Payless ShoeSource rolls out new store format called 'Fashion Lab'
16 Aug '06
4 min read
Like a Lab -- a Place to Experiment with Fashion
The new Payless fashion lab store format is extremely well organized and engineered -- like a lab -- and was designed by Callison, the number one retail design firm in the world, in tight collaboration with a cross-functional team from Payless ShoeSource.
The store was designed to fit how women -- Payless' primary target -- like to shop for shoes for themselves and for the family and features designated areas for women, men, children, and family athletics, as well as ample space for shoppers to sit, try on shoes and have fun.
The fashion lab store format is focused on getting product out of the box and in full view to allow shoppers to explore, experiment and more instantly find the footwear and accessory fashion they desire. The front store area is dedicated to the women's collection with space to showcase key product trend stories in a self-select environment.
To facilitate family shopping, the children's section, complete with play area, is located at the back of the store and well away from the front exit, allowing moms and parents to focus and shop.
"From the very beginning of the process, we knew that this effort would result in a store concept like no other," said Paula Stafford, board member and design principal at Callison.
The new Fashion Lab stores feature materials and colors chosen to combine and contrast a warm, welcoming feel with the fashion lab's clean, modern environment. Mostly white fixtures allow Payless' signature color -- orange -- to visually pop and are combined with wood accents and slate blue flooring to ground the space.
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