The "for" camp disagreed. "We were still a long way from being in every city and town," says Ehlers, adding that at the time Pacific Sunwear had about half the 900 stores it has now. That meant a lot of kids who were potential customers didn't have access to a store.
Pacific Sunwear also noticed that other online catalogue sales companies were getting good response from teenage customers. The company's market research confirmed this, discovering that teenagers' online buying experiences weren't as solitary as it had originally figured. "Kids do shop together online," says Ehlers. "Whether using instant messaging or e-mail, it's still a sharing thing." In addition, these young buyers were apparently able to take a purchasing transaction to a certain point and then have their parents complete it for them.
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