(영문리포트)Pacific Sunwear of California

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Executive Summary
Company Overview and Current Situation
External Environment Analysis
Industry Analysis
Competitor Environment
Internal Analysis
Key Problem Areas
Recommendations
Main Recommendation Implementation Plan

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Executive Summary
Pacific Sunwear of California, Inc. was founded by Tom Moore in 1980. The California-based store, which was created to cater to the styles of surfers and skateboarders, now operates over 900 stores in all fifty states and Puerto Rico. The company targets male and female teens and young adults, selling apparel, swimwear, footwear and other accessories. PacSun’s mission is “to be a leading lifestyle specialty retailer rooted in the youth culture and fashion vibe of Southern California” (sec.gov).
Over the last three years, PacSun has experienced a decrease in total revenues (excluding 2008) and net income. The company experienced revenues of $1,447,204 in 2007, $1,454,163 in 2008, and $1,254,886 in 2009. PacSun experienced a net income of $59,595 in 2007, and net losses of $36,402 and $60,901 in 2008 and 2009, respectively (yahoofinance.com). According to PacSun’s 10-K filing, these losses are attributed to decreasing sales, store closures, and reduction of inventory (sec.gov). Additionally, the current economic downturn has had a negative affect on PacSun and the clothing industry overall.

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By producing a PacSun surf brand, the company will gain customers who are interested in the surfer lifestyle and in need of surf-specific apparel items. Having new, emerging brands will attract consumers who are fashion trend-conscious as PacSun becomes known as a fashion-forward company. Differentiating in this way will allow PacSun to capitalize on a niche market that is often under-served. However, PacSun may lose some customers who shop for the skate style that was once offered in stores. This loss will not be a threat to the company because that customer base is smaller and PacSun is often associated more with the surf style than the skate style. Many customers who shop at PacSun come to the store while “shopping around” in malls, therefore these customers will still visit stores and generate significant sales.

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