Word: brandsness
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The performance was especially impressive in light of the generally sluggish retail environment. But Pacific Sunwear, perhaps more than any other retailer, seems to have figured out how to cater to the fashion desires of that fickle yet reliably profligate demographic group, American teenagers. By stocking only the hottest surf...
Brentlinger has never surfed. She doesn't even swim, which might have disturbed the company's founder, dedicated surfer Tom Moore. He managed to find time for his first love even as the Newport Beach, Calif., surf-gear shop he opened in 1980 grew to an 11-store chain. In...
PacSun stores are located almost exclusively in suburban malls. A good portion of customers, like Brentlinger, don't live anywhere near a large body of water. But that has not diminished the appeal of PacSun's surfwear. Thanks to MTV and movies like Blue Crush, kids from Alaska to Alabama...
But to continue to grow, PacSun executives knew they had to push into additional niches. In 1998 the company, based in Anaheim, Calif., opened a new chain of stores called D.E.M.O. to pull in the hip-hop crowd. With their highly polished chrome-and-black decor, d.e.m.o. outlets aren't...
For many Japanese designers, collaboration also allows them to piggyback on the success of already established street brands. Japanese are even more attuned than Americans to the iconography of consumerism. This is, after all, an animation-crazed culture in which characters like Doraemon, Hello Kitty and Pikachu adorn everything from...