I really love Tolkien and Jordan, and also GRRM… I would treat competing against them as entirely accepted and obvious.
Teenagers buying Tolkien, C. S. Lewis, or Jordan for the first time… Wonderful. Of course you will be stocked there… These are the gateway to the genre, IMO.
It shouldn’t be viewed negatively or as a sort of competition - which is why I respect the meme.
Jade City is actually amazing. I feel for her, but bookstores are just gonna present the most popular because they’re trying to make money. Bookstores cooler than B&N might have a “like that, try this” kind of thing which would get attention.
Tolkien and Jordan also have recent TV shows, which definitely influence what books the stores will display.
Quick edit to say if you want a good fantasy book written by a woman, try Jade City.
Or a good series PERIOD!
I also like the steampunk Clockwork Century books from Cherie Priest.
For sure, they’re incredible. I’ve only personally read Jade City, but haven’t circled back yet. I’m assured by friends the whole series is great.
Just wanted to point it out since the fantasy genre is so freaking male dominated.