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Jack hopkins pacsun

19/12/2020 Client: saad24vbs Deadline: 7 Days

Pacsun: Surf n’ Skate


History 1982: Pacsun was founded by Jack Hopkins and Tom Moore in


Newport Beach


1999: Vans and Pacsun began a liability company to produce product together


- Made over $1 million in sales and added 10 stores


2008: They were acquired by Adrenalina for quite a bit of


stock exchanged


2013: Launched Kendall and Kylie Collection


2016: Filed for Chapter 11 Bankruptcy


2016: Golden Gate Capital ended up being the term loan lender for Pacsun


2020: Hard Rock Cafe Collaboration


Main focus: teens and young adults


Mission Statement & Strategic Vision


Mission Statement:


- “We listen to get the trends, the solutions, and find out what we are doing right. The rest of course is history”


Strategic vision:


- “PacSun is dedicated to delivering an exclusive collection of the most relevant brands and styles to a


community of inspired youth. Curated in Los Angeles.”


- to become the dominant, national specialty retailer of teenage apparel, footwear, and accessories


Company Philosophy


● Pacsun values the public’s opinion and is always looking to evolve and grow ● Sticking to their original roots as a surf shop is always important ● They aim to keep up with the latest trends, and include many popular brands in


their stores ○ Vans ○ Champion ○ Brandy Melville ○ Playboy ○ Kendall and Kylie


● Me to we: ○ Sustainable


Targets Surf:


- 2.3 million in US - Tends to be younger - 16-22 age range - 80% Male


Skate:


- Over 10 million in US - Majority under 18 years old - 14-20 - 20% are core skaters (skate regularly)


Surf Trends


● Professional surfers are getting younger ● Fighting for the environment ● Less “surf trips” ● Thermal linings for warmth


Skate Trends ● Number of Casual skaters is rising ● Competitions gaining viewers ● Skateboarding was supposed to be in the 2020 summer olympics ● “Funky and attractive graphics” ● Social media gains attraction for skating


The Line: Surf


- Boards - Wet suits - Bathing suits - Rash Guards - Surfboard cleaning/maintenance accessories - Wax


The Line: Skate - Beanies, Snapbacks - Tshirts - Long Socks - Skate shoes: VANS - Jeans - Collared long sleeves - Skateboards


- Wheels


- Decks


- Trucks


- Bearings


- Grip Tape


Inspiration: Surf


Inspiration: Skate


The Market: Surf


The Market: Skate


SWOT: Strengths


Strengths:


- Headquarters located in California - Includes lines of 2 popular sports - Pacsun’s age range fits with Surf n’ Skate - Pacsun already has an image with surfing and skating


- They don’t sell gear, fashion geared towards these sports, aesthic


SWOT: Weaknesses


- Price point may be way higher - $100-$400 - Differentiation is important


SWOT: Opportunities


- Roots of the company are in surf - Bring back true surfers/skaters to the brand - Trendy compared to competitors


SWOT: Threats


- Competitors have more knowledge of the market - Avid surfers/skaters may be loyal to other brands already - Covid-19 could cause manufacturing issues and delays


Brand Positioning


- The brand would be positioned as - Trendy


- Fresh ideas and new designs


- Never seen before


- Consumers want comfortable, trendy and practical gear to perform their sport in


- Roots in surfing and skating


Competitor: Surfdome


- Surf, Skate, Snow, and outdoor apparel and accessories


- Founded in 2006


- Surf: Essentials, Equipment, Wetsuits


- Skate: Equipment, Hardware, accessories.


Surf n’ Skate Compared to Surfdome


- Sells products from existing brands - Not very exciting or extremely colorful - Surfdome has more recognizable brands - They have clothing and equipment - Been around longer - We will only sell products from our own company


Sources FEATURE. (2016). Bankruptcy Week, 16(15), 5-6. Retrieved from https://sacredheart.idm.oclc.org/login?url=https://www-proquest-com.sacredheart.idm.oclc.org/docview/1782260817?accountid=28645


Scarano, G. (2016). PacSun emerges from chapter 11. Sourcing Journal (Online), Retrieved from https://sacredheart.idm.oclc.org/login?url=https://www-proquest-com.sacredheart.idm.oclc.org/docview/2273054948?accountid=28645


https://www.barchart.com/stocks/quotes/ZUMZ/overview


https://www.infrontanalytics.com/fe-EN/31622NU/Pacific-Sunwear-of-California-Inc-/financial-ratios


http://www.fundinguniverse.com/company-histories/pacific-sunwear-of-california-inc-history/


https://www.grandviewresearch.com/industry-analysis/surfing-apparel-accessories-market


https://publicskateparkguide.org/vision/who-are-skateboarders/


https://www.prnewswire.com/news-releases/skateboard-market-size-worth-2-4-billion-by-2025--cagr-3-1-grand-view-research-inc-300885354 .html


https://www.grandviewresearch.com/industry-analysis/surfing-apparel-accessories-market


https://www.tracksmag.com.au/news/surfing-trends-for-2019-517596


https://sacredheart.idm.oclc.org/login?url=https://www-proquest-com.sacredheart.idm.oclc.org/docview/1782260817?accountid=28645

https://sacredheart.idm.oclc.org/login?url=https://www-proquest-com.sacredheart.idm.oclc.org/docview/2273054948?accountid=28645

https://www.barchart.com/stocks/quotes/ZUMZ/overview

https://www.infrontanalytics.com/fe-EN/31622NU/Pacific-Sunwear-of-California-Inc-/financial-ratios

http://www.fundinguniverse.com/company-histories/pacific-sunwear-of-california-inc-history/

https://www.grandviewresearch.com/industry-analysis/surfing-apparel-accessories-market

https://publicskateparkguide.org/vision/who-are-skateboarders/

https://www.prnewswire.com/news-releases/skateboard-market-size-worth-2-4-billion-by-2025--cagr-3-1-grand-view-research-inc-300885354.html

https://www.prnewswire.com/news-releases/skateboard-market-size-worth-2-4-billion-by-2025--cagr-3-1-grand-view-research-inc-300885354.html

https://www.grandviewresearch.com/industry-analysis/surfing-apparel-accessories-market

https://www.tracksmag.com.au/news/surfing-trends-for-2019-517596

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