Payless, Wal-Mart slug it out over footwear

07/28/2003 | Advertising Age (tiered subscription model)

Wal-Mart is catching up to footwear leader Payless ShoeSource in the $40 billion shoe market. Payless is featuring talk show host Star Jones in its commercials to target fashion conscious consumers, while a research analyst says Wal-Mart's biggest hurdle will be to shed what he calls its outdated image of catering solely to lower-income customers.

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