An Open Letter to Zumiez:

After I had to explain to 4 kids today why mailorder/mall stores were retarded, I thought writing Zumiez a letter was necessary. Yeah, for anyone who has known me for any period of time, I've fully mail ordered, but I can say that I've "seen the light" (as it were) and, as someone who has, can say I have a pretty good understanding of the draws and downfalls of both. Anyways, here it is:


Hello,
I'm not sure who will read this, but hopefully my point will be very clear. Your company, Zumiez Inc., is moving a store into my local mall (glennbrook, in Ft. Wayne, IN). Ft. Wayne already has 3 skateshops (2 of which carry snow and "lifestyle" products). The 3rd is the one I work at. I enjoy my job at Rise very much; it's laid back, my boss is cool, I work with kids that skate, etc. The reason I'm typing to you today is this: I don't want your store in our town. I'm not what you'd call "privy" to how much mail your company might receive on this particular topic, but I will say that I think moving a store here is a terrible idea. Here are some of my reasons:

-Most of Indiana doesn't have access to skate stores, or anything like it. You picked Indiana's 2nd largest city, which is home to not 1, not 2, buy 3 skate shops. Why? Are you out to kill the mom-and-pop? Is Zumiez the next Wal-Mart? I'm just confused, as Angola (1 hr north of Ft. Wayne) has a pretty big lifestyle scene, and no shop. So... the move, to me, doesn't make sense.

-Do you think you're creating jobs? If so, I have to disagree. Let's not bullshit: I think we both know the Zumiez "marketing strategy." Your company moves into a town, does its research on the competition (we saw the dude in the store with a clipboard; I think your idea is what most would called "functionally retarded") and then tries to market the brands that your competition does not sell. Also, the whole "Sell things below cost" is a real quick way to drive people out of business. Hey, I get that NOBODY gets into business for fun or love; everyone needs profit. However, I think you should do that without ruining the scene's life. If you come in and do your usual routine, then my shop closes, and now I'm unemployed. And those other shops? They're doing worse than we are. So they (and their employees) are unemployed too. Thanks a lot for that, all so you can hire, what, 5 dudes total?

-Worst of all, I think, is what you'll be doing to the youth of this community. As it is, kids are free to come and shop as they please; we don't try to sell kids the junk they see in a music video. They're free to make their own choices without the help of people like Lil' Wayne, or some other hip hop gauged ears goondick. I can be certain when I say that your staff will hardly be knowledgeable; I can't wait (sarcasm) to see kids coming in, asking me to re-grip their boards, or to put their trucks on the right way. Mall stores are notorious for hiring unqualified workers (in your case, lifestyle bro-douches) to work in special interest areas. Please do everyone in my town a favor: don't. Just leave. Go somewhere else.

In summation, I'd like that last remark to sink in: "Just leave. Go somewhere else." It sounds to me like someone in your research department is slacking, since we already have more than enough skate/lifestyle shops. Plus, what can you actually do for the community? You're made of money, and I see nothing but couch tours and employees with down syndrome. Again, do us all a favor: STAY OUT OF FORT WAYNE, IN. Thanks.

With All Sincerity,
Chris Ashton