spanning merchandising, marketing, and digital transformation, her approach is both bold and deeply human.In this episode, Brieane and Heidi explore:•The art of building authentic collaborations•Why community investment isn't a strategy, it's a responsibility•Leading with empathy, innovation, and intention•What Gen Z and Gen Alpha expect from brands today—and how art plays a roleThis conversation is about more than retail. It's about culture, connection, and leadership in a rapidly changing world.

As we kick off 2026, Retail Remix is spotlighting some of the most illuminating moments from last season that bear repeating. In this special episode, host Nicole Silberstein revisits standout insights from 2025 that continue to resonate as the industry navigates AI, shifting consumer expectations and the evolving role of physical retail.Highlights Include:Why retailers must do (beyond optimizing their product data) to stay visible in AI-powered search platforms;How “napkin math,” that is, thinking in orders of magnitude, can help leaders better size opportunities and manage expectations;What truly drives brand value and affinity today, and why investing in brand equity during times of disruption pays off;How PacSun has so successfully created a culture of community and how other brands can do the same;What today's consumers are really looking for from store experiences; andWhy resale hit a tipping point in 2025 and what that means for brands' circular efforts in 2026.Full Episodes & Related LinksEpisode 252: What $24B in Prime Day Spending Tells Us About H2Episode 268: AI Reality Check: Klaviyo CEO on What's Hype, What Matters & What Comes NextEpisode 255: The Experience Equation: What Retailers Need To Get RightEpisode 259: Pacsun's Formula for Relevance: Youth Culture + Co-CreationEpisode 254: Inside ThredUp's Surge: What's Fueling Resale's SurgeEpisode 246: Lessons from the World's Top BrandsGet more retail industry insights from Retail TouchPointsSubscribe and catch up on all episodes of Retail Remix

Interview Date: August 10th, 2025 Episode Summary:In this powerful and uplifting episode, we sit down with Aubrey Fisher — dancer, recording artist, and creative powerhouse — who went from teaching himself choreography in his living room to sharing stages with Jason Derulo, Snoop Dogg, Kendrick Lamar, DaBaby, and Tyga.Aubrey opens up about his unique path into the entertainment industry, revealing how he went from a college basketball player to one of the most recognizable names in commercial dance. Raised by a musical family, including his mother Angie Fisher, a Grammy-nominated vocalist, Aubrey shares how faith, discipline, and divine timing shaped his evolution as both a performer and a person.He takes listeners behind the curtain of tour life — from the long rehearsals and creative highs to the loneliness and grind that come with chasing big dreams. Aubrey also discusses how he transitioned from dance into music, using his platform to inspire and connect through storytelling, vulnerability, and sound.Throughout the episode, Aubrey drops gems on consistency, humility, networking, and staying grounded, while encouraging the next generation of dancers to embrace their individuality and to never give up, even when the path isn't linear.This episode is perfect for dancers, aspiring choreographers, and creatives who dream of turning passion into purpose — and proof that you don't need a traditional background to make it to the topShownotes: (0:00) – Welcome & intro to Aubrey Fisher's journey(9:30) – Growing up dancing & balancing basketball dreams(11:56) – First dance class at Millennium Dance Complex(15:01) – Creating videos & finding confidence through content(18:37) – From 2017 videos to viral success(20:43) – Influence of Grammy-nominated mom, Angie Fisher(23:26) – Joining Jason Derulo's tour & worldwide travel(27:14) – Tour life highs, lows & mental balance(35:04) – Industry lessons: business, ethics & awareness(1:29:49) – Final advice: stay humble, authentic & resilientBiography:Aubrey is known for his phenomenal dance skills and captivating stage presence, but now he's taking the music world by storm. A rising star creating his own lane with a sound of music, singer, songwriter and professional dancer. Aubrey is a recording artist from Pasadena, California. At a young age, Aubrey was very much surrounded by music and entertainment by his Mother "Angie Fisher". A Grammy nominated singer who performed background vocals for Michael Jackson, Kelly Clarkson, Jennifer Lopez, Missy Elliott, Keisha Cole, Jamie Foxx, Michael Bublé and many more. Aubrey played basketball in college for one year to later quit to pursue his career as a professional dancer at the age of 19. Aubrey has made a remarkable fan base on social media and has accomplished many success in the dance industry and worked on jobs like Super Bowl, Samsung, Toyota Corolla commercial, Pacsun, Celsius, and many more. Aubrey has also worked with artists like Snoop Dogg, Kendrick Lamar, Dababy, Travis Scott, Jason Derulo and more. After a few years of working in the industry Aubrey has decided to build his career in music and says he wants to be the next “superstar”. Aubrey believes that he can make a huge impact in music starting off as an independent artist. Aubrey is an r&b, pop and hip-hop powerhouse vocalist and loves to create music for people to feel alive, happy, soulful and energetic. Aubrey is very versatile and loves to explore different styles of music, not only for himself but for the listeners as well.Connect on Social Media:Instagram: https://www.instagram.com/_aubreyfisher/

In this Mission Matters episode, Adam Torres  interviews Sienna Lewis, Pacsun Youth Council Member (PacSun) at the PacSun Purpose Partner Summit in Los Angeles. Sienna discusses how the Youth Council informs brand decisions, her approach to authentic collaborations, spotting scams, and why inclusive representation matters in fashion and campus life. Follow Adam on Instagram at https://www.instagram.com/askadamtorres/ for up to date information on book releases and tour schedule. Apply to be a guest on our podcast: https://missionmatters.lpages.co/podcastguest/ Visit our website: https://missionmatters.com/ More FREE content from Mission Matters here: https://linktr.ee/missionmattersmedia Learn more about your ad choices. Visit podcastchoices.com/adchoices

In this episode of Mission Matters, Adam Torres sits down with Neil Saunders, Managing Director and Retail Analyst at GlobalData Retail, to unpack the findings from PacSun's new youth consumer report. Saunders explains how Gen Z and Gen Alpha are challenging old assumptions, demanding authenticity from brands, and reshaping industries with their democratic approach to consumption. Follow Adam on Instagram at https://www.instagram.com/askadamtorres/ for up to date information on book releases and tour schedule. Apply to be a guest on our podcast: https://missionmatters.lpages.co/podcastguest/ Visit our website: https://missionmatters.com/ More FREE content from Mission Matters here: https://linktr.ee/missionmattersmedia Learn more about your ad choices. Visit podcastchoices.com/adchoices

In this Mission Matters episode, Adam Torres interviews Brieane Olson, CEO of PacSun, live at the PacSun Purpose Partner Summit in Los Angeles. Brie discusses the company's first Youth Report exploring Gen Z and Gen Alpha insights, the creation of PacSun's Youth Council, and the brand's mission to champion purpose-driven partnerships with companies like Formula One and Adidas. Through data, collaboration, and authenticity, PacSun continues to shape culture and empower the next generation. Follow Adam on Instagram at https://www.instagram.com/askadamtorres/ for up to date information on book releases and tour schedule. Apply to be a guest on our podcast: https://missionmatters.lpages.co/podcastguest/ Visit our website: https://missionmatters.com/ More FREE content from Mission Matters here: https://linktr.ee/missionmattersmedia Learn more about your ad choices. Visit podcastchoices.com/adchoices

In this Mission Matters episode, Adam Torres interviews Richard Cox, Chief Merchandising Officer at Pacsun, during the Pacsun Purpose Partner Summit in Los Angeles. Richard discusses Pacsun's transformation into a purpose-driven brand, unveiling insights from the company's Youth Report on Gen Z and Gen Alpha. He also reflects on iconic collaborations with ASAP Rocky, The Met Museum, and Formula One — all tied to Pacsun's mission to create meaningful connections with the next generation. Follow Adam on Instagram at https://www.instagram.com/askadamtorres/ for up to date information on book releases and tour schedule. Apply to be a guest on our podcast: https://missionmatters.lpages.co/podcastguest/ Visit our website: https://missionmatters.com/ More FREE content from Mission Matters here: https://linktr.ee/missionmattersmedia Learn more about your ad choices. Visit podcastchoices.com/adchoices

As the lines blur between fashion, identity, and digital life, brands are racing to understand how today's youth are reshaping culture and commerce. Pacsun's new Youth Report 2025, produced in partnership with GlobalData, offers one of the most detailed portraits yet of Gen Z and Gen Alpha—two generations united by self-expression but divided by how they experience and influence the world. With 75% of Gen Alpha buying apparel for social media content and comfort leading the way in how youth define their style, the stakes for retailers are clear: understanding why young consumers shop is as important as what they buy.So, how can brands translate this generational insight into meaningful strategy? What can Pacsun's findings teach us about the future of identity-driven commerce, creator culture, and conscious retail?In this episode of Retail Refined, host Melissa Gonzalez sits down with Brieane Olson, CEO of Pacsun, to unpack the findings of the Youth Report 2025. Together, they explore how Gen Z and Gen Alpha are redefining creativity, consumption, and connection—and what it means for brands hoping to stay relevant in a culture that's evolving faster than ever.Key takeaways from the conversation...From Consumers to Co-Creators: Pacsun's “co-creation” model reflects a cultural shift where youth expect to participate in shaping brands rather than passively consuming them. Gen Alpha, especially, views collaboration as a default, not a privilege.The New Trust Economy: Authenticity now outweighs advertising. Both generations place a higher value on creator credibility and peer validation than on traditional brand messaging, forcing marketers to relinquish creative control.Culture and Well-Being as Brand Connectors: Music and mental health are key touchpoints for today's youth, giving brands a roadmap to build authentic, emotionally resonant connections beyond products alone.Brieane Olson is the CEO of Pacsun, where she leads with a focus on purpose-driven innovation, youth culture, and community impact. With nearly two decades at Pacsun, she has overseen the brand's transformation across merchandising, design, and digital strategy—advancing initiatives that blend creativity, inclusivity, and social responsibility. A Harvard Business School MBA graduate, Olson's career spans global fashion houses including Valentino and J.Crew, grounding her leadership in both creative vision and analytical business strategy.

This episode is brought to you by Commerce.Legacy brands from the Y2K era are back — but the smartest ones aren't just trading on nostalgia, they're reinventing themselves for today's digital-native youth.Pacsun is the poster child for this kind of strategic reinvention, and in this episode of Retail Remix the brand's Chief Merchandising Officer, Richard Cox, unpacks how the company is doing it. From activations at music festivals and college football games to its new Youth Advisory Council, Pacsun is co-creating its future alongside the very customers it serves. Listen in to hear:Why Pacsun's resurgence is about more than Y2K nostalgia;How the brand has transformed into a purpose-driven, youth-focused powerhouse;Insights from Pacsun's first-annual Youth Survey illuminating what matters to today's youth, with mental health and music topping the list;What co-creation looks like behind the scenes and how Pacsun pulls it off; andThe power of “anemoia” (and what it is). Related LinksExplore the latest collections and campaigns from PacsunDig into the results of Pacsun's Youth Survey, conducted with GlobalDataRelated reading: Pacsun Takes Co-Creation to the Next Level with New Youth Advisory CouncilRelated reading: Pacsun Follows the Music with Capsule Collection and Pop-Up at NYC's Governors BallLearn about Gen Z and Gen Alpha's shopping behaviors and how to connect on Retail TouchPointsCatch up on all episodes of Retail Remix -----How to Win Customers Across Every ChannelThis guide from BigCommerce brings you expert insights on data, branding, and marketing to help you grow sales across every major channel. Read the Guide.

This segment from the Omni Talk Retail Fast Five, sponsored by the A&M Consumer and Retail Group, Mirakl, Ocampo Capital, Infios, and Quorso, analyzes PacSun's groundbreaking Youth Advisory Council featuring top influencers. Chris and Anne debate whether this represents genuine youth engagement or clever marketing, and what it means for retail's future. 20:16 – Industry-first youth advisory structure 22:13 – Influencer-as-advisor model advantages 24:20 – CEO Brieane Olson's culture-building success For the full #fastfive episode head here: https://youtu.be/xSLvyg5Sze4 #pacsun #youthmarketing #influencers #genz #retail

Shoot us a Text.Episode #1149: We're live outside of EV Auto in Brentwood. Today, we look at how automakers have relatively kept car prices normal despite rising tariffs. Plus, Waymo and Lyft are teaming up to bring autonomous rides to the streets of Music City.Automakers have kept price hikes at bay despite billions in tariff-related costs from the Trump-era trade war. But the pressure is building—and price increases may be just around the corner.Automakers like GM and Ford are absorbing up to $5 billion and $3 billion respectively in tariff-related costs.Despite this, MSRPs have remained relatively flat—up less than 1% between March and August, per Edmunds.Some costs are being quietly passed along via fees like delivery, which jumped 8.5% to $1,507.Analysts expect prices to gradually increase as tariffs stick, with focus shifting to more profitable models.Hyundai's Randy Parker: “Our priority remains ensuring that we're competitive through affordability.”Waymo has announced a new partnership with Lyft to launch a robotaxi service in Nashville, with public access planned for 2026. The collaboration reflects a growing trend in autonomous mobility partnerships.Testing of Waymo's all-electric, self-driving Jaguar I-Pace vehicles begins in the coming months.Lyft will manage fleet services via its Flexdrive subsidiary, including maintenance and depot operations.Riders will first access vehicles through the Waymo app, with Lyft integration to follow.The deal mirrors Waymo's arrangement with Uber but gives users more choice in how to hail rides.“We're excited to partner with Lyft again to bring our Waymo Driver to more people,” said Tekedra Mawakana, co-CEO of Waymo.Mental health is quickly becoming Gen Z's top priority, outpacing physical health and academics. Retailers are responding by centering campaigns around well-being, using purpose-driven strategies to build trust and authentically engage young consumers.PacSun's “Youth Report” found 42% of Gen Z consumers rank mental health as their top life priority.Lululemon's research showed 89% of those with “wellbeing burnout” cite loneliness, and many feel overwhelmed by mixed wellness advice.L.L.Bean and Mental Health America found 79% of respondents say outdoor time improves mental health.Dunnhumby data showed Gen Z prioritizes mental health more than any other generation.“We have a unique opportunity to engage...to help them prioritize mental health,” said American Eagle's Jennifer Foyle.Join Paul J Daly and Kyle Mountsier every morning for the Automotive State of the Union podcast as they connect the dots across car dealerships, retail trends, emerging tech like AI, and cultural shifts—bringing clarity, speed, and people-first insight to automotive leaders navigating a rapidly changing industry.Get the Daily Push Back email at https://www.asotu.com/ JOIN the conversation on LinkedIn at: https://www.linkedin.com/company/asotu/

In this episode of The World According to Lo, I sit down with director, photographer, and creative powerhouse JoshyGonz — the man behind the camera at KevOnStage Studios. From grinding at PacSun and logging tapes at All Def Digital to becoming the backbone of Kev's daily content machine, Joshy shares his journey, lessons, and mindset as a one-man crew producing at scale.We talk about:How he transitioned from internships to full-time creative workThe lessons he learned producing content at All Def DigitalThe systems and communication strategies that keep him sane when deadlines pile upHis approach to gear, photo walks, and storytellingWhy relationships and word-of-mouth matter more than self-promotionHis vision for the future of digital storytelling and his own YouTube presenceThis is a masterclass in balancing creativity with execution. Tune in and learn how to navigate the content grind while staying true to your craft.

Turn online alignment into an offline community — join us at TheWayFwrd.com to connect with like-minded people near you. It's the best way to support this podcast and the movement we're building together: https://thewayfwrd.com/join/ Josh Bruni joins Alec for a conversation on his path from sports merchandising and scaling major consumer brands to leading Aires Tech in the field of “electric health.” He shares how experiences at companies like the Utah Jazz, Ancestry.com, and Pacsun shaped his view of technology's rapid growth, and how personal awareness of EMFs redirected his focus toward wellness. They discuss the unseen impact of non-native EMFs on health, the role of human intuition in a tech-driven world, and why electromagnetic awareness is becoming as essential as clean water, nutrition, and sleep. For more details, links, timestamps and resources mentioned in this episode, visit our website: https://thewayfwrd.com/content/ Links Aires Tech — https://rstr.co/airestech/twf25 - Use discount code TWF25 for 25% off Aires Certified Space - https://airestech.com/pages/aires-certified-spaces/?rstr=TWF25 The Way Forward podcast is sponsored by: New Biology Clinic: Experience individually tailored terrain-based health services with virtual consults, practitioner livestreams, movement classes, and more. The New Biology Clinic's motivation is to make you healthy and keep you that way. Visit https://NewBiologyClinic.com and enter code TheWayForward for $50 off your activation fee. Members of The Way Forward get the full activation fee waived. Become a member of The Way Forward here: https://thewayfwrd.com/membership-sign-up/ ————————— RMDY Collective: Dedicated to making homeopathy accessible with high-quality remedies and hands-on training. Discover how this holistic approach supports natural healing and empowers you to take charge of your wellness.  Enroll in RMDY Academy at https://rmdyacademy.org/?bg_ref=MKho6KZowa Explore more at RMDY Collective at https://rmdycollective.org/?bg_ref=MKho6KZowa

Susie's shirt sparked a whole conversation about Ayn Rand, red flag books, Catcher in the Rye, incels, back-to-school hauls, PacSun jeans, the great jeans/genes scandal, and Lauren Sanchez. And none of it was planned. So buckle up. We debate whether/how we can regulate adult content online to limit its exposure to children without compromising free speech and ushering in a surveillance state, and well, we get nowhere. We find out about a UK drug lord whose undoing came from an unlikely informant, and it taught us why you should never trust someone with an unusual pet. We learn how much birds are pooping, and we're not ok. And scientists found out which type of music mosquitoes hate, and let's just say Susie feels vindicated.Brain Candy Podcast Website - https://thebraincandypodcast.com/Brain Candy Podcast Book Recommendations - https://thebraincandypodcast.com/books/Brain Candy Podcast Merchandise - https://thebraincandypodcast.com/candy-store/Brain Candy Podcast Candy Club - https://thebraincandypodcast.com/product/candy-club/Brain Candy Podcast Sponsor Codes - https://thebraincandypodcast.com/support-us/Brain Candy Podcast Social Media & Platforms:Brain Candy Podcast LIVE Interactive Trivia Nights - https://www.youtube.com/@BrainCandyPodcast/streamsBrain Candy Podcast Instagram: https://www.instagram.com/braincandypodcastHost Susie Meister Instagram: https://www.instagram.com/susiemeisterHost Sarah Rice Instagram: https://www.instagram.com/imsarahriceBrain Candy Podcast on X: https://www.x.com/braincandypodBrain Candy Podcast Patreon: https://www.patreon.com/braincandy (JOIN FREE - TONS OF REALITY TV CONTENT)Brain Candy Podcast Sponsors, partnerships, & Products that we love:Cancel your unwanted subscriptions and reach your financial goals faster at https://rocketmoney.com/braincandy today.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

What does it take to stay relevant in the fast-moving world of Gen Z and Gen Alpha? For Brieane Olson, CEO of PacSun, it's all about purpose, co-creation, and bold innovation. From signing the Jenner sisters before they became household names to bringing PacSun into Roblox and TikTok Shop, Breanne has made youth culture the company's North Star.In this episode of The Retail Pilot, co-hosted by Melissa Gonzalez, we dive deep into how PacSun evolved from a legacy mall brand to a billion-dollar leader in digital-first, Gen Z–centric fashion and what other retailers can learn from their fearless approach.In this conversation, Brieane shares:Her start in retail at age 15 and journey to the CEO seatHow co-creation with micro-creators is driving viral sales and brand affinityThe power of music, festivals, and physical retail in the digital ageHow PacSun uses AI across its stores, associate experience, and creative strategyThe evolving role of Gen Alpha and why brands must meet them where they areWhy social commerce is no longer optional and how to build it authenticallyHer leadership philosophy rooted in purpose, curiosity, and constant evolutionWhether you're a retail executive, marketer, founder, or just obsessed with youth culture trends, this episode is full of actionable insights on what it takes to lead with relevance, empathy, and a fearless willingness to evolve.If you loved this conversation, don't forget to follow and rate the show, and share this episode with someone who's building the next big thing in retail. Your next favorite strategy might just be one listen away.Hosted by Ausha. See ausha.co/privacy-policy for more information.

In this Mission Matters episode, Adam Torres interviews Brieane Olson, CEO of Pacsun, on how the brand harnesses youth culture, social listening, and artist partnerships to drive viral success. From the breakout Casey Jean moment to Post Malone collabs, Brieane shares how Pacsun stays culturally relevant while empowering the next generation of creators. This interview is part of the Milken Global Conference coverage by Mission Matters. Big thanks to the ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Milken Institute⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ for inviting us to cover the conference. Follow Adam on Instagram at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.instagram.com/askadamtorres/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ for up to date information on book releases and tour schedule. Apply to be a guest on our podcast: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://missionmatters.lpages.co/podcastguest/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Visit our website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://missionmatters.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠More FREE content from Mission Matters here: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://linktr.ee/missionmattersmedia Learn more about your ad choices. Visit podcastchoices.com/adchoices

Episode Notes:Brieane Olson has spent 18 years shaping Pacsun into a youth-focused lifestyle brand, stepping into the CEO role in 2023 after serving as President. Known for her digital-first mindset and passion for innovation, she's deeply committed to empowering teams and promoting mental health awareness.  Key Takeaways:How Pacsun builds long-term brand loyalty through purpose and authentic partnershipsWhy vulnerability and intentionality are essential tools for leaders todayMoving beyond trends to a multi-pillar strategy rooted in California lifestyleThis episode is a must-listen for anyone curious about brand evolution and genuine leadership—reminding us all that staying real is the key to staying relevant. Please rate and review this Episode!We'd love to hear from you! Leaving a review helps us ensure we deliver content that resonates with you. Your feedback can inspire others to join our Take Command: A Dale Carnegie Podcast community & benefit from the leadership insights we share.

Sponsorships aren't just about slapping your logo on something anymore. If you want to make an impact, you need to think bigger, bolder—and know when to step into the driver's seat.That's the appeal of F1 sponsorships, where precision meets pageantry, and brand integration is as strategic as the race itself. In this episode, we tap into that high-speed energy with the help of our special guest, Ondar Tarlow, marketing consultant for action sports. Together, we explore what B2B marketers can learn from global sponsorships, smart storytelling, and knowing when to go all in—and when to walk away.About our guest, Ondar TarlowOndar Tarlow has over 20 years of experience in marketing and branding. He's known for engaging audiences through data-driven insights and witty, creative storytelling to achieve results. He has been leveraging AI to boost campaign performance results by 5x with propensity models and cutting production time by 75% using Generative AI tools like ChatGPT and Adobe Firefly, all while upholding IP standards.As Chief Marketing Officer at Kinecta Federal Credit Union and Pacific Premier Bank, he spearheaded award-winning campaigns that resulted in over $1.7 billion in product volume and tens of thousands of new customers. These successes earned him industry recognition, including Diamond Awards for brand awareness and a Top 100 Marketer award.Currently, Ondar serves as a marketing consultant for motorsports, financial, and lifestyle brands, partnering with organizations like Fast Lane Drive. His passion for motorsports, including attending 11 Formula 1 races worldwide, inspires his focus on high-performance teamwork and precision. Ondar's sponsorship expertise - demonstrated through collaborations with the LA Chargers, LA Galaxy, Anaheim Ducks, Luft 10 (Porsche), and BeachLife Music Festival - highlights his ability to connect brands with their ideal target audiences. Ondar holds a BA in Psychology from California State University, Northridge, and has earned digital marketing certifications from UCLA and trained with the American Red Cross in Crisis Communications and Media Relations. Ondar is also dedicated to community development, serving on the board of Junior Achievement, which provides youth with financial education and career readiness tools.What B2B Companies Can Learn From F1 Sponsorships:Don't just show up—integrate. It's not enough to slap your logo on something and call it a day. True brand partnerships go deeper. “Really any company that can afford it, can get a logo. But when you're doing a true brand integration like Oracle has done with Red Bull, that's really where things can pay off.” The ROI comes from relevance, not just visibility. Think about how your product can become part of the story.No plan, no payoff. As Ondar puts it: “Plan, plan. plan. And then data, data, and data.” B2B marketers must tie sponsorships to broader company strategy from the very beginning. That means aligning with your CEO and CFO, knowing what problem you're trying to solve, and figuring out how to measure impact—before you sign the dotted line.Go niche to go big. F1's PacSun collaboration proves you don't have to outspend Rolex to make an impact. You just need the right story. “They really thought about it... and what they've been able to create is an interest in F1 from this demographic.” By focusing on Gen Alpha and teenage girls, PacSun built a new fanbase and drove fashion sales—without buying trackside banners. In B2B, the same principle applies: niche audiences, well-served, can generate outsized returns.Quotes*“You have to test. There's going to be periods of time where you're gonna do something new, and you can't be afraid to fail…When you're finding out something that's working, then you need to double down and you need to take the risks. You need to take those risks and move forward with them. Things that aren't working, don't marry yourself to them. Figure out what you need to tweak and then continue to test. Marketing is not an exact science.”*“ Plan, plan, plan, and then data, data, and data. So first off, the plan is you have to make sure you're aware of what the strategy is of the company that you're with. And if you're a CMO, you're obviously responsible for the marketing strategy, and you should have a seat at the table as part of developing the strategy as far as the company, in a whole. So that's first off, and then understanding exactly what the challenge is, and then how are you going to be able to come up with a solution based on the decisions that you're making based on brand integration. And then from there is what data can you capture and how can you utilize that data so that you can drive metrics and those reporting metrics to show exactly what the benefit is of the partnership is that you're involved with.”*“ Brands can really leverage [figuring] out what the storyline is. To get the human aspect to it. And I think that that is a great opportunity for brands to look at is that if they're gonna invest in a driver or they're gonna invest in a team is what personalities are making up that team there.”Time Stamps[0:55] Meet Ondar Tarlow, marketing consultant for action sports. [01:07] Why F1 Sponsorships?[02:59] Ondar's Background[04:50] The Rise of F1 in the US[06:34] Understanding F1 Sponsorships[11:28] ROI on F1 Sponsorships[15:03] Drive to Survive: Impact on F1[18:08] Anatomy of an F1 Sponsorship Deal[24:47] The High Stakes of F1 Sponsorships[28:25] The Appeal of F1 Events[29:32] Strategic Brand Integration in F1 Sponsorships[36:34] The Importance of Planning and Data in Sponsorships[40:53] Leveraging F1 Storylines for Brand Success[45:06] Final Thoughts and TakeawaysLinksConnect with Ondar on LinkedInAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. In today's episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. Create something remarkable. Rise above the noise.

When Michelle K. Hanabusa started making t-shirts to celebrate immigrant stories, she didn't expect to spark a movement. Here's how she grew Uprisers into a purpose-driven streetwear brand that partners with national retailers and powers community change.For more on UPRISERS and show notes click here. Subscribe and watch Shopify Masters on YouTube!Sign up for your FREE Shopify Trial here.

Brieane Olson is the CEO of PacSun, where she has worked for 17 years. With over two decades of experience in the retail industry, she spearheaded PacSun's collaborations with cultural figures like Kanye West and Kendall and Kylie Jenner. Brieane is also a board member at Women in Retail Leadership, Shoptalk, and Design Thinking for UC schools. In this episode… Fashion brands face the ongoing challenge of remaining relevant in youth culture. With shifting values, rapid trend cycles, and a demand for authenticity, many businesses struggle to connect with Gen Z and Gen Alpha in meaningful ways. How can brands stay ahead while building long-term loyalty with a constantly evolving consumer? Fashion, youth culture, and retail leadership expert Brieane Olson has transformed a leading youth fashion brand into a cultural movement by embracing innovation, co-creation, and purpose-driven leadership. She emphasizes balancing bold innovation risks with data-informed decisions, like investing in new technology early on while building long-term partnerships with influencers to drive trust and engagement. By leveraging social listening through platforms like TikTok and Discord, building a community through co-creation, and ensuring each initiative aligns with a clear, resonant mission, brands can build loyalty with younger generations. Tune in to this episode of the Up Arrow Podcast as William Harris welcomes Brieane Olson, the CEO of PacSun, to discuss staying culturally relevant in the fast-paced realm of youth fashion. Brieane talks about navigating brand evolutions, the role of technology in the future of retail, and lessons and tips for unlocking the next stage of brand growth.

In this episode of "Do This, Not That," host Jay Schwedelson declares that content is not king! He goes into detail about how the titles of your content and offers matter more than the content itself.Instead of focusing solely on website design or email formatting, Jay emphasizes that the names we give our content determine its success. Through engaging stories and real-world examples, he underlines the importance of A/B testing these titles to maximize engagement and conversion rates.BTW! GURU Conference is back!!!

Send us a textFor our Season Five Finale, we welcome Leanne Battelle, the restaurant review writer for the Marin Independent Journal (and the editor of the Real Deal Marin website) and Daedalus Howell, the editor of the Pacific Sun (and Bohemian) for a lively discussion on the state of the restaurant business 

A striking 86% of consumers now prioritize authenticity when choosing which brands to support, emphasizing the value of transparency, authentic connections, and relevance in today's market. True Religion, remains true to its roots in culture, sports, and music, through authentic partnerships and a modern approach to style. Leading this transformation, Chief Marketing Officer Kristen D'Arcy leverages collaborations with sports figures and cultural influencers to engage a new generation of consumers, maintaining the brand's cultural legacy while keeping it fresh.How can a heritage brand maintain relevance in a market dominated by digital-savvy, culture-conscious consumers? What does it take for brands to build authentic connections in today's landscape?In the latest episode of Retail Refined, host Melissa Gonzales discusses these questions with True Religion's first CMO Kristen D'Arcy, and former NBA star Corey Maggette. Together, they explore True Religion's unique approach to authenticity, nostalgia, and its integration into modern culture. From sports partnerships to Team True, D'Arcy and Maggette share insights on blending heritage with innovation to deepen consumer loyalty.Key Points:True Religion's “Team True” initiative handpicks brand ambassadors who have a genuine affinity for the brand, promoting organic connections with consumers.Embracing both nostalgia in fashion and current trends like the return of baggy styles keeps the brand rooted in its legacy while appealing to Gen Z and younger audiences.Strategic collaborations with sports figures and influencers align the brand with cultural elements, from music to sports, expanding its reach in an authentic way.Kristen D'Arcy is an award-winning global marketing leader with expertise in the luxury, fashion, and beauty industries, recognized on AdAge's 40 Under 40 and Top Digital Marketers lists. She has held key CMO roles at True Religion, HoMedics, and PacSun, driving digital innovation, content strategy, and high-performing e-commerce. Known for her strategic acumen and collaborative leadership, Kristen has successfully managed global teams and integrated marketing programs to deliver exceptional ROI for top-tier brands.Corey Maggette is a former NBA player with over 15 years of experience in professional basketball, including stints with the Orlando Magic, LA Clippers, and Golden State Warriors. Currently, he co-owns the French basketball team ASVEL Basket alongside Tony Parker and serves as an analyst for Bally Sports, covering the LA Clippers. In addition, Maggette is the founder of Maggette Basketball Academy, where he uses his NBA and European training experience to mentor and develop young athletes.

In this episode of The Lazy CEO podcast, Jim Schleckser, host and founder of The CEO Project, introduces Ilias Simpson, the new President of Cart.com. Ilias talks about Cart.com's comprehensive supply chain solutions, emphasizing its omni-channel capabilities and how they manage everything from digital storefronts to order fulfillment. He explains the company's end-to-end approach, handling fulfillment for big brands like PacSun and Toms. Cart.com's ability to offer integrated marketing, order management, and warehouse services sets them apart in a highly competitive market.

On this week's Modern Retail Rundown, the staff discusses the numbers behind this year's Prime Day, and what people bought during the two-day Amazon sales event. Following that, we're talking about Limited Too's comeback as it relaunches in Kohl's this week. Finally, mall-based retailer Pacsun is expanding further into activewear with a new men's athleisure line called ARC.

Constant exposure to laptops, cell phones, Wi-Fi routers, power lines, and other countless sources of electromagnetic fields (EMFs) can wreak havoc on your health. This silent assault might manifest as insomnia, relentless headaches, and even more dire conditions like cognitive decline and heart problems... Many of you have asked me about my defenses against these unseen dangers and whether the Aires Tech pendants and necklaces I wear truly offer protection. In today's episode, you'll have the opportunity to join me as I ask Josh Bruni of Aires Tech and Dr. Nicholas Dogris of Neurofield, Inc. the "tough" questions about the effectiveness of their EMF protection products. Get ready to explore cutting-edge technologies designed to shield you from EMFs and boost your overall well-being, uncover the science behind EMF protection devices, unpack the physiological impacts of EMF protection at the cellular, brain, and heart levels, and much more! Josh Bruni, the CEO of Aires Tech, is an entrepreneur and executive who has built and led strategies for consumer brands across a variety of categories including fashion, apparel, footwear, health and wellness, food and beverage, and tech. Although Josh is an entrepreneur at heart, throughout his career, he has led growth at many large brands including Pacsun, NordicTrack, 7 For All Mankind, Reckitt Benckiser, Ancestry. and others. Josh has a passion for entrepreneurship and has launched, led, and coached many startups including Lendio, Altra Footwear, and TeeFury. Dr. Nicholas Dogris is the CEO and co-founder of Neurofield, Inc., a company that develops specialized neurostimulation and neurofeedback modalities designed to restore functionality to the brain. He is a licensed psychologist in the state of California and specializes in health psychology, wellness, and mind-body physiology. He is an expert in quantitative electroencephalogram (qEEG) brain mapping and is a board-certified qEEG diplomate. He is also board-certified in neurofeedback through the Biofeedback Certification International Alliance (BCIA). Over the last 25 years, Dr. Dogris has developed numerous neurofeedback interventions and invented the NeuroField neurostimulation/neuromodulation system in 2007. In the clinic, he continues to innovate and create new ways to bring balance to the brain. So, if you're curious about how to protect yourself from the harmful effects of EMFs, tune in to discover ways to optimize your health in an increasingly wireless world. From the fascinating story of how EMF affects bees to groundbreaking studies on how to visualize and measure these protective fields, this episode has it all. Full Show Notes: https://bengreenfieldlife.com/emfpod Episode Sponsors: Manukora: Go to manukora.com/ben or use code BEN, you'll automatically get a free pack of honey sticks with your order — a $15 value. ZBiotics: Order with the confidence of a 100% money-back guarantee and 15% off your first order at zbiotics.com/BEN when you use code BEN. Vitaboom: Visit vitaboom.com/ben and use code BEN50 for 50% off your first month. LMNT: Go to DrinkLMNT.com/BenGreenfield to get a free gift with your purchase! MOSH: Head to moshlife.com/BEN to save 20% off plus FREE shipping on either the Best Sellers Trial Pack or their new Plant-Based Trial Pack.See omnystudio.com/listener for privacy information.

In episode 126 of the Sound In Marketing podcast, I discussed my impressions at Shoptalk 2024. This global conference focuses on the retail industry and how they are navigating the world of marketing and advertising. In a world of seamless experiences and omnichannel engagements, there's a lot more to navigate than there was even 20 years ago. Thank you to my guest Joe Laszlo, Head of Content US for Shoptalk, and to the entire team at Shoptalk for allowing me to join the conversation. Thank you also to Artlist for your lovely selection of background music that was used throughout this episode. If your company is ready to explore sound in its marketing, Dreamr Productions would love to help. We produce branded podcasts, sonic logos, and strategize branded sound plans. Send us a message at Dreamr Productions or connect with me on Linkedin, Twitter, and Facebook. Lastly, the Sound In Marketing podcast can be found here and on all the usual podcast players. Spread the word and tell your friends. The Sound In Marketing podcast is produced by Dreamr Productions and hosted, written, and edited by me, Jeanna Isham. Let's make this world of sound more intriguing, more unique, and more and more on brand.

Doug Weich, the Founder and CEO of Sophelle and Connecter for the Retail AI Council, and Shirley Gao, the Chief Digital and Information Officer of PacSun and member of the Executive Leadership Committee of the Retail AI Council, add their page to the Marketing Playbook. Hear how to embrace AI (Artificial Intelligence), follow your passions, watch out for shiny object syndrome, Doug's family ties to BJ's Wholesale Club, and Shirley's favorite use cases for AI. Connect with Doug and Shirley on LinkedIn and at RetailAiCouncil.com

How are smart retailers bringing their own customers into the mix as co-collaborators and co-creators? PacSun is a leader in this regard, making sure its brand resonates with Gen Z, and not just in product, but in overall vibe and messaging. Whether this means using its own consumers as models in advertising campaigns or soliciting Gen Z customer and staff input on creative projects, PacSun knows the benefits of inclusivity and community. In this fireside chat for retail business hub Retail Rx, Arthur Zaczkiewicz, WWD's executive editor of strategic content chats with Richard Cox, PacSun's VP of men's merchandising and design, and head of global partnerships, about why PacSun strategies like The Collective work so well. Watch the chat to learn: What is the PacSun Collective and how it engages with customers The four pillars PacSun uses for consumer success How PacSun keeps its finger on the pulse of an ever-shifting culture and arts environment How numerous arts, music and even Formula 1 collaborations drive interest and build community How PacSun hits inclusivity notes that resonate How the retailer stays “forever young” while engaging the next generation of youth Learn more about your ad choices. Visit megaphone.fm/adchoices

Get your FREE sample pack of LMNT electrolyte drink mix with any purchase at DrinkLMNT.com/GIRLBOSS. Some of Tori Robinson and Leah O'Malley closest friends thought they would fail. Who's laughing now? In today's episode of Girlboss Radio, Avery Francis catches up with the founders of Boys Lie. Their cool-girl loungewear broke the internet last summer when Ariana Madix from Vanderpump Rules wore their 1-800-Boys-Lie hoodie, not-so-subtly shading ex-boyfriend Tom Sandoval. Their clothing has been spotted on A-listers like Kylie Jenner, Zendaya, Ariana Grande, Dua Lip and many more—plus they've collabed with Forbes, Uber, REVOLVE, Urban Outfitters and PacSun, which solidified Boys' Lie as an industry trailblazer. In 2022, the brand achieved a staggering $8 million in revenue. Tori and Leah met in 2016 when they were both going through breakups with their boyfriends—who happened to be best friends. They formed an unbreakable bond and coined the mantra “Boys' Lie”.  Today, the Boys Lie founders talk about how much money it *really* takes to start a clothing brand, how other people's doubts fuelled their success and why it's so important to have a failure runway. Check out the Boys Lie podcast here: https://pod.link/1691013661 New episodes of Girlboss Radio drop every Tuesday. Never miss an episode by subscribing here: girlboss.com/pages/girlboss-radio-subscribe. Girlboss' very first course, Spark Your Career Renaissance, will help you unlock your differentiator to go from stuck to success. Learn more and enroll at course.girlboss.com/courses/spark-your-career-renaissance. Sign up for Girlboss Daily, our must-read morning newsletter, at girlboss.com/newsletter. You'll get A+ career advice, dream job postings, free coffee every Friday and a few emojis (because we're fun like that), delivered right to your inbox. Looking for your next dream employee? Post your open role on our Girlboss Job Board at jobs.girlboss.com.

Welcome back for another episode of Aces Space - sure to make you lol as you reminisce with us on our childhood obsessions from disney.com to tumbler and everything in-between, from all ages... were you going to Pac Sun, Zumiez, or Claire's?

In today's competitive business landscape, where efficiency and systems often take precedence, some leaders stand out for prioritizing people above all else. Brian, our guest, epitomizes this ethos. Brian worked in retail for 35 years, from the stockroom to the corner office. He was a VP of stores for PacSun and Urban Outfitters and most recently ran Old Navy stores in Canada. His new book helps people write or rewrite their career outcomes.

n Army lieutenant colonel who trained future officers will receive a reprimand but serve no jail time for spying on a changing room with a hidden camera at a store that caters to teenagers and young adults. Army Lt. Col. Jacob J. Sweatland served as chair of the Reserve Officers' Training Corps program at California Polytechnic State University in San Luis Obispo, CA when he was arrested for hiding a camera in a dressing room in a PacSun clothing store that was discovered by a teenage girl. Military legal experts say the case is the latest example of the military justice system letting senior officers off with a slap on the wrist for serious sex-related offenses. Though the store was off-base, the local prosecutor stepped aside from the case in order to let the Army prosecute Sweatland. A spokesperson for the district attorney's office called the offenses “outrageous and indefensible invasion of privacy.” A military judge sentenced Sweatland to be reprimanded at a Jan. 22 special court-martial at Fort Knox, Kentucky as part of a plea agreement with prosecutors, said Ian Ives, a spokesman for U.S. Army Cadet CommandYou can find every episode of this show on Apple Podcasts, Spotify or YouTube. Prime Members can listen ad-free on Amazon Music. For more, visit barstool.link/ZeroBlog30

On our new weekly lightning round mini ep with with Tyshawn Jones, we're fucking around with skating for PacSun, pancake asses, white barbers, Eric Adams, Chopped Cheese Skateboards, fingerboarding, pushing a 2002 Toyota Corolla, skating to country music, moving to Ohio, middle management drip, a live FaceTime and podcast pitch with his boy Na-Kel Smith, shrinking a foot and much more. For more Throwing Fits, check us out on Patreon: www.patreon.com/throwingfits.