Recently Payless ShoeSource announced that they will be launching a "green" shoe & handbag brand. In partnership with Summer Rayne Oakes, they will introduce 8-12 on-trend fashion shoe styles for women with an average price of $30 and under. The women's collection will launch Spring 2009 in 500-1000 of their 4500 retail stores and online. Plans for Men's and Kid's are in the works as well.
In an interview with David Twiddy of the Associated Press on Tuesday, October 14, 2008, Matt Rubel, CEO of Collective Brands Inc.(parent company of Payless ShoeSource) said, "At the end of the day, what you're trying to do is really democratize 'green' here. We want to bring it to the people in a way where it brings compelling value and compelling good things for the planet."
Through the use of sustainable and eco-friendly materials such as organic cottons and linen, natural hemp and recycled outsoles, as well as eco-smart packaging and local sourcing, Payless will bring affordable & fashionable 'green' footwear options to Main Street. In a statement published in Footwear News Vol. 64 No.39, Rubel expressed that this venture is the beginning of a larger company initiative to go green. This line will help define and optimize the strategy. The company will expand the methods and materials to add green to other brands as well.
Like Walmart, Payless has large economies of scale so they can keep their green pricing low allowing many customers who can't afford other green shoes by Patagonia, Timberland and Teva to enter the green market. More people participating in the green movement is better for business and better for the planet.
till next week --Restore, Refresh, Recycle and Renew
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11 comments:
I am very excited to see what this line will look like and what age they are targeting it at. When I think of green shoes, I definitely envision a brown,tan, sage colored shoe with a hemp bottom. If it isn't that, it is very similar to it. For now I think the customer that most deisgners are targeting is the "eco-girl" that chooses to look environmentally conscious. I think eco-friendly products will create a much louder noise when they are able to be merchandised across all different styles. I cannot picture my Mom ever purchasing a green looking shoe, but if it were a green shoe that was made with reduced carbon foot printing and happened to be a sophisticated style she loved, she would purchase. I think you are starting to see a more sophisticated style in green products in apparel compared to shoes. Some designers showcased chic designs this Spring at fashion week that prove you don't have to sacrifice style for the environment. http://www.style.com/fashionshows/complete/S2009RTW-CMIELE
Personally I have not come across any shoes that have broken free from the hippie-esque look, but that's not to say that they're not out there and there is not developments of new textiles that will make this possible. I read an article in WWD recently that noted Phil Chamberlain, head of sourcing cheaper alternatives for green products for C&A Retailer saying, “Our market research says our customer is very happy to play a part in helping the environment, but they’re not prepared to pay additionally for that — especially in the current market climate.” I think this goes across the board with any market, and especially the fashion industry. I believe that the steps being made by Payless and other discount retailers is a good one for the green initiative. I'm definitely not convinced of its success, but I am optimistic that many consumers have been waiting for a cheaper alternative to do something positive for the environment, now more than ever.
Like Courtney I am very excited to see what this line will look like. I hope that the shoes and bags are tastefully designed to attract the customer who may not typically be concerned with the environment. This line has the potential to make those people who are more interested in finding a deal actually interested in monitoring their carbon footprint. If there are two equally attractive and practical pairs of shoes; one environmentally friendly and the other not for sale at a Payless Shoe store I hope that the shopper would make the right decision to help the environment. I guess we will have to wait and see the line and sales results in the spring!
-Kristan Alekna
I totally agree and encourage the idea of democratizing ‘green’ products, especially fashionable products. There are many eco-friendly shoe and handbag companies out there but not everyone can afford them. For instance, I love Natalie Portman’s vegan line of shoes but would never be able to afford them. I also would love to purchase a bag from Ashley Watson who uses recycled leather to create her unique bags, but once again I am unable to obtain this item at this point in my life. I am hoping that Payless does very well with this line so that the green concept can be implemented to all 4500 locations instead of the mere 500 to1000 stores. I know that the guest designer lines have done well at Payless ShoeSource, so this should be no different. The new trend of going green should receive even more attention because the middle market now has the opportunity to implement certain aspects of a green lifestyle. I am also quite pleased to hear that these shoes aren’t just made with eco-friendly material but actual green packaging and local sourcing, so that one may purchase an all around green, eco-smart product in a stylish manner at an affordable price.
I am excited to see that these shoes end up looking like. for some reason I never think of green products as being something I would wear. I am not sure why. have seen several fashionable and cool items that i would love to own. Sometimes green is expensive. I guess when I hear that it is from Payless I just assume that it will be Burlap and ugly. However I do own several pairs of Payless heels that I wear when I go out in the city. they are comfortable and well worth the $12.00 I spend on them! Several companies, designers, and consumers alike have formed this bond that green is in. I feel like if companies don't start producing then other companies will. Being that it is possible, companies have no reason not to do it! Just like the Walmart article, I am so happy to hear that Payless is also opening their doors and minds to this idea because it is not only bringing people of all wealth levels together, but it is preparing the next generation for new ways to live. Especially since the economy is not doing well it is important for places like Walmart and Payless to offer affordable green products. I commend them for stepping up!
As everyone else. I can't wait to see what these shoes look like. I've been interested in buying a pair of eco-friendly shoes but haven't found any that I really like and some are pretty expensive. I do like the shoes that Simple makes but I don't think they have enough styles to interest a wide range of people. Maybe Payless can do a better job. I know that other companies like H&M are now producing some organic cotton clothing and I think that any way to make eco-friendly clothing and shoes more affordable and fashion forward the better. However, I'm not certain that the Payless customer is that interested in eco-friendly shoes. I'm not sure they would pay the extra ten dollars for a shoe that is better for the environment, they are more price conscious. Perhaps, Payless would draw a new customer in. A customer that is interested in eco-friendly shoes but is tired of paying a high price (like Timberland or Patagonia) for them. This might help Payless expand their business in this rough economy.
I think the concept of democratizing the green movement is vital to its long-term success. The most influential consumer consists of the middle class and it is therefore important that ethical merchandise is produced and marketed with them in mind. I feel the participation of Payless in addition to Walmart and Sams will be a great help in making ethical consumption more mainstream. With the reduced prices in comparison to other eco-fashion goods perhaps consumers will realize that conscience consumption can adjust to any lifestyle. In addition, I also agree that Payless should design shoes with style still a main priority. As most have admitted, a lot of the ethical products out there are down right ugly. Consumers want products that maintain a similar sophistication as those from conventional methods of production. Buying something “green” should be a benefit to an already satisfying purchase.
I think it's great that another large scale retailer like Payless is making efforts to go green. For my co-op I worked directly in the footwear merchandising and design department. As a result I really became aware of the vast environmental effects the footwear industry has. There are so many processes and materials that go into making a pair of shoes. Because of all the glues, heavy materials, and molding that goes into creating each shoe, many companies are trying to find "greener" ways to produce fashionable footwear. Like said in previous posts, most eco-friendly shoes today look somewhat hippy, so I think retailers are definitely trying to reach a broader market with trendier styles. Hopefully Payless manages to do this. Since most green shoes on the market today are so expensive, there is definitely an opportunity for a discount retailer like Payless to take advantage of. Payless seems to do well with re-creating inexpensive designer look alikes, so if they can do the same with their new line of shoes and bags and maintain quality, they should find success with the green middle class consumer.
This is a great topic after the discussion of Walmart's steps to going green. It's exciting to see these companies offer an inexpensive way for consumers to help the green movement along, and feel like they are making a difference. Like everyone else, I'm curious and excited to see how they will go about designing these shoes because they could either be creative or just ugly. This also ties into kids learning how to be eco-friendly at an earlier age. If Payless makes these shoes for Kids, then they will be exposed to it early on when their parents explain to them how they are helping the environment when they wear those shoes.
After Walmart and Playless jumping on the green bandwagon, I'm excited and curious to see who else will take the next step.
I agree with all of the comments above. I think that this is a great breakthrough in terms of attention to a lower income class as well as for other stores in following in Payless' footsteps. Green clothing and eco-friendly products have always been a bit pricey, but many believe the price to be worth saving the planet. However, those in lower income families do not tend to care for the environment as they need the price that works best for them first. So, this is a great step in creating a trend for the entire market to produce lower-priced, eco-friendly products. However, as others have mentioned, I do hope that this line and other who follow are very particular in their styles. If a consumer at Payless sees two regular black pumps, they are going to go for the environmental friendly one, if it is not a different price. But if the eco-friendly version of the pump has an awkward rubber heel or something that does not fit the same target market as the regular black pump, then regardless, the consumer is going to go for the one that suits their taste and not the one that saves the earth. I guess we will see what happens! I hope for the best--our planet needs a successful eco-friendly breakthrough!
I think this is a great and affordable way to help people go green. There are a lot of eco friendly green products out there that aren't as affordable for some people. Payless is a huge company with stores everywhere. This is a great store to sell green products in, I feel that a lot of people shop at payless and I think the shoes will be a big seller. I think going green is a big thing right now and its definitely growing and becoming more of a priority for people. So I think it's awesome that payless came out with a green shoe so that people on budget can afford to go green too! Plus everyone needs to wear shoes this is a good way to start spreading the greenery. Hopefully they come out with a fashionable shoe.
-Dana D.
I can't wait to see what Payless has come up with. It is so exciting to see that green fashion is making it's way down. I am very interested in how they are keeping their prices low and how green these shoes actually are. There are many people in this country that don't care about going green and are certainly not willing to spend a lot of their money on eco-friendly products. If these products are made well, on trend and cheap, then people may just buy them because they like them. Even if they aren't cute you have to break the seal at some point. Once Payless and other stores get their technology and production down, they will be able to expand their creativity while staying green.
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