Payless ShoeSource rolls out new store format called 'Fashion Lab'
16 Aug '06
4 min read
Payless ShoeSource, the nation's leading footwear specialty retailer, announced that it is launching a new store format, called 'fashion lab,' with six stores of its kind now located in premier shopping locations like New York City's Fifth Avenue, the Mall of America, Minneapolis, Minn., and other high-fashion malls throughout the US Four more Payless stores with the fashion lab format are expected by year end.
The new Payless fashion lab stores redefine self-select shoe shopping by delivering a fun, inspiring shopping experience featuring an upscale specialty retail environment with the latest on-trend footwear and accessory fashions at traditional Payless value prices.
Payless has teamed up with the Fresh Air Fund to raise funds for the not-for-profit organization and to celebrate the launch of the new Payless fashion lab stores with the Fresh Air and Fashion on Fifth event held at the new Payless store on Fifth Ave.
"Today's shoppers believe that in order to get fashion and value they have to give up the experience and shop at the traditional 'big box' retailers, but with our new fashion lab store format, shoppers can truly get it all -- great fashion, amazing value and a fun shopping experience," said Matt Rubel, CEO and President of Payless.
Payless said a second new store design dubbed 'hot zone' is also part of the store renovation program. While the Payless fashion lab store format is a complete redesign, 'hot zone' stores feature a new front-of-store layout leveraged from the fashion lab design that is married with the core store format. By the end of 2006, it will revamp five percent of its store chain with a total of 10 fashion lab stores and about 240 hot zone stores.
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