Retail Gets Real

Brieane Olson has spent nearly two decades helping reshape Pacsun. She joins Retail Gets Real to share what it takes to evolve a legacy retail brand without losing sight of the customer. With a retail career that began at age 15, her foundation in fashion still shapes how she leads today. The connection point between product and consumer remains an energizing part of her career journey, and influences how she leads people, sets strategy and guides the business through constant change.

(00:00:00) Olson’s path to CEO
(00:07:40) Pacsun’s evolution from retailer to brand
(00:12:58) Inside Olson’s new book, “Co-Created”
(00:15:16) Leading through change and uncertainty
(00:20:20) Why leading mission-first is essential for the future of retail
(00:24:10) What Gen Z and Gen Alpha are saying now

The National Retail Federation is the world’s largest retail trade association.
Every day, we passionately stand up for the people, policies and ideas that help retail succeed.

Resources:
• Preorder “Co-Created” by Brieane Olson
• Become an NRF member and join the world’s largest retail trade association
• Learn about our retail education platform, NRF Foundation, at nrffoundation.org
• Learn about retail advocacy at nrf.com/advocacy
• Find more episodes at retailgetsreal.com

Related:
• 411: Redefining JCPenney for today’s customer
• 401: How Old Navy is building opportunity at scale

Retail is evolving at an incredible pace, but at its core, it still comes down to people. Michelle Wlazlo, brand CEO of JCPenney, joins Retail Gets Real to share her grounded and optimistic perspective on where the industry is headed and why the fundamentals of serving customers remain as important as ever.
(00:00:00) A retail career shaped by customers
(00:06:44) Why physical stores aren’t going anywhere
(00:09:02) Reintroducing JCPenney to a new generation of customers
(00:15:52) The forces reshaping retail right now
(00:17:52) Career advice that changes how you lead and grow
(00:19:54) What will and won’t change in the future of retail
(00:22:24) The joy of shopping beyond just buying

The National Retail Federation is the world’s largest retail trade association.
Every day, we passionately stand up for the people, policies and ideas that help retail succeed.

Resources:
• Yes—JCPenney: Their Boldest Campaign Yet
• Become an NRF member and join the world’s largest retail trade association
• Learn about our retail education platform, NRF Foundation, at nrffoundation.org
• Learn about retail advocacy at nrf.com/advocacy
• Find more episodes at retailgetsreal.com

Related:
• 393: How Bealls is shaping the next era of value shopping
• 401: How Old Navy is building opportunity at scale

Retail stores remain powerful spaces for storytelling, connection and cultural relevance. José Raul Padron, design lead for the Hershey Experience at The Hershey Company, joins this episode of Retail Gets Real to share how thoughtful retail design transforms everyday shopping into memorable experiences. From immersive brand homes to viral product moments, he says physical retail continues to evolve in a digital-first world.
(00:00:00) From chocolate legacy to retail design leadership
(00:06:04) Why physical retail still matters in a digital world
(00:11:17) Building immersive retail moments that capture culture
(00:14:07) Where creative inspiration for retail design comes from
(00:16:31) Inside the Hershey’s creative hub in Pennsylvania
(00:17:49) Career advice for the next generation of retail creatives

The National Retail Federation is the world’s largest retail trade association.
Every day, we passionately stand up for the people, policies and ideas that help retail succeed.

Resources:
• Become an NRF member and join the world’s largest retail trade association
• Learn about our retail education platform, NRF Foundation, at nrffoundation.org
• Learn about retail advocacy at nrf.com/advocacy
• Find more episodes at retailgetsreal.com

Related:
• 394: Halloween trends: What’s driving record spending
• 367: How Kraft Heinz deploys omnichannel strategies across emerging global markets

Leadership in retail today requires balancing innovation, culture and purpose. Mary Beth Laughton, president and CEO of REI Co-op, joins this episode of Retail Gets Real to share lessons from a career spanning some of the most influential brands in retail and explain how she is guiding REI into its next chapter. She discusses her career journey, the role of mentorship and how the co-op is evolving its strategy while staying rooted in its mission and values.
(00:00:00) From consulting to leading iconic retail brands
(00:05:51) Leveraging REI’s unique strengths for growth
(00:07:37) Navigating culture at an 87-year-old retailer
(00:09:25) REI’s strategy for the next chapter of growth
(00:11:09) Turning strategy into action at REI
(00:15:37) Leading retail in the age of AI
(00:18:23) Keeping purpose at the center of the business
(00:20:31) Building a culture that embraces change
(00:24:01) The evolving future of retail
The National Retail Federation is the world’s largest retail trade association.
Every day, we passionately stand up for the people, policies and ideas that help retail succeed.

Resources:
• Become an NRF member and join the world’s largest retail trade association
• Learn about our retail education platform, NRF Foundation, at nrffoundation.org
• Learn about retail advocacy at nrf.com/advocacy
• Find more episodes at retailgetsreal.com

Related:
• 392: How Warby Parker is redefining retail and customer experience
• 380: How Vera Bradley transformed a legacy brand

At a time when retail is being reshaped by technology, generational shifts and changing expectations around authenticity, understanding the consumer has never been more critical. Jennifer Yue, senior vice president of strategy and consumer insights at Coach and Tapestry, joins this episode of Retail Gets Real to share how deep listening and human-centered insight are driving growth at one of the world’s most iconic luxury brands.
(00:00:00) From investment banking to consumer insight leadership
(00:04:26) Why growth starts with the people who are not buying
(00:08:40) Turning human insight into a competitive advantage
(00:15:02) Why physical retail is becoming more important again
(00:17:28) What keeps a long retail career exciting
(00:19:22) The future of retail is both digital and deeply human
(00:21:02) Why curiosity is a leadership advantage in retail

The National Retail Federation is the world’s largest retail trade association.
Every day, we passionately stand up for the people, policies and ideas that help retail succeed.

Resources:
• Become an NRF member and join the world’s largest retail trade association
• Learn about our retail education platform, NRF Foundation, at nrffoundation.org
• Learn about retail advocacy at nrf.com/advocacy
• Find more episodes at retailgetsreal.com

Related:
• 378: How Coach captivates consumers with visual storytelling
• 401: How Old Navy is building opportunity at scale
• 360: How Kendra Scott’s ‘fashion-for-philanthropy’ vision transforms communities