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Callison’s Fashion Lab design for Payless ShoeSource emphasizes value, fashion, and a fun shopping experience. Sales are exceeding expectations, and new stores in upscale locations are attracting not only traditional customers of the self-select footwear chain, but a new targeted customer base of fashion-oriented shoppers.

Shifting Customer Motivation
The design shifts customer motivation from price to value, and from need to desire. Inspired by the innovation of a laboratory, the design changes brand perception by encouraging fashion shoppers to explore, experiment, and find footwear to pair with accessories for a complete outfit. Custom mobile display fixtures, or “lab tables,” showcase key trends with easily accessed storage below, creating a streamlined aesthetic while maintaining stock levels on the floor.

Cool, contemporary lighting highlights the cashwrap and children’s area, while Payless’ iconic orange adds punch to the design’s sleekly white, European aesthetic.

“Our store redesign is a critical step in rounding out the new Payless brand promise for shoppers,” said Matt Rubel, CEO and president of Payless. “With our new focus to democratize fashion and design in footwear and accessories, shoppers can experiment and have fun with the latest trend fashion affordably.”

Making Shoe Buying Easy
The design evokes possibilities while helping shoppers find styles and sizes. A bright, open plan replaces Payless’ original tall, galley-like racks with a convenience-oriented format. Low-profile gondolas create open sightlines for easy navigation.

“You can see all the way into the store,’’ said Callison Principal Ron Singler. “It creates a welcoming environment.”

Taller fixtures toward the back also highlight products while keeping merchandise neat. Featured footwear on slim backlit acrylic shelves between the tall cases replace the visual clutter of open shoeboxes.

Fun, functional seating makes it easy to try on the latest shoes.

Accessories merchandised on custom Design Fabricators hangrails attached to a pog system promote product pairings.

“We orchestrated a seamless experience that connects the dots between customer intrigue and purchase,” said Paula Stafford, executive vice president at Callison. “This brand reinvents the self-select footwear category.”

The design also addresses how women—Payless’ primary market—shop for themselves and their families. For example, the children’s area is tucked well away from the front exit for safety, giving mothers a greater ability to focus as they shop. And kids’ shoes are displayed by size in response to research indicating this preference.

Improving Access to Expand Customer Base
The fashion lab store design allows for access to more lucrative sites to attract a larger volume of shoppers and a more diverse spectrum of customers, from value-driven to fashion-forward. With improved products, store design, and merchandising, Payless is now offered prime real estate locations that were once off limits.