Cramer-Krasselt

Cramer-Krasselt Chicago

In its first high-stakes finals since losing out in the $280 million Kia review in December, the shop believes that Payless continues to enjoy loyalty, and that customers really do like the store and its shopping experience. So the $580-million-plus independent shop will use what’s already on the shelves to make its fashion-value pitch, focusing on the fact that Payless is stocked with “great looking shoes,” as one source put it. Part of Cramer’s pitch is that its advertising should expand beyond its core target, which leaves out teenagers and older women.