In a move designed to help the company recapture its roots, Pacific Sunwear of California Inc. will today name former Levi Strauss & Co. executive Robert Cameron senior vice president of marketing.
At PacSun, Cameron, formerly vice president of Levi’s Brand Marketing, will be responsible for creating a differentiated experience at the company’s 897 stores around the U.S. as well as on its Web site. He will also work with the company’s major brands to re-create the California lifestyle at its stores. This is a new position.
“Robert has a tremendous track record of building brands and creating world-class customer experiences, particularly in the youth segment,” said PacSun president and chief executive officer Gary Schoenfeld. “We’ll leverage his background to reclaim our position as the favorite place for 15- to 24-year-olds to shop.”
At Levi’s, Cameron is credited with modernizing the company’s brands and implementing new media strategies. Prior to Levi’s, he was a founding partner and chief creative officer of Fantascope Inc., a strategic branding agency that worked on projects including the “Lord of the Rings” movie, M&Ms retail stores and several online initiatives for MTV.
PacSun has been struggling with its identity lately and, in mid-November, the Anaheim, Calif.-based retailer lowered its expectations for holiday sales after a “precipitous decline” in business during the third quarter. For the period ended Oct. 31, PacSun registered a loss of $10.9 million, compared with a loss of $2.5 million a year ago. Net sales fell 17.1 percent to $268.3 million from $323.6 million and comparable-store sales slid 18 percent.
At that time, Schoenfeld said the company would close as many as 150 doors within three years and work to uncover a “deeper understanding” of its different customers.
“Simply put, we are missing sales, hurting our margins and damaging the customer experience by having had too much of a one-size-fits-all approach to merchandising,” Schoenfeld said at the time.
Schoenfeld joined the retailer as ceo in June, succeeding Sally Frame Kasaks. Before joining PacSun, he served as president and ceo of Vans Inc. for nine years.
Exclusive: Nicola Formichetti is parting ways with @diesel after nearly four years. Formichetti, who served as Lady Gaga’s stylist in 2009, joined Diesel in 2013 as creative and artistic director. His first show debuted in Venice with a show held at the Venetian Arsenal. #wwdfashion #wwdnews
The polo shirt - an icon of preppy style - is roaring back into fashion in many creative guises, like this A-line polyester top from @carven, worn with @31philliplim cotton and elastane pants. Designers stretched a fashion classic into all kinds of new permutations this season. See how @mayteallende styled the preppy trend on WWD.com #wwdfashion (📸 : Kinya)
(Market Editors: @andrew_shang and @elmercer, Makeup: @amandawilsonmakeup using @fentybeauty, Hair: @gonn24, Model: @bara_holotova at @women360mgmt)
“I do like period [projects] a lot because I like creating those worlds, a world that is different from today," costume designer Mark Bridges said about the '50s British couture featured in @phantomthread. Bridges created the overall aesthetic and individual fashion looks for the film, which stars Daniel Day-Lewis, Lesley Manville and Vicky Krieps. Pictured here is a gown he designed for Krieps who plays Alma – the love interest of Day-Lewis' character, Reynolds Woodcock. #wwdfashion
@prada is embracing the holiday season with a series of short movies about the art of gift-giving. "The Postman's Gifts", which was directed by American filmmaker Autumn de Wilde, focuses on the brand's signature Prada Galleria bag and features Elijah Wood as the postman. In the first two episodes, Wood's delivers the iconic bag to @emmaroberts, who plays herself as a movie star, and Sasha Frolova. #wwdfashion
“I think I never met the person while we were working,” Vicky Krieps said of Daniel Day-Lewis, who she plays the love interest of in “Phantom Thread.” Day-Lewis remained perennially in character, so much so that she feels she’s just meeting him now. “It’s interesting to see how different he is in real life to the character,” Krieps said. WWD sat down with the 34-year-old actress to talk about her new role in the period film, which brings the fifties’ gender dynamics into the mix. Read more on WWD.com. #wwdeye (📷: @lexieblacklock)
@gucci has expanded its “Places” project to include six new cities. The initiative, which was first unveiled in July, aims to invite people to explore inspirational locations for the brand. On the list is the Biblioteca Angelica library in Rome pictured here. See the other five new venues on WWD.com. #wwdfashion (📷: @massimo_listri_official)
#ad From tools to lashes, WWD rounded up wellness and beauty products guaranteed to take your skin care and makeup routines to the next level in 2018. Follow along as @laceandleatherbyelyse, @ashnfashn and @elleisalwayshere experiment with these products on their Instagram profiles and blogs. #NewYearBetterYou
Blogger @camilacoelho is one of the fastest growing beauty influencers around the world. The bilingual blogger has worked with brands like @revolve Beauty, @dior, @louisvuitton and more and has an Earned Media Value of $34,338,441, according to @tribedynamics. But Coelho isn’t the only influencer making a major impact — head to WWD.com to see the other fastest-growing influencers in six key global markets. #beautyfridays (📷: @zefashioninsider)