Zagshop, GU bookstore thrive despite economy

While Washington's retail sales have dropped 12 percent in the last year, the Zagshop and GU bookstore have continued to stay well above the average in sales.

"Sales are up greater than 20 percent this year," Director of the Zagshop Scott Franz said.

The reason for its continued success is not concretely known, but Franz believes factors such as the economy, new location of the Zagshop, less snow this year and the men's basketball team's success all contribute.

Monica Chapman, assistant director of the Zagshop, put much of the sales success on the Zagshop's move to the corner of Ruby and Boone. The new location allows more shoppers in Spokane to see it. Commuters and local residents in the area can see the large neon Zag sign clearly while driving by.

However, much of the success seems to hinge on conditions that the store cannot control."Talking to other university bookstores makes you realize that you live and die by factors of enrollment and sport popularity," Franz said.

The increase of Gonzaga's enrollment from 7,229 to 7,682, for example, increased the amount of customers to the Zagshop and not only to buy books. This is because each student will often bring their parents, grandparents, siblings and other relatives and friends into the Gonzaga community, according to Franz.

Franz also saw a possible correlation between how well the basketball team performed and sales  — especially last season when the team was highly ranked.

 "Our sales went up and up and up, then the team went through a tough schedule and lost a few games. And our sales just dropped."

Franz acknowledged that there would always be die-hard fans such as students, faculty and alumni. However, he thinks there will always be a market in Spokane of people who are interested in following a winning team.

When the Spokane Chiefs were having a rough year, Franz noticed an increase in local Spokane resident participation with the Gonzaga basketball team.

Spokane is not the only place that Gonzaga apparel is sold. Retailers from Seattle to California and even the East Coast carry shirts, hats and other items with the coveted Gonzaga logos.

A company that wants to sell Gonzaga trademarked apparel and items must buy through a dealer who is licensed by the Collegiate Licensing Company.

"The CLC is the nation's leading collegiate trademark licensing and marketing company, assisting collegiate institutions in protecting, managing and developing their brands," according to the CLC Web site.

This ensures that Gonzaga's name is not tarnished by poorly made products and also stops companies from exploiting Gonzaga for profits. According to the CLC, Gonzaga charges a royalty rate of 8.5 percent for all of these transactions around the country.

When the team begins to do well — especially in NCAA tournament, — sales at other stores drastically increase.

"I call it the bandwagon effect," Franz said.

With increased popularity, stores like Albertsons, Fred Myer and Wal-Mart will increase the amount of apparel that they carry.

While Spokane suffered from a retail blow of 7 percent over the last year, the Zagshop has managed to stay afloat with its niche market due to a variety of factors. Whatever the reason for this success is, the store isn't complaining.

"Bulldog sales are always strong," Franz said.