Word: weaverization
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...architect for Pacific Sun's expansion is CEO Greg Weaver, previously at retailer Jaeger Sportswear Ltd., who was brought on board in 1987 when the venture capitalists moved in. Though originally from Connecticut, Weaver has acquired the tanned skin and relaxed manner of an Orange County native. His laid-back appearance belies his intense mastery of all aspects of PacSun operations; he can recall in an instant, for example, that store No. 39 opened in Paramus...
...Weaver passes off some of the decisions he has made as almost simplistic ("Retail 101," he calls them). But, in fact, his strategies can be quite the opposite. The company has a knack for employing tactics that seem to fly in the face of convention...
...called Tilt, but instead of stitching the name prominently on the outside of clothes, the retailer hides the logos on inside tags. The strategy provides insurance against the inevitable moment when a brand goes from In to "losers only" with customers. "When a teen decides a brand is dead," Weaver says, "they don't kill it slowly. They put it immediately out of its misery." That is also the reason PacSun stocks a wide variety of brands besides Tilt, which accounts for 35% of all merchandise. As soon as a brand cools, it gets moved out, and another is brought...
Though the chain's mer chandise looks cutting edge, Weaver is quite care ful to avoid fashion extremes. Unlike competitor Abercrombie & Fitch, which plays up the libidinous elements of its teen offerings, PacSun sells clothes that would pass muster at any high school with a dress code. Weaver says he avoids resorting to sexual advertising messages to move merchandise. "Many teenagers love it," he says, "but why would I alienate the parents? I can't forget my customer is 15 and doesn't have a credit card...
SILVERTIDE. Meet lead singer Walt Lafty, lead guitarist Nick Perri, rhythm guitarist Mark Melchiorre, bassist Brian Weaver and drummer Kevin Frank—five shaggy-haired time travelers hell-bent on resurrecting rock’n’roll. They strip their sound down to the essentials: wailing guitar licks, raucous vocals and crashing drums redolent of rock’s heyday in the 70s. Explicit lyrics might stave off mass appeal for Silvertide, but the rambunctious quintet out of northeastern Philadelphia strike that chord of mania and excess with rock fanatics. Tuesday, August...