Payless opens first holiday pop-up in Times Square
today Nov 21, 2018
Affordable footwear company Payless has opened its first holiday pop-up location in New York City. Located at 136 W. 42nd Avenue between Times Square and Bryant Park, the temporary store will offer a wide range of shoes, handbags, and accessories.
Timed to coincide with peak holiday shopping traffic in NYC, the pop-up will be open during Black Friday, offering snacks to visiting shoppers who have been chasing sales around the city.
"We wanted to try a new approach and a different store layout to showcase our product offering and better highlight our top brands," said Darren Haddock, senior vice president of retail operations for Payless, in a release; "What better place to try out this concept than the hub of holiday shopping excitement, right in the heart of New York."
In addition to the New York location, Payless has also opened eight additional pop-up shops across the country. Predominantly located in roomy industrial spaces, these temporary stores feature a cleaner, more modern interior than traditional Payless stores.
While Payless doesn't necessarily have a reputation as a coveted shoe retailer, a subtle re-brand and altered marketing strategy has been shown to take formerly uncool singular footwear brands – like Skechers and Crocs – to new heights of pop-success. This pop-up debut by Payless may be the beginning of the company's efforts to refresh its image in the public eye.
The range of Payless brands, including American Eagle, Minicci and Christian Siriano for Payless, will be available at all of the retailer's new pop-ups and online at payless.com.
Copyright © 2019 FashionNetwork.com All rights reserved.