PacSun, Seneca Rising Collaboration Ups Fashion Ante
Pacific Sunwear of California is taking strides in reinventing its image. From edgier, new marketing campaigns to a refreshed and more fashion-forward product mix that includes exclusive licenses and executive recruits from the likes of Urban Outfitters, the Anaheim, Calif.–based mall retailer is hoping to woo a savvier customer. The Trade Collective, a new initiative to foster collaborations with brands outside PacSun’s usual scope, is the retailer’s latest attempt to lure a more fashion-conscious shopper.
The initiative launches with a limited-edition project with Los Angeles–based contemporary knits and wovens line Seneca Rising. Available at PacSun stores nationwide on June 5, the collection includes versions of the brand’s signature prints and modern silhouettes for juniors.
“We are thrilled to showcase Seneca Rising as our first featured brand in The Trade Collective,” said Christine Lee, PacSun’s senior vice president of women’s merchandising and former general merchandise manager of Urban Outfitters, in a statement. “Seneca Rising is a perfect fit for PacSun as it embodies a modern bohemian style that speaks to our female customer.”
In PacSun’s fourth-quarter earnings report, Gary Schoenfeld, the company’s president and chief executive officer, said the retailer’s women’s business continued its downward trend of the past two years. “While we believe we have made progress in several critical areas, we clearly have much still to accomplish to turn this business around. Among our highest priorities include re-establishing our Spring/Summer women’s business, mitigating product-cost pressures and attracting new customers to PacSun,” he said. PacSun operates 825 stores in the United States and Puerto Rico.—Erin Barajas
