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No longer content to be seen as merely a place to buy cheap shoes, Payless ShoeSource wants to be known as a seller of fashionable footwear, according to the RFI for the $60 million advertiser’s creative review.
“Payless wants marketing and advertising that will make the customer feel proud of shopping at Payless, thereby increase her . . . purchases, and to generate new customer interest in shopping at Payless,” the document notes.
With sales of more than $2.75
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