Payless Strives to Be Style Destination in New Spots

Shoe Seller Highlights Its Fashion in New Campaign From Marc USA

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Payless plays up its style in new spots.
Payless plays up its style in new spots. Credit: Courtesy Payless

Payless ShoeSource is putting its best foot forward. In this case, that foot is wearing a floral-print pump and surrounded by flower petals. The 60-year-old discount shoe chain is focusing on style, and not just price, in its new campaign, "Payless for Style."

Topeka, Kansas-based Payless is airing as many as eight 15-second TV spots this year; each will be timed to the trend of the moment. This month, the shoe seller is airing a commercial featuring floral and pastel shoes, timed for Easter and spring fashion. It follows an athletic-shoe centered spot from February.

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"With the great improvements we've made in our products, there's more style than ever across the entire Payless line," said Payless senior VP and chief marketing officer Vincent DeSantis in a statement. "That's the message of this new campaign." He noted that the chain, which has more than 3,000 locations in the U.S. and many more globally, wants to attract new shoppers as well as loyal customers.

Marc USA, which is Payless' agency of record, worked on the new spots. Cari Bucci, general manager of Marc USA Chicago, noted that there are many places where women can buy inexpensive shoes, especially with the proliferation of online sites such as Zappos. However, by highlighting its fashionable styles, Payless will be able to differentiate its brand, she said.

"It's not just price anymore," said Ms. Bucci. "It's style."

Payless spent $99.3 million on measured media last year, a 7% rise over 2014, according to Kantar Media.

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