EFFIE AWARDS BRIEF OF EFFECTIVENESS Pacific Sunwear: Real Kids
Source: www.effie.org
Topic: Teen Fashion
Sort Desciption: was to go back to their roots and reinforce PacSuns position as the originator of this timeless teen fashion trend. PacSun is not a poser. ...
Content Inside: EFFIE Awards New York American Marketing Association 116 E. 27 th St. 6 th Floor New York NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2002: The information available through effie.org is the property of the New York American Marketing Association and is protected by copyright and other intellectual property laws. This brief may be displayed reformatted and printed for your personal use only. By using this site you agree not to reproduce retransmit distribute sell publicly display publish or broadcast the information to anyone without the prior written consent of the New York American Marketing Association. EFFIE AWARDS BRIEF OF EFFECTIVENESS Pacific Sunwear: Real Kids Brand Name: Pacific Sunwear of California (PacSun) Product Type or Description: Retail Apparel Store Category for this Entry: Specialized Retail/Etail Campaign Title: Real Kids Agency: Bates USA West Client: Pacific Sunwear of California (PacSun) Marketing Challenge In 1980 Pacific Sunwear started in California as an apparel store offering clothing brands inspired by the surf and skate culture. The company saw an opportunity to bring this timeless fashion trend from the beach into malls across the country. The company flourished as teens everywhere aspired to emulate this popular lifestyle statement. PacSun was the only place teens across America could get t-shirts and shorts from brands like Quicksilver Billabong and ONeill. As the popularity of board sports-inspired fashion escalated in the late 1990's other mall-based retailers and department stores began to offer similar surf and skate brands to teens. Generation Y had become an extremely influential consumer target and teen apparel competitors were making a concerted effort to get a share of their spending power. In this new competitive landscape PacSun's previous position as the purveyor of cool brands" was diluted and no longer unique. As a result PacSun's market share began to steadily decline. Because so much of their ef ...
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