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APR 2007

Are Designer Collaborations Dead?

With ever more retailers tapping fashion's biggest names, the once-hip strategy is becoming cliché and savvy designers are focusing on other markets

BusinessWeek, April 9, 2007 — When Matthew E. Rubel left his post as chairman and chief executive at upscale footwear label Cole Haan in 2005 for the chief executive position at low-end shoe store chain Payless ShoeSource (PSS), he faced the challenge of rejuvenating a company that had seen 10 years of flat sales. So within the first two months of his new role, he focused on tapping into a trend that's been gaining momentum since early this decade: high-profile, limited-edition collaborations between budget-friendly retailers and ultra-chic fashion designers who typically sell their clothes and accessories at tony department stores such as Neiman Marcus or Saks Fifth Avenue (SKS).

Category: Brand Strategy
Tags: Payless, Target, Partnership Branding
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FEB 2007

After a Slump, Payless Tries On Fashion for Size†

Low-End Shoe Chain Joins Trendiness Trend; A $40 Calfskin Bootie

Wall Street Journal, February 10, 2007 — The storied merchants of Manhattan's Fifth Avenue have a neighbor with a new look these days: Payless ShoeSource Inc., the retailer long known for cluttered, warehouse-like stores, budget shoppers and shoes that rarely cost more than $15 a pair. Across from Lord & Taylor at 39th Street, the Payless store sports a new sleek design and shoes such as a $22 platform pump with a bow tie.

Categories: Brand Strategy, Customer Experience
Tags: Payless, Customer Targeting, Growth, Repositioning, Retail Design
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