Fashion, Identity, and Digital Life Collide: Why Brands Must Listen, Collaborate, and Co-Create With the Next Generation of Youth

As the lines blur between fashion, identity, and digital life, brands are racing to understand how today’s youth are reshaping culture and commerce. Pacsun’s new Youth Report 2025, produced in partnership with GlobalData, offers one of the most detailed portraits yet of Gen Z and Gen Alpha—two generations united by self-expression but divided by how they experience and influence the world. With 75% of Gen Alpha buying apparel for social media content and comfort leading the way in how youth define their style, the stakes for retailers are clear: understanding why young consumers shop is as important as what they buy.

So, how can brands translate this generational insight into meaningful strategy? What can Pacsun’s findings teach us about the future of identity-driven commerce, creator culture, and conscious retail?

In this episode of Retail Refined, host Melissa Gonzalez sits down with Brieane Olson, CEO of Pacsun, to unpack the findings of the Youth Report 2025. Together, they explore how Gen Z and Gen Alpha are redefining creativity, consumption, and connection—and what it means for brands hoping to stay relevant in a culture that’s evolving faster than ever.

Key takeaways from the conversation…

• From Consumers to Co-Creators: Pacsun’s “co-creation” model reflects a cultural shift where youth expect to participate in shaping brands rather than passively consuming them. Gen Alpha, especially, views collaboration as a default, not a privilege.
• The New Trust Economy: Authenticity now outweighs advertising. Both generations place a higher value on creator credibility and peer validation than on traditional brand messaging, forcing marketers to relinquish creative control.
• Culture and Well-Being as Brand Connectors: Music and mental health are key touchpoints for today’s youth, giving brands a roadmap to build authentic, emotionally resonant connections beyond products alone.

Brieane Olson is the CEO of Pacsun, where she leads with a focus on purpose-driven innovation, youth culture, and community impact. With nearly two decades at Pacsun, she has overseen the brand’s transformation across merchandising, design, and digital strategy—advancing initiatives that blend creativity, inclusivity, and social responsibility. A Harvard Business School MBA graduate, Olson’s career spans global fashion houses including Valentino and J.Crew, grounding her leadership in both creative vision and analytical business strategy.

Article written by MarketScale.