BUS620: Managerial Marketing
Instructor Susan Sasiadek
“Zumiez is a mall based specialty apparel store founded by Tom Campion and Gary Haackenson in 1978” (wikipedia.com, 2011). This store offers clothing and action sports gear for skaters, snowboarders and surfers, skateboarders and motocross racers. Zumiez corporate offices are in Everett, Washington, but there are currently 400 stores open in 37 states (zumiez.com, 2011).
Looking at the demographic factors used in marketing Zumiez products, the stores products cater to men and women mostly between the ages of 12 and 24 who engage in the action sports lifestyle (zumiex.com, 2011). From a psychographic perspective, or psychological perspective of the potential customer, Zumiez has worked diligently to find those lifestyle interests that will entice the consumers and keep them coming back. Most of the Zumiez stores have couches and video games available for the customers while they are waiting for their products to be assembled or repaired. There is an ample supply of information on emerging trends and fashions, and because the stores are mall based, usually situated near a movie theatre, food court, or game store, they are able to attract that youthful population into the store, expanding their clientele base and increasing revenue (zumiez.com, 2011). Some of the other variables in psychographic segmentation include behavioral patterns, habits, opinions, perceptions of the selling company and hobbies (buzzle.com, 2011), all of which Zumiez appears to support in their marketing efforts. Looking at this company from a geographical marketing standpoint, positioning their stores inside mall locations is a huge geographic plus for attracting business. However, with 400 stores in 37 states, and the diverse products this company sells, they are able to make huge profits in any area or climate based on their product niche. Zumiez fiscal results show in the first quarter of 2011,...