• Pacific Sunwear originated its business endeavors as a surf shop located in Newport Beach, California more than three decades ago.
• Since being established by Tom Moore in 1980, Pacific Sunwear has undergone several transformations within a relatively short duration.
• Over the years, PacSun has emerged from a surf style to an array of skate, snow, and street apparel while still maintaining California tastes.
• The retail chain specializes in casual/action-sports inspired apparel, footwear and accessories with a principal target market of adolescents and young male and female adults with ages ranging from 16 to 24.
• Virtually all 645 to 700+ stores are situated in either regional malls or outlets throughout the US and Puerto Rico. California, Texas and Florida are the predominant states in which a substantial amount of Pacific Sunwear stores are operated.
• Despite the number of stores, in comparison to certain department stores and the specialty retail industry, your company is currently not demonstrating similar trends. The specialty retail industry continues to witness an increase in annual sales which supersedes our your performance in the retail market.

• Based upon the type of merchandise Pacific Sunwear sells, direct competition derives mainly from well-known specialty retailers. Our team of consultants has examined some competitors in the industry due to distinctive correspondence existing in products offered.
• We have conducted an evaluation specifically of Abercrombie & Fitch (a.k.a. A&F) in order to determine strengths and weaknesses relative to aspects of PacSun.
• In contrasting Abercrombie & Fitch and PacSun as specialty retail entities, it is evident each company has different strategies which enable them to attain competitive advantages.
• Pacific Sunwear incorporates both differentiation and cost leadership to gain their