HOW PACSUN PUTS COMMUNITY AND GEN Z AT THE HEART OF ITS RETAIL STRATEGY

That thinking has also informed Pacsun's first steps outside North America.

"Dubai has been an exciting example of that," Olson said. "It's a dynamic, global market with a young, fashion-forward consumer who embraces innovation while also valuing experiences that feel locally relevant."

Rather than exporting a proven retail formula, the company has focused on adapting to local consumers and Olsen said that this has reinforced something that she believes strongly at Pacsun, that the brand can travel, but that success comes from listening first and adapting thoughtfully.

"As we continue to explore opportunities internationally, we're focused on building meaningful, long-term relationships with consumers and communities, not simply adding locations,” she said.

The emphasis on physical retail comes at a time when many retailers continue investing heavily in digital channels but Olson argues that younger consumers no longer distinguish between online and offline experiences.

"Today's consumer doesn't think in channels," she said. "They expect a seamless, meaningful brand experience wherever they interact with us. They create opportunities for discovery, community and connection that simply can't be replicated online."

Research conducted by the retailer has reinforced that belief and she added:

“Our Youth Report showed us that young people are craving experiences and spaces where they can connect. There's also a real sense of nostalgia among younger generations — what we describe as a kind of anemoia — a longing for moments and experiences they may not have personally lived through."

That unexpected finding has influenced the company's thinking around malls and physical retail and the same philosophy has inspired the launch of Pacsun's PS Community Hub, which gives creators a platform to collaborate with the retailer while producing original content.

"It's the foundation for how we see creator participation evolving over time, including new opportunities that reward creativity and engagement," Olson said. "Our growth strategy is rooted in four strategic pillars that guide everything from our store experiences and brand partnerships to the communities we build. Expansion isn't about simply having more doors. It's about creating more meaningful opportunities to engage with our consumers.

"When stores become places where people can discover new brands, participate in community moments, attend events or simply spend time with friends, they become an extension of the community we're building."

Connection is also the central theme of Olson's session at NRF 2026: Retail’s Big Show Europe, and she argues that many brands misunderstand what that word really means.

"Connection starts with listening," she said. "One of the biggest shifts in retail today is that brands can no longer simply market to young consumers. They have to build alongside them. Through initiatives like our Youth Council, we bring young people directly into the conversation and give them a voice in how we think about products, storytelling, community and the future of our brand."

Olson expanded on that philosophy in her recent book, Co-Created: The Cultural Strategy That Redefined Pacsun, which explores how listening to younger consumers has reshaped the company's approach.

"The book reflects a belief we have at Pacsun: when you listen to your community and create alongside them, you build something that is more relevant, authentic and lasting," she said. "We wanted to move beyond assumptions and truly understand what is shaping this generation. Those insights help guide decisions across our business, from the products we create to the partnerships we pursue and the spaces we build."

That emphasis on dialogue has become increasingly important as authenticity rises up the agenda for younger consumers.

"For us, authenticity isn't a trend. It's an expectation," Olson stressed. "Young consumers have incredibly strong instincts for what feels genuine versus what feels performative. They want brands that consistently show up in ways that align with their values and reflect the culture they're actually experiencing. "Our goal isn't to react to culture, it's to participate in culture alongside our customers."

For attendees at NRF Europe, Olson hopes they leave with a different perspective on what successful retail looks like.

"Young consumers don't want to be marketed to. They want to participate. When young people feel seen, heard and valued, the relationship becomes much deeper than a transaction. That's how you build lasting brand loyalty, " she said.