Brieane Olson on What New Gen Z and Gen Alpha Research Means for Retail
Welcome to the Stage: An In-Depth Look at New Gen Z Research
Good afternoon, everyone. Please welcome to the stage your speakers for this session, an in-depth look at new Gen Z research. Sheena Butler-Young, senior correspondent at The Business of Fashion, and Brieane Olson, CEO of PacSun.
The conversation focused on what retailers often get wrong about younger consumers and why deeper research, not surface-level trend analysis, is critical to understanding the future of fashion and commerce.
Why PacSun Looked Beyond Traditional Gen Z Studies
Olson opened by acknowledging that Gen Z has already been widely studied, but she argued that much of the existing research fails to explain the underlying reasons behind their behavior.
Earlier this year, PacSun partnered with GlobalData to launch the PacSun Youth Report, conducting more than 6,000 interviews across both Gen Z and Gen Alpha. The goal was to move beyond stereotypes and uncover the emotional and behavioral drivers shaping how young people express identity, make decisions, and engage with brands.
According to Olson, youth behavior evolves so rapidly that insights from even six months ago may already be outdated. Establishing an annual benchmark allows PacSun to track meaningful changes over time.
Why Gen Z and Gen Alpha Are Not the Same
One of the clearest findings from the research is that young consumers are not a monolith.
PacSun found that 32 percent of Gen Z say they themselves are the biggest influence on how they think, feel, and make decisions. Gen Alpha, by contrast, relies more heavily on external influences such as family, creators, and digital platforms.
Gen Alpha is not only digitally native but also AI-native, growing up in a world defined by economic uncertainty, constant disruption, and rapid technological change. While both generations are creators, Olson explained that Gen Z tends to be more value-conscious, while Gen Alpha shows fewer legacy brand loyalties and a more open-minded approach to culture and expression.
Creativity, Not Arrogance, Defines Young Consumers
Addressing long-standing stereotypes, Olson rejected the idea that Gen Z's self-influence reflects arrogance. Instead, she described a generation that wants to create, co-create, and participate rather than be dictated to.
At PacSun, this has translated into a community-first approach, not traditional campaign-led marketing. Olson described Gen Z and Gen Alpha as storytellers who expect brands to invite them into the process rather than speak at them.
This mindset, she said, is reshaping how fashion brands must think about engagement, authenticity, and relevance.
What the Data Says About Value and Shopping Behavior
The research revealed that 57 percent of youth spend more than 40 percent of their clothing budget online, while 56 percent say they always look for the best deals and prefer cheaper options.
While value sensitivity is partly driven by economic reality, Olson noted that young consumers no longer separate online and offline shopping. They live in an always-on ecosystem and expect brands to meet them across physical stores, digital platforms, and social environments with equal fluency.
Despite digital growth, PacSun has also seen a renewed interest in physical experiences, from stores to concerts, sports, and art. For youth, commerce and culture are deeply intertwined.
How Social Commerce Became a Growth Engine
Social commerce now represents 10 percent of PacSun's business, driven largely by livestreaming and creator-led styling. Olson said the company has been investing in live commerce since 2018, taking a patient approach as the US market evolved differently than Asia.
The appeal lies in participation. Young consumers want to create content, express identity, and earn income through their creativity. PacSun's social commerce revenue has more than doubled year over year, with expectations to double again by 2026.
Olson described Gen Alpha as a "hustler generation," eager to monetize creativity at an early age.
Mental Health as a Non-Negotiable Brand Value
Mental health emerged as one of the most important findings from the PacSun Youth Report. For young people, mental health ranked above physical health and academics.
Rather than viewing this as alarming, Olson sees it as a sign of emotional awareness and openness. PacSun has responded by integrating mental health authentically into its partnerships and product strategies.
A key example is the brand's collaboration with Selena Gomez, whose denim collection supports expanded mental health resources for young people. Olson emphasized that authenticity matters more than overt marketing. When brands act with genuine intent, communities recognize it without needing to be told.
Culture, Sports, and Global Expansion
PacSun's cultural strategy spans fashion, music, art, and sports, including long-term partnerships with the Metropolitan Museum of Art and Formula One. These partnerships align with PacSun's core pillars rather than fleeting trends.
The Formula One collaboration also supports PacSun's global expansion, with the brand entering the Middle East. PacSun will open its first UAE store in April, followed by a second location at Dubai Mall in July.
Inside the PS Community Hub Launch
At NRF, PacSun unveiled the PS Community Hub, a creator-driven platform combining content, community, and commerce.
The platform allows creators of any size to participate, with no minimum follower requirement. Users can earn affiliate commissions, access creative tools, and unlock opportunities to co-create with PacSun.
Olson described the hub as future-facing rather than transactional, designed to empower creators with stability, ownership, and long-term opportunity rather than short-term exploitation.
The Takeaway for Retail Leaders
Olson closed with a clear message for brands trying to connect with younger consumers.
Go beyond social listening. Give young people a real seat at the table. Embrace co-creation as a long-term strategy, not a trend.
Success, she said, will not be measured by user counts or revenue alone, but by whether the community feels empowered, heard, and inspired. For PacSun, that is the true measure of relevance in the next generation of retail.
