Branded goods down, owned brands up in 2011 PacSun mix

Editor’s note: PacSun later filed an amended annual report correcting some of the merchandise mix numbers they previously reported.

Below, we reported based on the original annual report that branded goods sales were down and owned brands sales were up in 2011.

That general statement is still true, but it is not as dramatic of a change as the numbers in PacSun’s original report. Here’s a link to an updated story we wrote after this story appeared.

Sales of branded goods declined as a percentage of overall sales at PacSun during 2011, according the company’s annual report filed yesterday.

Sales of proprietary brands increased at the chain, the industry’s largest customer.

Branded goods accounted for 48% of sales in 2011, down from 54% in 2010. In men’s, sales of brands (excluding denim and knits) as a percentage of total men’s sales declined to 58% vs. 63% in 2010.

Sales of proprietary brands – those owned by PacSun – increased to 52% of total sales in 2011, up from 46% in 2010.

Here are some other interesting details from the annual report:

2011 vs. 2010 percent of total sales

Men’s apparel: 49% vs. 49%

Women’s apparel: 37% vs. 38%

Accessories and footwear: 14% vs. 13%

Footwear and accessories

PacSun carried footwear in 425 stores at the end of the company’s fiscal year. Footwear sales in men’s increased 38% and women’s non-apparel sales increased 42%.

Women’s categories

Overall, same store sales for women’s declined 1% in 2011. Strong categories included denim, dresses and footwear.

Weak categories included tops and outerwear.

Men’s categories

Men’s same store sales were flat for the year. Strong categories included casual pants, shorts, knits and footwear.

Weak categories included swim, wovens and sweaters.

Largest vendors

No brand accounted for 10% of total PacSun sales in 2011. In 2010, Fox accounted for 10%, or $94 million, of PacSun sales.