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Last weekend, PacSun launched Malibu Native, a lesser-expensive line from the eclectic French label Le Petit Petit. Sounds a little like Modern Amusement for women.
"Drawing from the surf heritage of the West Coast, Malibu Native gets its inspiration from nature-loving fashionistas such as models Erin Wasson and Chase Cohl, and surfer Chandler Parr. Malibu Native is more laid back than Le Petit Petit's main line, a bit more retro and a lot less boho. But despite these differences, the label’s characteristic Parisian streak is still evident, such as when tiny black Eiffel Towers pop up on mint-colored bikinis. Right now the label is focusing on tees, swimwear, and jewelry but they have plans to design sweatshirts and fleecewear in the near future."
Model Kendall Jenner was on hand for the line's launch at The Grove. I find this a bit surprising as she was the face of Forever 21 last year. I guess models don't have non-competes. :)
Get familiar:
Malibu Native website here.
Le Petit Petit's site here and super lovely blog here.
Check out this must-read WWD article on Gary's vision for PacSun. I must say, this got me extremely excited for the year ahead. A few highlights:
- The turnaround blueprint includes pumping up the fashion quotient in juniors, reviving its shoe category and offering more exclusive items from vendors.
- Three key areas of focus: product, customer relevance and engaging shoppers in stores.
- Both Men's and Women's is targeting an older, more fashion-minded customer that has less to do with core action sports and more to do with a casual, culturally-aware lifestyle.
- The phrase “something special” came up a few times in terms of what they customer wants, and what PacSun will now deliver. Also a clear emphasis on speed and fashion.
PacSun is ironing out some kinks in its business, from customer service to inventories to real estate. But it's certainly not all doom and gloom.
Check out the commendable rebound performance for Guys in Q2. Their strategy to bolster, collaborate with and celebrate "heritage" brands appears to be paying off. Costner!
For Juniors, the story is not as pretty (Gibson)...but not surprising. Christine Lee has just begun to work her magic, and her impact won't be fully felt until Spring 2011. If Guys is an evolution, Juniors is the revolution. 
Post glossary:
- Comps: short for Comparable Store Sales, the standard measurement of retail productivity. It reflects the revenue of 1+ stores today vs. that same set of stores one year ago today.
- Gibson = bad
- Costner = good
Check out this amazing blog post about the "new" Juniors assortment at PacSun - Christine should be proud.
Excerpt: "...I have just come through about a year of exasperation with them over the preponderance of neon, plaid, and neon-plaid they insisted on stocking...I'm sorry if I don't find hot pink and lime green cheetah-print hoodies an appropriate item for my lifestyle, but that's the way it goes. A fourteen-year-old is free to snap that up, but it's not for me...So imagine my surprise to discover a few weeks ago that I suddenly want to buy everything Pacsun is stocking for fall. Rich colors, pretty patterns, sweet but simple dresses, and the skirt I'm wearing above..."
I keep getting served ads for PacSun - mainly for swim, both guys and girls. I'm sure this has nothing to do with my obsessive web searches for PacSun and everything to do with my youthful appearance. Totally. But I digress: it's happening in strange places where my mind is certainly not on summer or shopping, like Thesaurus.com. This suggests an ad network buy. I wasn't aware they were investing in online at the moment?
PacSun logged the #1 online coupon during the month of June. The traffic appears to stem from an email recruitment effort: Receive 15% off your first online order plus free shipping when you subscribe to PacSun's email (coupon sent to in-box). Coming in second: a $5 printable coupon for SuperCuts.
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