412. How Brieane Olson is shaping the future of youth retail at Pacsun

In this episode of Retail Gets Real, host Jill Dvorak sits down with Breanne Olson, CEO of PacSun, to explore her transformative leadership journey and the brand's evolution into a purpose-driven, youth-centric retail powerhouse. Olson shares her roots in retail, from working in stores at 15 to leading global fashion ventures, and reflects on her shift from product-focused merchandising to a mission-driven leadership style centered on people and purpose. She details PacSun’s reinvention over the past decade—from a surf and skate heritage brand to a multi-pillar platform blending fashion, music, art, and sport—and highlights the strategic shift to over 50% branded product, fueled by deep consumer co-creation. A key theme is the company’s commitment to listening to Gen Z and Gen Alpha through annual youth research and a 14-member youth advisory council, which actively shapes strategy, mission, and innovation. Olson also discusses her upcoming book, *Co-Created*, a blueprint for brands to build alongside consumers, and the importance of balancing short-term operations with long-term vision, especially in the age of AI and agentic commerce. Her insights emphasize curiosity, psychological safety, and the courage to fail fast as essential for future-ready retail leadership. The episode concludes with a rapid-fire Q&A, revealing Olson’s admiration for Ethan Mollick’s *Co-Intelligence*, her love for Italian food, and her desire to experience life as a child today. She names Trader Joe’s as her favorite non-PacSun retailer, praising its joyful, simple model. Overall, the conversation paints a compelling picture of a retail leader who has redefined success not just in sales, but in impact, connection, and cultural relevance. Olson’s story offers a powerful blueprint for any brand navigating transformation in a world where consumers are co-creators, not just customers.