Payless steps to Barkley as shoe market shuffles

Cuneo, Alice Z.; Ross, Chuck
December 1999
Advertising Age;12/6/1999, Vol. 70 Issue 50, p8
Trade Publication
This article deals with the selection of Barkley Evergreen & Partners to handle marketing for Payless ShoeSource in 1999. The advertising account is valued at $80 million. Barkley will handle all marketing functions for both Payless and its Parade of Shoes chain, which has 222 stores that sell mid-price women's shoes. Barkley was the incumbent on Parade of Shoes. With the combined account, Barkley will handle strategic planning, creative, public relations, media planning, sales promotion and event marketing. Payless is predicting growth on the areas of revenue from the acquired Parade chain, added stores in Canada, expansion of a partnership with retailer ShopKo Stores and an online initiative.


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