In 1998, John Moore and Melissa Carpenter sat across the table from the CEO of the most powerful mall retailer in the country. This small group was assembled to discuss the creation of a brand that would encapsulate the surf market and extend the company to the West Coast. Abercrombie had been led into dominance over the eastern and middle American states by refreshing over 500 stores and telling the A&F story in sharp visual imagery. Abercrombie had the eyes and ears of every teen across America. Scribbled on notebook pages during inspiration trips to southern California, analyzed over days of mall visits, and discussed over hundreds of hours of conversation between the team, the West Coast story came to life. Throughout this process, one store was always cited as the anchor point: PacSun. John & team always knew that they could unhinge the hold of this teen retailer if this West Coast vibe was presented with a well merchandised assortment and a compelling story. The story was written, the brand was named and the team went to work to create product that made this story come to life. This is the story of Hollister. Now, a 3 billion dollar global story. Original concept folder & design sketches Hollister, Columbus OH 1998
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When Tom Moore (of no relation) opened the then named Pacific Sunwear of California store in Newport Beach in 1980, he had the same mission as
many other so. Cal retailers at that time. An avid surfer himself, he wanted to sell trunks, boards & suntan lotion to surfers.
The first year was a success! After talks with his business partner that
were most likely similar to those had at Hollister, Moore decided to open
the second store at the mall. This was the revolutionary idea of bringing the surf lifestyle inside the mall where the kids hung out that ultimately led to
PacSun. It also allowed the retailer to take the idea to other states that did not share a coastline or the same weather patterns.
PacSun was the first to do this, and it has worked well for over two de-
cades. The brands formulated the story. PacSun was the destination to shop the California vibe.
Now, the consumer has changed, the mall has changed and many other retail chains have clustered into this competitive space.
It is time to regroup and have that same conversation again. Jeff Parker, Surf Shot Magazine California , 1981
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POP + PACSUN=
Market Research + Insights Branding + Marketing Refresh Retail Environment Refresh
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The Pop Studio gets it. We understand what surf and skate has become and where it is going to continue to evolve. The landscape has changed, and POP is at the helm of it all from art to music, to the best brands up and coming. Dynamic story telling comes together when product, marketing and the retail vision are in sync. The art of compelling story telling has proven a success across the board for John & Melissa, and now the POP team. With Pop’s lens, we will create the story and refresh PacSun’s retail experience both online & in-store. POP will create spaces the customer will want to inhabit, whether it is to “hang out” and become part of that story or to intermix on GSOM.com, a gathering place for art, music & clothing. POP will get PacSun back to those original ideals of providing the right assortment of the right brands, at the right time. We will recapture the attention of the youth market, both in-store & online.
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A few of our favorite interiors:
How POP will do it: • We will build the PacSun story & create the brand filter • Lose the Tilly’s, Zumiez, Wet Seal stigma Carhartt, Pop up shop London , 2012 An open and easy layout with a focused assortment tells the brand story.
• Choose to “innovate” within the surf/skate market • Create a relaxed shopping environment • Rework lighting, music & visuals to set the mood • Offer a focused product assortment of must-have brands • Offer DIY experiences that relate to vibe
Levi’s Store, Nicholas Adams Birmingham , 2012 Well organized displays give the right focus to categories.
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Teens make their own choices everyday. They choose to listen, see, touch and taste, absorbing the constant influences of technology at every sensory connection point. POP connects these points between marketing, product, and the environment to provide the experience. POP is connected to the market, and will use this insight to create the real story of PacSun.
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