Once a go-to brand for millennials, Pacsun is now finding new ways to stay closely aligned with Gen Z’s evolving preferences. Over the past four months, the retailer has rolled out new tools and refined its campaigns using direct input from teens and young adults. In September, Pacsun launched its first Youth Advisory Council, a collective of actors and creators who regularly meet with company executives to weigh in on “creative aspects and strategy.” That same month, Pacsun published findings from its first Youth Report, drawing on responses from 6,000 Gen-Z and Gen-Alpha participants. The report covered topics ranging from mental health to social commerce. Using insights from both the Council and the survey, Pacsun then built a shoppable app called PS Community Hub. Within the app, customers can curate and purchase products and also earn commission-based income — a feature brand fans had been asking for. CEO Brie Olson described these efforts as examples of deeper “social listening” in an on-site interview with Modern Retail at the National Retail Federation’s Big Show last week. Pacsun’s chief merchandising officer, Richard Cox, also joined the conversation. Together, they outlined how Pacsun listens to its Gen-Z audience and then adapts its product drops, marketing, and technology accordingly. This data-driven approach has supported everything from collaborations with McDonald’s to expanding the brand’s mall footprint. Continue reading this article on modernretail.co. Sign up for Modern Retail newsletters to stay updated on the changing dynamics between retail’s legacy players and emerging brands.