Payless ShoeSource, a chain selling moderately priced footwear, is looking beyond its female shoppers' feet to offer two exclusive new lines of beauty and body care products in its stores.
The two new lines, Zoe & Zac and Unforgettable Moment, are being created for the chain by Maesa Group, which has manufactured beauty products for other retailers including Forever 21 and Urban Outfitters.
The lines will be initially tested in 1,500 Payless locations beginning in September and then rolled out to the chain's other 3,000 stores later. The line of 60 items will cover a wide range of body and beauty care needs with prices starting as low as $2.99 and going up to $19.99.
The move to fragrances is not the first time that Payless has explored categories outside of footwear.
"Our shoppers have responded very positively to our initiatives to go beyond footwear and democratize fashion and design in accessories as well, and this is one step further to bring consumers beauty products," said LuAnn Via, CEO of Payless. "Our new beauty line will feature the latest ideas, colors, shimmers, scents and formulas in the beauty and body care category and give our customers additional items to complete their personal sense of style, as well as offer great gifting options -- all at a great price."
Discussion Questions: Is Payless properly positioned in the marketplace to succeed with beauty care items? What particular challenges will Payless face with beauty care items that may be unique to its style of selling shoes?