4. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
“Golden State of Mind”
5. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
“Golden State of Mind”
• Campaign started in Summer 2012. Still currently running.
• Visible in every channel: Online, In-Stores, In Marketing Materials,
In Events etc.
• Generates and increases familiarity with the brand.
• Ties back to PacSun’s roots in California, generates authenticity.
6. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
Lifestyle Photography
• Extensive use of lifestyle photography.
Forgoes the use of flat products in imagery.
• “Laser-Style” Campaign matched store
signage with online creative. Creates a
consistent look and feel across channels.
• Connects with the consumer. Allows them to
visualize how the products will look on them.
• Creates an image to aspire to.
7. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
Lifestyle Photography
• Photographs are very “posey.” Not
much relevant “action” in shots.
• Lack of alignment in how brands
are represented in their imagery.
• An identity crisis: PacSun’s image
vs. the image of the brands they sell.
8. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
GSOM.com
• PacSun Blog site to connect with
their customers. Ties to campaign.
• Invite guest bloggers write articles
and contribute pictures.
• Invites popular online stylists to
create outfits and styles using
products sold from PacSun.
9. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
Mix & Match Deals
• Aggressive promotional strategy that gives discounts for buying
multiple products across categories.
• Gives the customer incentive, options, and flexibility to pick and
choose outfits.
• Customers are not limited to stocking up on a specific category
(i.e. Shoes) like they are with BOGO deals.
10. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
In-Store Experience
• Employees not required to wear product sold in store.
• Disconnect with the product and brands sold in the store.
• Hurts credibility and authenticity.
11. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
Strengths Weaknesses
• Strong over-arching campaigns • “Posey” photos look inauthentic
• Extensive Lifestyle Photos • Lack of alignment of their photos
• Mix & Match Deals with the brands portrayed.
• Guest Bloggers/Stylists • Store employees don’t wear
merchandise in-store.
Opportunities Threats
• Have a wide consumer base • Promotional competitors taking
• Penetration in the girl’s market business away with cheap prices.
• Capable of creating more authenticity • Confusing personal identity with
in photo shoots. the brands being sold.
• Leveraging popular bloggers/stylists to
get their cult-like followings behind their
brand.
13. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
The Customer
• Older luxury client seeking a lower
cost alternative.
• 20-something aspirational shopper
looking to trade up.
• Higher production costs and
emergence of cheaper, fast-fashion
retailers like H&M and UNIQLO
threaten consumer base.
14. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
Look & Feel
• Clean & minimalistic look.
• Not too promotional. Maintains an
upscale feel.
• Preppy, sophisticated & basic.
• “J. Crew wants to maintain an
intimate relationship with its
customers.”
- Creative Director, Jenna Lyons
15. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
Merchandising
• Product stands alone. Always focused,
front & center.
• Muted/Neutral color wood fills
entire store to allow the product to
stand out.
• Relevant and strong color stories
through product displays.
16. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
Marketing
• Does not heavily advertise in popular
media outlets compared to competitors.
• Utilizes Michelle Obama as an
endorsement figure.
• Reaches out to both young and old
audiences.
17. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
Strengths Weaknesses
• Minimalist and basic feel appeals to • Not as much exposure in mainstream
upscale shoppers. media as competition.
• Simultaneously appeals to younger, • Higher prices turn away potential
aspiring shoppers. customers.
• Endorsements from important figures.
Opportunities Threats
• Investing in more marketing efforts to • Fast-Fashion retailers like H&M
increase exposure. and UNIQLO offering similar
• Building on loyalty by continuing to products at cheaper prices.
provide an upscale, sophisticated look. • The rising cost of quality raw
• Leveraging more upstanding and materials that make it hard to keep
socially recognizable people such as prices down.
Michelle Obama to influence business.
19. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
The Angels
• The VS Angels are a staple of business
and represent the identity of VS.
• Supermodels that appeal to both men
and women.
• Creates an image to aspire to.
• Increases the desirability of the
products that they sell.
20. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
The Fashion Show
• An annual television event that attracts
millions of viewers.
• Supermodels wear extravagant outfits
complimented with actual product.
• Invites celebrity performances.
• Creates a huge buzz around VS.
21. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
Marketing
• Ads are edgy and provocative.
• Calls attention to the brand. High-impact.
• Controversy over Indian headdress at the
2012 Fashion Show.
• Ads alienate potential consumers of
other body types and demographics.
• Limits the consumer base and
prevents opportunity of expansion.
22. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
Collections
• Various collections are established. To
group the products that are sold.
• Examples: Very Sexy, Body, Angels,
Bombshell, Incredible . . .
• By far most successful collection is the
PINK Collection. Highly recognizable and
immediately related to Victoria’s Secret.
23. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
Strengths Weaknesses
• The Angels attracting both men and • Have the image of only supporting
women to the brand. thin super-models.
• Effective marketing in creating edgy • Limited room for expansion in only
ads and generating buzz. selling to Women of a specific body-
• Establishing the idea of Collections. type.
Opportunities Threats
• Ability to tap into other markets, such • The emergence of cheaper
as Plus-sizes. competitor options for lingerie such
• Build on The Angels and using their as aerie and Gilly Hicks.
popularity to drive traffic. • The backlash against the idealistic
• Pulling in celebrities and guest image of The Angels.
performers through and elevating their
events like their Fashion Show.
24. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
CCS Recommendations
in Merchandising, Brand Image & How We Speak to Our Customer
25. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
Merchandising
• Develop Mix & Match offers to stimulate multiple item sales across
categories while offering the customer options and flexibility.
Inspired by the elevated shopper experience in PacSun
• Maintain tiered price levels to appeal to multiple shopper types and
expand business. Bargain Shoppers as well as the Sophisticated Shopper.
Inspired by J. Crew appealing to multiple shopper types.
• Establish the idea of “Collections” through similar themed product.
i.e. Camo collection, Animal Collection, Pattern Collection etc.
Inspired by Victoria’s Secret Collections.
• Provide store employee’s with latest best-selling products and educate
them on latest skate news and popular brand history. This will give more
credibility and contribute to authenticity.
Inspired by PacSun shopping experience.
26. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
Brand Image
• Establish over-arching campaigns that extend throughout a season and
supporting them with relevant lifestyle imagery. Ensure that they are
consistent online, catalog & in-store. This increases familiarity with the
brand and elevates brand recognition.
Inspired by PacSun’s “Golden State of Mind”
• Make sure brands are properly represented and that we avoid “posey”
inauthentic looking imagery. Be more edgy and include action to engage the
customer and create higher impact.
Inspired by imagery from PacSun and Victoria’s Secret.
• Be wary and cautious of depicting controversial scenarios or people that
may alienate a portion of our customer base.
Inspired by backlash to Victoria’s Secret ads.
27. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
How We Speak to the Customer
• Continue to utilize content from Pro-Skaters to use as a foundation.
Further build on it and possibly introduce guest blogging to create a
personal appeal. This will further engage our audience and elevate interest.
Inspired by PacSun GSOM.com blog.
• Reach out to more skate-related lifestyle figures to expand our audience
to more non-skaters. Tap into popular bloggers with cult-like followings so
we can reach niches that are outside of skateboarding.
Inspired by content from PacSun’s GSOM.com blog.
• Continue to make efforts to pull in endorsements from high-profile
celebrities, musicians or even political figures. That way we can increase
exposure to our brand.
Inspired J. Crew involvement with Michelle Obama.
