Zumiez and PacSun Rhetorical Analysis

Teisha Nelson

ENGL 3120

April 25, 2017

Table of Contents

INTRODUCTION 3

AUDIENCE AND PURPOSE OF THE DOCUMENT 3

DESCRIPTION 3

THESIS 4

THEORY 5

ANALYSIS 5

CONTRAST 7

ALIGNMENT 8

REPETITION 9

PROXIMITY 9

CONCLUSIONS AND IMPLICATIONS 10

WORKS CITED 11

2
Introduction

The point of this analysis is to look at the logo and web design of two popular clothing

stores that are known for their unique styles and trends. These two clothing stores are Zumiez

and PacSun. Though they are similar in style, these two stores are also unique in their own

ways. The clothing sold at these stores is a little pricier compared to stores such as JCPenney or

Kohls. The clothes sold at these two stores could be described as loud, bold, and colorful, while

their logo and web designs are totally opposite in appearance, with monochromatic

combinations and simple fonts.

Audience and Purpose of the Document

The audience for Zumiez and PacSun are customers who identify more with the

skateboarding, indie and alternative clothing styles and fashions. This is more of a casual,

relaxed look that never seems to go out of style. The design and layout of these store’s

webpages are aimed towards teenagers or young adults. The stores offer clothes, shoes, and

accessories to customers that do not live close enough to visit the store.

Description

Zumiez’s and PacSun’s logos are similar in color, font style and design. They both use

monochromatic combinations with black and white being the main colors and gray intermixed.

In the Non-Designer’s Design Book, author Robin Williams explains how monochromatic

combinations can be beautiful and fun to work with (104). Zumiez’s and PacSun’s logos are a

simple font with block lettering. The two stores continue this simple design and

monochromatic combination with their websites. Although, Zumiez does add a little extra

color to their website design to make it “pop” and stand out, including using blues, pinks,

3
greens, and yellows. PacSun sticks with the black, gray and white colors for the background

and main colors of their webpage. On the other hand, Zumiez uses more vibrant and bold

colors found on the color wheel in their background. Both stores are known for selling relaxed

styles of clothing that are made for comfort and fashion instead of the more “stuffed shirt,”

professional look.

It is important that clothing store websites are easily accessible for viewers so they will

become buyers. Having sales and free shipping options further spikes buyers interest to the

website and gives them incentives to make purchases. It is also a bonus when the website

shows models in the clothes. The models give

potential buyers a better view of what the

article of clothing looks like on. It also gives

the buyer a little more detail on what they are

purchasing. One thing on Zumiez and PacSun’s

websites that is interesting is that they do not

put a lot of work into having well-groomed,

fresh looking models. Their models are being bold and showing off their true personalities. On

Zumiez website their models have visible tattoos, while PacSun’s website’s models have wild

hair. Both websites show chillaxed teenagers and young adults just being themselves.

Thesis

PacSun and Zumiez are able to effectively draw customers in with their simple logo and

website design. The two stores show credibility in their design without adding unnecessary

fluff.

4
Theory

It is important that websites are up-to-date and keep up with the never-ending trends

and changes in society. In an article entitled, “E-Retailing 2.0.,” it talks about how little things

on websites can have a major impact on the credibility of the website. One thing that defines

the credibility of a website is the copyright date at the bottom. If this date is not current,

customers are more apt to not purchase from these websites. Small details can make a big

difference (Anthes). People are more apt to shop on a website that has recently been updated

over one that hasn’t been updated in years.

Analysis

Both stores are known for selling relaxed styles of clothing that are made for comfort

and fashion instead of professional and plain. PacSun sticks with basic clothing and shoe items,

whereas Zumiez sells clothing and shoes along with a variety of accessories. In “Undressing

Transformative Learning,” Lisa J. Quinn states, “Clothing is not only a physical necessity it is an

integral part of our self-image, a tool for self-expression, and a means of communicating with

others” (200). The goal of Zumiez and PacSun is to sell clothing that lets people express

themselves and be who they want to be. They purposely brand and design their clothes to

draw teenagers and young adults in and entice them to purchase their products.

One feature that Zumiez uses to draw in buyers is the variety of different clothing

brands. On their website, they show: Vans, Obey, Adidas, Herschel, Thrasher, Diamond, Nike,

and RipNDip. Most of these brands have been around for a while and are very popular

throughout the world. This is a strong strength when it comes to Zumiez’s goal of selling their

inventory. They also make sure to put any sales or special prices in big bold lettering that is

5
colorful and easy to pick out on their webpage. This is just another way of enticing people to

want to purchase products from them when the

buyers are able to feel that they will be saving

money on their purchase. Viewers also get a plus

when they are able to order jewelry, skateboards,

longboards, bedding, pillows, and many more. In

“Zumiez rides boards, gear to steady growth,” Carol

Tice states, “Zumiez has a unique position as the

only mall chain that sells skateboards and snowboards along with shoes, clothes and other

related gear that teens need for those sports.” Being that Zumiez is a skateboard-themed

clothing store, it helps their credibility when they can advertise that they actually sell

skateboards and longboards. This helps viewers to see that they are legit and are able to stick

with a particular theme when it comes to their merchandise. Zumiez was originally started in

Everett, Washington. The website gives a city-like feel with a variety of winter and summer

clothes sold for the different seasons.

On the other hand, PacSun draws its viewers in by giving a relaxed feel on their website

using cool colors like dark blues, lime greens, and light gray. They sell Vans, Huf, Champion,

Obey, Adidas, Calvin Klein, Nike, and many more brands listed throughout their website.

PacSun does sell some accessories including belts, sunglasses, purses, and other accessories to

go along with their clothing styles. One unique style of clothing that PacSun offers to its buyers

are a style of clothing called, “The 90’s Shop.” In this area of the webpage, they sell a variety of

very bright colorful button up shirts and track clothes that are related to the 90’s. PacSun was

6
originally started in Anaheim, California. Their website draws upon these roots by giving the

layback beach feel to its website.

Contrast

Zumiez’s website uses contrast by having a black background for their web page and

then adding a white and gray outlined box to make the main parts of the web page stand out.

There are also different light colored boxes within the webpage that break up the different

styles of clothing and accessories that they offer. These boxes vary from being a light pink to

light brown tones and bright greens and blues. This helps viewers to be able to distinguish

between different areas of the website easier and be able to see all that the home page has to

offer with just a few scrolls. Viewers are able to quickly see that they offer clothes for both

males and females based off the information given within the boxes.

PacSun’s website has a white background that accentuates the models and accessories.

The models are then in dark blue boxes that have a 3D feel to them. The rest of the website has

the accessories and clothes in light gray tones that almost blend in

with the white background. The gray boxes do stand out enough to

make the products within them stand out and are clear to see. The

point of their website is for the products to jump out at the viewer.

They are not trying to sell the website but are instead trying to sell

their products. They do a successful job of making this obvious to

viewers of their website.

Both Zumiez’s and PacSun’s website make the sales and promotions stand out with big

bright colors. On Zumiez’s website, they have one of their sales and promotions ad that is in a

7
light green and pink box which stands out when surrounded by the black background. Their

other sales and promotions box is a dark blue box with pink and yellow zigzags running

through it. This sales and promotion is within the white and gray box which makes it stand out

quickly to the eye when the viewer scrolls through their website. On PacSun’s website, their

sales and promotions are big and bold. The first sales and promotion ad is at the top of the

webpage. It is in a bright green box that stands out quickly on the white background. This helps

the viewers eyes to be drawn to that immediately when they visit the website. They also have

sales and promotion information at the bottom of the webpage that is in a white box with a

yellow and red box surrounding it. Any visitor to the website is immediately drawn to it once

they scroll down through the website.

Alignment

On Zumiez website, all of the clothes, models, and accessories are centered down the

middle of the webpage. The name ‘Zumiez’ and the menu bar and ads are also all centered

within the middle of the page. In the Non-Designer’s Design Book, Williams says, “when items

are aligned on the page, the result is a stronger cohesive unit” (33). The inventory on the

Zumiez page seems more unified and together than the inventory does on the PacSun’s

webpage. This makes the Zumiez page more enticing to viewers and easier to understand.

On PacSun’s website, the clothes, models, and accessories are all left-aligned, right-

aligned, and centered. There is not one specific alignment on the PacSun website. The

information and pictures are instead all over. In the Non-Designer’s Design Book, Williams

states, “nothing should be placed on the page arbitrarily. Every item should have a visual

connection with something else on the page” (33). When items are just randomly placed on a

8
page, it makes the page look disorganized and hard to understand and read. Viewers like neat

and easy to see and read webpages. They don’t like to feel confused or uneasy with a

webpage.

Repetition

On the Zumiez webpage, the Zumiez menu bar repeats throughout every page on the

website. It is always in the same place and shows the same layout each time. The menu at the

bottom of the page repeats throughout the entire website. The links and information repeats

throughout. In the Non-Designer’s Design Book, Williams states, “repetition can be thought of

as consistency,” (55). Viewers like it when there are familiar aspects of a webpage that repeat

throughout the site. It helps them know that they are still on the webpage. Repetition makes

things easy to follow.

On the PacSun webpage, the menu bar repeats throughout the website. The white

background repeats on every page and keeps the webpage consistent. In the Non-Designer’s

Design Book, Williams says, “but repetition goes beyond just being naturally consistent-it is a

conscious effort to unify all parts of a design” (55). The white background keeps the pages

unified and brings all the pages together.

Proximity

There is no information down the sides or right up next to the browser window which

makes the Zumiez’s website appear simple. In the Non-Designer’s Design Book, Williams

states, “Don’t stick things in the corners or in the middle just because the space is empty” (32).

It is important to have a reason for putting things where they are. The white space on Zumiez’s

website is used properly and makes the webpage look neat and efficient. The areas of the

9
webpage are grouped together depending on what type of inventory they are, such as:

skateboards, shoes, women and men’s clothing, accessories, and bedding and pillows. The

Zumiez website has white space and faded horizontal lines that help to break up each section.

The eyes can easily scan over the website within seconds and find the desired items.

On PacSun’s website, the information goes out to the ends and corners of the page.

The PacSun page feels overwhelming with too much information and not a lot of white space.

The information is unorganized and all over the page. The clothing, shoe, and accessory items

are spread out all over the webpage and are not grouped together.

Conclusions and implications

Having organized websites that showcase the clothes and accessories offered is

important. It is also important to have models that fit the style of clothing that is being sold on

the website. Both Zumiez’s and PacSun’s does a good job of having both male and female

models, and a strong advertising design that fits their own personal style and mold of what

would draw people to their site.

10
Works Cited

Anthes, Gary H. “E-Retailing 2.0.” Computerworld. Vol. 36, no 25, 17 June 2002, pp. 26.

Academic Search Premier, http://web.b.ebscohost.com.libproxy.dixie.edu/ehost/

detail/detail?vid=2&sid=3566f4c6-73b7-4b4a-9207-9fed951b3de9%40sessionmgr104

&bdata=JmxvZ2luLmFzcCZzaXRlPWVob3N0LWxpdmU%3d#AN=6893678&db=aph.

“PacSun.” PacSun. Pacific Sunwear of California, LLC, 2017, http://www.pacsun.com.

Accessed 1 April 2017.

Quinn, Lisa J, and A John Sinclair. “Undressing Transformative Learning: The Roles of

Instrumental and Communicative Learning in the Shift to Clothing Sustainability.”

Adult Education Quarterly, vol. 66, no. 3, 28 March 2016, pp. 199-218. Sage Journals, doi:

10.1177/0741713616640881.

Tice, Carol. “Zumiez rides boards, gear to steady growth.” Puget Sound Business Journal;

Seattle, vol. 21, no. 46, 16 March 2001, pp. 1-7. ProQuest Newsstand, https://search-

proquest-com.libproxy.dixie.edu/docview/226903839?accountid=27045.

Williams, Robin. The Non-Designer’s Design Book: Design and Typographic Principles for the

Visual Novice. 4th ed., Peachpit Press, 2015.

“Zumiez.” Zumiez, 2017, http://www.zumiez.com. Accessed 1 April 2017.

11