The Modern Retail Podcast

On this week's Modern Retail Podcast, senior reporter Gabriela Barkho is joined by executive editor Anna Hensel to talk all things World Cup marketing. This week, Modern Retail ran an editorial series on how retailers and brands of all sizes are taking advantage of the biggest-ever FIFA World Cup this summer. Malls are turning into hubs for fans, while retail media networks are looking at this as a critical moment to win over more advertiser dollars. As Hensel explains, this highly anticipated World Cup comes at a precarious moment for the industry, as retailers continue to worry that rising gas prices will lead consumers to cut back spending. The World Cup, then, will be a critical test for how resilient consumers actually are.

Later on in the episode, Alyssa Grigg, senior director of marketing and communications for Evergreen Goodwill of Northwest Washington, joins the show to discuss how its Seattle store plans to capitalize on matches happening on its home turf. Seattle is hosting six World Cup matches, and the stadium happens to be minutes from the largest Goodwill in the world. So the thrifting nonprofit is hosting several activations and events throughout the tournament to drive tourist and fan traffic.

In this interview, Grigg speaks to: 

How thrifting has become a major tourism activity.

Creating buzz through live, local-artist screen printing and vintage soccer merchandise.

Turning the 70,000-square-foot Goodwill store into a "treasure hunt" destination, with help from local influencers and social media campaigns.

Pride Month is underway, marking a season of celebration that's become a mainstay for some brands. But earning the trust of LGBTQ+ audiences goes far beyond rainbow merch or a few social media posts.

This week on the Modern Retail Podcast, special projects editor Melissa Daniels interviewed LGBTQ+ marketing specialists Matt Tumminello and Matt Wagner of Target10. Their conversation centers on earning trust with LGBTQ customers long before it's time for a Pride collection, starting with the ways companies used to show up and how that's changed over the years.

The conversation gets into:

How "Pride marketing" is in its third act as cultural winds change

How earning trust with LGBTQ+ consumers takes more than a one-time campaign

Winning strategies that start with authentic moments and messages

Young consumers have always been a sought-after demographic for retailers — but what they value is always changing.

Over the past several decades, Pacsun has sought to maintain a strong pulse on the evolving tastes of teenagers. 

From viral jeans to strategic partnerships with creators, the mall-based retailer is once again winning over young people. For the first time in 18 years, the company is opening more new stores than it is closing.

Pacsun's digital strategy is heavily weighted toward customers’ personal interests and influences. The brand says it remains relevant through four key pillars: fashion, music, sport and art. And so in 2025, the company began releasing an annual Youth Report and announced its Youth Advisory Council. The two programs are an example of Pacsun leaning into customer participation and what it calls “consumers as co-creators.” 

On this week’s Modern Retail Podcast, senior reporter Gabriela Barkho is joined by Pacsun CEO Brie Olson, who recently released a new book called “Co-Created: The Cultural Strategy That Redefined Pacsun.” 

In this interview, Olson discusses:

The brand’s early bet on TikTok Shop.

Pacsun’s new Youth Advisory Council and Youth Report.

The brand's latest investment in a new mobile app as a hub for product drops and rewards.

Late May saw a slew of first-quarter earnings reports that reflected meaningful growth for companies like Target and Walmart, but also revealed some bigger shifts in consumer behavior and operational costs.

While shoppers dealing with higher fuel costs are pulling back in some areas, like DIY home projects, they're also showing up to treat themselves for limited-edition collabs or deals at off-price retailers.

This week on the Modern Retail Podcast, special projects editor Melissa Daniels is joined by reporter Mitchell Parton to unpack some of the biggest hits and misses of earnings season, from Target's comeback to the threat of rising fuel prices.

In the era of the viral vertical video, there is a seemingly endless appetite for new content. And brands are getting in on original content trying by creating their own series for social media.

In January, Gap Inc announced it was creating a new role, a chief entertainment officer, where Pam Kaufman will lead their “fashion-tainment” strategy. This year, David’s Bridal launched “Breaking Bridal,” a series documenting nontraditional weddings.

And since September, New York-based Prince Street Pizza has been putting out episodes of “Delivering Happiness,” a YouTube series starring actor Nick Turturro. Lawrence Longo, the CEO of Prince Street Pizza and Irv’s Burgers, is the brainchild behind “Delivering Happiness,” having gotten his start as a film producer before getting into the restaurant industry. Prince Street Pizza is in the middle of expanding nationwide – new locations are opening soon in Nashville and Charleston – and the show is part of the company’s brand awareness strategy.

This week, Longo joins senior reporter Gabriela Barkho and special projects editor Melissa Daniels on the Modern Retail Podcast. Longo breaks down his approach to storytelling and why he’s bullish on original content fueling Prince Street’s growth. "I think every brand is their own media company," Longo said.

This episode gets into:

The time and investment needed to create consistently viral moments.

The logistics behind pulling off a project like “Delivering Happeniness."

Why brands should not expect authentic content to drive instant sales.