Kansas-based Payless Shoesource recently unveiled a new logo and a new direction for their retail stores as a result of new leadership change in the summer of 2005 when Matt Rubel, who previously worked on retail brands like J. Crew, Revlon, Tommy Hilfiger and Nike’s Cole Haan division, joined the company and procured Payless Shoesource in need of a new, more focused direction: to dispel the notion that they only sell “cheap shoes,” to appeal to a more design and budget-conscious customer (in other words, Targetize it.)
"Consumer research over the past years has told us that our current logo pigeon holes us and dates us," said Mr. Rubel, "this new logo is designed to amplify the new Payless brand position, to inspire fun fashion possibilities for the family. We know that great fashion and design doesn't have to cost a lot, and we are making the latest footwear and accessory trends available at a great price for all to enjoy."
The first store to receive the new Payless logo is in the Independence Center, Independence Missouri. All new stores opening in '06 will feature the new logo on store fronts; current stores will receive new exterior signage in a phased approach.
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