Word: surfed
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...performance was especially impressive in light of the generally sluggish retail environment. But Pacific Sunwear, perhaps more than any other retailer, seems to have figured out how to cater to the fashion desires of that fickle yet reliably profligate demographic group, American teenagers. By stocking only the hottest surf-and skate-clothing brands--and by being willing to dump them the moment they start to cool--the once laid-back West Coast retailer has expanded into a 650-store monster with outlets in 49 states and Puerto Rico (a store in the 50th state, Arkansas, should open soon...
Brentlinger has never surfed. She doesn't even swim, which might have disturbed the company's founder, dedicated surfer Tom Moore. He managed to find time for his first love even as the Newport Beach, Calif., surf-gear shop he opened in 1980 grew to an 11-store chain. In the late 1980s the business caught the attention of venture capitalists who were convinced that brands made by Southern California manufacturers for a Southern California lifestyle could work outside the area. After the merchandise was slightly tweaked (some suppliers had to start making long pants and outerwear for East Coast...
...surfers and skaters wear. Even though teens can get some of these brands at mass merchandisers such as Wal-Mart and Target, "they think shopping at PacSun is cooler," says Jennifer Black, a retail-stock analyst for Wells Fargo Securities. She adds that there is little danger of the surf trend's evaporating, as it has been around since the 1950s...
Fortunately, PacSun was broadening its customer base at about the same time. Before, its clothes had a punkish surf-skate attitude that appealed mainly to teenage boys--an image the company reinforced by, among other marketing moves, sponsoring the X Games. But in 2001 Weaver took some tentative steps into the girls' market. Customer response was strong, helping pull the chain out of its mild slump. Weaver today attributes much of the past year's success to the purchasing instincts of girls, who, unlike boys, buy not just a single item of clothing but an outfit with a belt...
Visitors seeking a more vigorous water sport might try surfing. The beach at Bidart, just south of Biarritz, is considered the most challenging in Europe. Under certain conditions, waves can rise to 21 ft. but more often range from 6 ft. to 10 ft. For lessons or to rent a board, visit the Jeff Hackman Surf School in Biarritz...