Dubai, 1 March 2012: Payless ShoeSource, the largest specialty family footwear retailer in the Western Hemisphere, today announced the opening of a unique and special 300-meter store tailored for The Dubai Mall environment. The outlet was customized in a way that captures the attention of local shoppers and their needs. Just like in the U.S. and in other parts of the world, Payless will be offering a huge variety of on-trend, comfortable, high-quality, and affordable footwear to their consumers in the UAE market.
Commenting at the official opening, Steve Gish, Executive Vice President Retail Operations and Franchising of Payless ShoeSource, said: “The self-select shopping environment is unique for the Dubai and Middle East market. To enhance the shopping experience, the Payless ShoeSource store design in The Dubai Mall has been adapted keeping in mind the fashion and style oriented consumer. It is large and features a broad entrance to offer convenience and ease of shopping.”
Consumers can turn to Payless to get this year’s must-have shoe and accessory trends, all at great value prices. The average retail price per pair is expected to be around (Dhs 119) for women’s shoes, (Dhs 149) for men’s styles and (Dhs 79) for kid’s per pair.
The Payless team has created an energized, customer-centric organization dedicated to democratizing fashion and design in footwear and accessories to inspire fun, fashion possibilities for the family. Payless is also executing a House of Brands business strategy aimed at offering well-recognized brands featuring the latest on-trend styles offered at a great price in a fun, inspiring shopping environment.
The retailer’s extended children's sizing program will also be available in stores throughout Dubai. This program allows children of all ages to find the best shoes that fit just right. The extended sizing program was created in direct response to customers who conveyed feedback that they buy shoes for children whose feet are adult-sized, but the fashion, styling and pricing of adult shoes makes it challenging to find the right styles for these kids.
Recently, the Payless team has achieved many important initiatives.
Expanding Brand Portfolio
Through licensing arrangements or acquisitions the brand portfolio offered in Payless stores continues to expand and today includes such brands as (American Eagle, Brash, Dexter, Airwalk®, Zoe & Zac, Montego Bay Club, Above the Rim, Lower East Side and the Smartfit children's brand), among others.
Through relationships with New York-based fashion designers, Payless has designer collections featuring original designs by “Lela Rose for Payless” designed by the famous New York fashion designer Lela Rose, “Christian Siriano for Payless” designed by the Project Runway winner and now bona fide fashion designer, Christian Siriano, and “Isabel Toledo for Payless” designed by Isabel Toledo, whose apparel designs are worn by First Lady Michelle Obama. Through these arrangements Payless partners with the designers to unveil the footwear and accessory collections on the runway at New York Fashion Week, and later offers the collections in select Payless stores. The Payless designer collections are among the most broadly distributed designer footwear lines available in the U.S. today, and now shoppers at Dubai Mall can get the same designer collections without having to travel to the U.S.
Payless Design Team
Payless has a footwear design team in New York City dedicated to developing original product designs supporting the retailer's seasonal collection of on-trend products for the women's, men's and kids' categories.