Remember the super-comfy Bullhead Denim Co jeans that could last for years? Yes, we love them too! But what happened to the brand? Are they still in business? Why haven’t you heard about them in a long while? Here’s everything you should know!
Bullhead Jeans was founded in 1980 by Tom Moore and John Hopkins. At the time its location was in Seal Beach, California.
Initially, they sold merchandise from established surf brands. Later, they included streetwear and skate labels as well.
The company offers men’s and women’s clothing and related products. They include jeans, knits, shorts, pants, shoes, and accessories.
So What Happened to Bullhead Denim Co?
Bullhead Jeans had been rebranded to Pacific Sunwear (PacSun). In 2012, PacSun produced its own fashion line with the help of sisters Kylie Jenner and Kendall Jenner.
By March 15, 1993, the company had 1,300 stores spread across the United States. In 2000, Bullhead Jeans opened D.E.M.O., which was their second chain of stores. Unfortunately, these stores lasted only until 2008.
By 2016, the company had declared bankruptcy. They reorganized using an agreement with Golden State Capital.
The agreement is known as a debt-for-equity restructuring agreement. This is when it became a privately owned company. In the same year, the company had 593 stores.
PacSun merged with Golden Gate’s Eddie Bauer in 2018 to form PSEB. Oversight of PacSun and Eddie Bauer brands was handled by the C.E.O. of PSEB, Mike Egeck.
Although he remained an active shareholder and board member, Mike Egeck stepped down as the C.E.O. of PSEB in 2020.
From 2017 to 2018, James Gulmi was the interim C.E.O. of PacSun. When Egeck stepped down, Gulmi became the interim C.E.O. in 2020. At this time the company was down to 400 stores.
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Marketing Strategies by PacSun
The first national advertising campaign by PacSun was done in May 2011, and it was dubbed “Dress Irresponsibly”. Highlights included tv campaigns aired on various networks.
The television networks used were those that featured athletes who used brands the company worked with.
During the campaigns, there were appearances by Leo Romero, Ryan Dungey, Bucky Lasek, and Rob Machado. These famous athletes were instrumental in re-establishing the brand to their male audience.
Other campaign elements included a digital engagement initiative on social media and print media. In the latter, it was for both fashion and endemic publications.
For social media, there was a Facebook initiative named the “Dress Irresponsibly Style Challenge”. For it to work, fans were encouraged to take and post photos that met weekly style challenges. In return, they got a chance to win a Nylon styling gig in New York City.
The Dress Irresponsibly campaign ensured PacSun evolved from a skate and surf apparel store to a leading retailer of upcoming brands. The campaign also increased the sales of women’s products.
The brand also launched Golden State of Mind (GSOM). It’s a national print and digital initiative designed to connect to the California roots of the company. GSOM is about celebrating the diversity and creativity of the state and its people.
PacSun worked with photographers Andrew Kuykendall, Harper Smith, and Nicholas Maggio. The team was successful in capturing the imagination and beauty of California.
This was done through the imagery of places like San Francisco, Pismo Beach, Malibu, Los Angeles, and Lake Arrowhead.
The retail giant created a GSOM lifestyle content website as part of the initiative. It has an interactive experience containing landscape photography, campaign imagery, and videos.
There is also a social media feed from Instagram, an interactive map, a blog, and video highlights of the best locations and places in California.
What Company Owns PacSun (aka Bullhead Denim Co.)
Golden State Capital (GSC) owns PacSun. It’s described as a pioneering real estate private equity firm with international expertise in creating unparalleled returns and long-term value for its stakeholders.
The firm has a viable and strong presence in the US and Indian real estate private equity landscape. When this is combined with years of experience in investing and building businesses, investors are assured of value for their capital.
On June 7th, 2018, Golden State Capital stated it had established PSEB Group. It was a combination of two of its portfolio companies PacSun (Pacific Sunwear) and Eddie Bauer.
Being a private equity firm, Golden State Capital added that it will invest additional equity in PSEB. The move was anticipated and solves several problems for PacSun.
Combining the two retailers is an efficiency play. GSC M.D. at the time stated their fans and customers won’t experience any changes relating to their online or store experience.
Instead, they were looking forward to the competitive benefits associated with a unified shared services platform. He added that Golden State Capital would continue to invest in both the brands’ distinct identities and consumer connections.
Although PacSun had a smooth bankruptcy process in 2016, it had shrunk before it was bought in 2018. Additionally, the company has been posting losses since 2008 and has been struggling for years.
Apart from reducing expenses, purchasing PacSun helps GSC find a solution for unloading Eddie Bauer.
The latter brand has spent the better part of the 21st century burdened with debt. It has also survived two bankruptcy court trips (2003 and 2009).
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PacSun and the Community
PacSun, formerly Bullhead Jeans, has always been keen to produce an exclusive collection of the most relevant styles and brands. The main target is a community of inspired youth.
It’s the reason why they partner with brands such as Essentials Fear of God, Brandy Melville, and Adidas.
PacSun understands and believes in the importance of using its resources, platform, and voice to inspire while bringing out positive development in its global and local communities.
Their goal, through meaningful engagement and partnerships, is to positively impact and inspire people around the world.
For starters, PacSun headquarters has a minority of descent associates or those that identify as POC at 53%.
They have strategies in place to maintain and increase this number. The company strives to develop and maintain a workforce that is inclusive and diverse.
The company has a wide range of brand partners. This results in a unique assortment of products for their clientele. To view what they have to offer, click here.
Those who have a passion for lifestyle and culture can join their diverse #PacFamily for opportunities. When it comes to outreach and philanthropy, the brand has something known as PacCares.
It was started in 2020 with the vision of partnering and supporting like-minded organizations. These were those that align with PacSun’s values of equality, diversity, and good mental health.
PacTalks is an Instagram Live platform (which occurs bi-weekly) where people discuss topics such as stress relief, mental health, diversity and inclusion, and more.
The goal, with assistance from guest speakers, is to encourage the understanding and dialogue of important societal topics.
PacCares is merchandise that is sold and all its proceeds are sent to PacSun’s charitable partners. They include Educational Fund, NAACP Legal Defense, Girl Up, and Born This Way Foundation.
Lastly, the community commits to preventing and addressing systemic racing in their organization and the fashion industry at large. It’s done through active action, assessment, and learning.
PacSun’s Future Plans
PacSun has a few tricks up its sleeve for the future and for gaining an increased market share. For example, in March 2022, it allowed its clients to open metaverse shops on a gaming platform.
PacSun decided to launch a fantasy interactive mall experience called Pacworld using Roblox. Working with Melon, the company expects to increase its existing catalogs on Roblox.
It will be done by letting consumers sell virtual goods from the company in customized digital malls.
The new shopping and social metaverse mean customers can virtually become the operators or owners of a new mall. Their objective is to ensure their mall is as popular and objective as possible.
As operators or owners, customers can invite friends to visit, remove and create shops, and decorate to attract more customers. It’s basically being a mall owner in a virtual space.
For customization, users can add aesthetics and flairs by purchasing items they need with Roblux income. This is the income they earn through their experience in the Pacworld.
Shops are the main point of the game. Each shop needs to generate some virtual income that is added to a player’s overall income earned virtually through the in-experience.
Pacworld allows a maximum of six people to build malls next to each other. The Roblox platform lets a player visit a mall using any server. Pacworld and its virtual goods are available on Roblox.
PacSun Mobile Incentives
Apparel retailer PacSun offers consumers a discount in a bid to build awareness of its mobile site. Any consumer who shops for products and purchases the same using the mobile site will get a discount.
The mobile ads show the users how they can save up to 15% off on purchases of more than $50. When a user taps an ad, they get redirected to the mobile site.
On the mobile site, the user can shop by different categories such as men’s, women’s, and so forth.
From the mobile site, users can share products via social media, browse photos, and read product information. They can also add items to their cart and check out.
When checking out, the customer can type in the promo code to activate and apply the discount. The page will then refresh and show the consumer the amount they have saved. From here, the consumer can check out using PayPal.
The idea behind the mobile site is to offer new and recurring customers an incentive to keep shopping with PacSun. Additionally, it educates consumers on the brand’s site and how to shop using a mobile device.
Another benefit of such a campaign is users are required to spend a specific amount before they get the discount. This means users are likely to spend more than they had planned in a bid to save some money.
Lastly, providing an incentive on a mobile site is a marketing strategy. Since these ads are not specific to PacSun’s customers, anyone can see them.
Users who don’t shop at PacSun may become potential customers due to the discount. The result is an increase in conversions.
Where Can I Get PacSun’s Products?
Customers can buy PacSun’s products using various methods. For starters, they can go to the company’s site here and browse through the departments. Take note you can use the link on your mobile device.
Secondly, users can purchase products from a variety of brick-and-mortar stores spread out all over the United States. Lastly, users can get the products from third-party online stores that sell apparel.