A new agreement between Australian retailer Princess Polly and multi-brand chain Pacsun will allow Princess Polly to enter the wholesale market. According to Princess Polly's co-CEO Wez Bryett, the agreement will put Princess Polly, who has a strong Gen Z fanbase, in direct view of Pacsun’s customer base. The e-commerce brand, which previously only provided physical footprints at pop-up sites, will be accessible through an omnichannel retailer, both in-store and online.
Pacsun stores will now offer a variety of Princess Polly pieces, while the brand’s e-commerce platform will serve as a home for the rest of the Princess Polly apparel not featured in stores.
"At Pacsun, part of our core mission is to give consumers and our community continued access to the best brands, curated products, and collaborations, and we look forward to doing this in a big way by offering them premier access to Princess Polly for a continued period for the very first time, while introducing their community to Pacsun's current and emerging brands," said Brie Olson, co-CEO at Pacsun.
Gen Z-Backed Wholesale Retailers
Princess Polly Enters Wholesale for First Time Through Pacsun
Trend Themes
1. Wholesale-retail Partnerships - The trend of e-commerce brands partnering with omnichannel retailers for wholesale distribution opens up opportunities for greater brand exposure and sales growth.
2. Gen Z Fashion Brands - The rise of Gen Z consumers is driving the growth of fashion brands with a strong online presence and social media following, creating opportunities for disruptive innovation in the retail industry.
3. Omnichannel Retailing - Omnichannel retailing, which combines brick-and-mortar and online sales channels, is becoming increasingly important as consumers seek flexibility and convenience, leading to opportunities for innovation in technology and supply chain management.
Industry Implications
1. Fashion Retail - The fashion retail industry is being disrupted by the rise of e-commerce and the need to appeal to younger, digitally-savvy consumers, creating opportunities for brands to innovate and partner with other retailers for increased exposure and sales growth.
2. Online Marketplaces - Online marketplaces, such as Princess Polly's e-commerce platform, are becoming important players in the retail industry, offering consumers greater convenience and access to a wider range of products, creating opportunities for innovation in technology and supply chain management.
3. Brick-and-mortar Retail - Brick-and-mortar retailers, such as Pacsun, are seeking to stay relevant in a digital age by partnering with e-commerce brands and implementing omnichannel strategies, creating opportunities for innovation in technology, store design, and supply chain management.