Collective Brands Inc: Payless Shoe Source
2008 ReBrand 100 Winners > notable
Industry: Retail Stores - Below: Before Image, Rebrand Images, Summary, Credits
Summary: Industry Setting - As more and more retailers begin to offer affordable fashion designs for the mass market, shopper motivation is shifting from price to value and from need to desire. As a result, shoppers are expecting more for their money and are motivated by great values combined with fashionable designs. Challenge - To redefine the self-select shoe category and evolve the Payless brand by refreshing the entire brand concept from the fashions offered to the design of its stores. Strategy - A bright and inviting open plan replaces Payless’ original tall, galley-like racks with a streamlined format more amenable to human convenience and scale. Fun and functional seating makes it easy to try on the latest shoes. Custom display fixtures, or fashion “lab tables,” showcase key trends with easy-to-access storage below. Cool, contemporary lighting highlights the cash wrap and children’s area while Payless’ iconic orange adds punch to the design’s sleekly white, European aesthetic. Result - With improved products, store design and visual merchandising, Payless has access to more lucrative addresses and mall locations to attract a larger volume of shoppers and a more diverse spectrum of customers, from value-driven to fashion-forward. With better visibility and locations, the brand is attracting new, more fashion-forward customers while still retaining its loyal shoppers. Credits: Client: Collective Brands Inc: Payless Shoe Source - www.payless.com Brand Strategist/Designer: Callison - www.callison.com [back] |
