Retailer asks customers to weigh in on its future

Apparel and footwear company Pacsun is turning to its young customers for advice. The specialty retailer has launched a youth advisory council that will meet regularly with company executives for direct access to strategic decision-making processes. Inaugural members include several social media influencers with large followings. “To me, fashion has always been about confidence, connection and storytelling,” says one member, Anna Sitar, a content creator who co-creates a collection with the retailer. “It’s a chance to share new perspectives and make sure our generation’s voice is part of the conversation.” Pacsun offers contemporary streetwear and activewear in more than 300 locations across the country aimed at a youth-oriented customer base.