As the dotcom bubble began to expand and consumers used the Internet more, Pacific Sunwear also began getting a lot of requests for catalogues from kids who didn't have access to the stores, says Ehlers. "We'd never done a catalogue--we change styles so quickly that by the time we shoot photos, write copy, and print, we've gone on to other styles."
The dynamic nature of a Web site made a good catalogue medium for Pacific Sunwear. The company, like numerous other traditional retailers, took its first step online in 1998 with a content-only presence showcasing the clothing and accessories available at its storefronts.
In addition to adding shopping capabilities in 1999, Pacific Sunwear now publishes a broad range of content covering the skate-and-surf world. "The content makes the site 'sticky'--not just to shop," says Ehlers. "It's a big brand builder."
STAIR-STEP INCREASES
Over the first six years, traffic on the Pacific Sunwear site increased in a "stair-step" fashion, according to Ehlers. That is, traffic would ramp up to a new plateau during one of the chain's three peak shopping seasons--spring break, back-to-school, and the end-of-year holidays--then fall back again, but never to the same level as before. It would then reach another plateau during the next peak before repeating the process again.
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