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

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