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Sign up now. The eclectic, intentionally chaotic look was intended to evoke a teen's cluttered bedroom. The firm deliberately sought out sales employees who were actively engaged in the boarding lifestyle and dressed the part at work, though all had been extensively trained on customer service techniques. Products were selected by Campion and the firm's buyer, Art Aquino, who went to great lengths to find the hottest trends among boarders.
Because the company's employees were drawn from the subculture, their input was considered valuable, and store managers who had typically been promoted from the ranks of sales staff were given relative freedom in deciding how to arrange products and operate stores. The company's promotional efforts were also different from those of many conventional retailers.
Zumiez sponsored a team of 15 snowboarders who competed in four states, and each store hosted autograph parties and screenings of boarding films to draw in new customers.
In Zumiez, now with 50 stores in nine states, launched a web site that offered more than products for sale along with informational features. A national advertising campaign was introduced at the same time that featured a contest called "Day in the Life of," with prizes that included a day with one of ten participating athletes. Contestants could enter in stores or online. In the firm also signed a revenue-sharing pact with Internet content provider iFuse, which would enhance the content of the firm's web site in exchange for a percentage of online sales.
The year also saw the debut of the Zumiez Couch Tour, which combined music acts and skating demonstrations.
It would travel to as many as a dozen cities each year to promote the firm's stores to its target audience. By the fall of Zumiez had 62 locations in ten states. Most were in the western and northwestern United States, but the firm had also recently begun expanding eastward into Minnesota and New York. Over the next several years a push was made to increase its presence in the latter state, with nearly ten outlets open there by mid The company now had stores in 12 states, and was planning to open as many as more.
Although most stores offered the same items, those in snow-free or landlocked locations had a different mix, with some goods added or deleted as appropriate for the local environment. The firm made a good margin on its products, as they were not typically sold by discount chains and some lines were exclusive to Zumiez.
In addition to clothing and related equipment, the company also sold Jones Soda, which was added to all of its outlets in To continue to attract and retain the best possible employees, the company had over the years begun offering a variety of incentive programs, including the Zumiez K event, in which top sales and company management gathered in Colorado each winter for a snowboarding retreat that combined recreation and education.
The firm also ran "Zumiez University" in Everett to train its store managers, who averaged 23 years of age.
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