Pacsun goes to Harvard Business School
Pacsun is now on the curriculum at the Harvard Business School
The teen specialty fashion retailer and its "co-creation" approach is the subject of a case study developed and led by Professor Cynthia Montgomery. The study examines the integration of consumer input into decision-making across product, content and marketing, bringing Pacsun’s perspective into direct dialogue with the next generation of business leaders.
The material invites students to examine the move beyond traditional top-down decision-making toward more dynamic, community-informed approaches. It also explores the balance between speed, scale and maintaining a consistent brand point of view, alongside the need to sustain performance and operational discipline.
The case study builds on on themes outlined in Pacsun CEO Brieane Olson's upcoming book,”Co-Created: The Cultural Strategy That Redefined Pacsun,” set for release on May 12.
“The concepts explored in my upcoming book are grounded in building with the customer, and incorporating that level of input introduces complexity that requires clarity, discipline, and alignment across the business,” Olson said.
Under Olson’s leadership, Pacsun has emerged as one of the key players in its niche by focusing on building community with its core audience and including its voice into marketing, product and other key decisions. In September, the company launched its Youth Advisory Council, which it described as a pioneering program that invites young consumers to have a seat at the table in shaping the brand's future.
Members meet regularly with Pacsun executives to share their perspectives on the same topics reviewed at leadership meetings, while also contributing new ideas that reflect the values and priorities of their generation.
In January, the retailer launched its new digital platform, PS Community Hub. Pacsun says the new platform integrates social connection, creator monetization, and co-creation opportunities, aiming to empower users to “shape the next generation of youth culture and style alongside Pacsun.”
To introduce the case study, Olson attended the initial teaching session at Harvard Business School, engaging directly with students on the opportunities and trade-offs of applying co-creation at scale. The discussion focused on balancing real-time consumer input with clarity, consistency and performance across the business.
