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Leading by example

The apparel and accessories retailers in this year's Hot 100 are thriving on the web thanks to the creative, and often unconventional, approaches they've taken to technology, design and service.



Why They're Hot: It’s not always enough to just sell clothes online. Consumers, particularly young consumers, crave a sense of community, of having a big sister figure or fashion-forward friend to offer advice. That’s the thinking behind the YouTube video series created by youthful and surf wear apparel retailer PacSun—a.k.a Pacific Sunwear of California, which launched online in 1999. Content covering such areas as back-to-school denim advice and makeup and hair tips comes from influential stars on YouTube's StyleHaul channel, which has some 150 million subscribers. Such content creators as MamaMiaMakeup, BeyondBeautyStar, MyLifeAsEva and Macbby11 highlight PacSun's Bullhead Denim products and encourage viewers to submit their own comments on the brand and to shop from those videos.
Key Statistics:
  • Date Launched:1999
  • Unique Visitors:925,210
  • Web-based Sales:Order the Hot 100 issue
Who They're Using: