Innovations at Pay Less prototype accent apparel - Pay Less Northwest drug stores

Discount Store News, April 24, 1989 by Pamela Krein

Innovations at Pay Less Prototype Accent Apparel

CAMERON PARK, Calif.--Apparel has taken on an upgraded and enhanced appearance at Pay Less NW's new drug store prototype which recently opened here.

Unlike most drug chains, the K mart subsidiary headquartered in Wilsonville, Ore., is strongly committed to apparel, and the new store located east of Sacramento certainly is no exception.

Situated in one corner of the 31,000-square-foot store, the family apparel department features lifestyle graphics, bold brand name signage, modern teal-colored fixtures--both displays and rounders--and trac lighting. The look is decidedly an upgrade from Pay Less' usual nofrills approach to apparel and is in keeping with the entire store's modern merchandising approach.

The apparel mix itself has also been upgraded, and represents one of the first concerted efforts of the Pay Less buying staff. Prior to the Cameron Park opening, much of the apparel buying for the drug chain was done at K mart headquarters in Troy, Mich.

Pay Less first introduced apparel when it opened its short-lived Wonder World variety discounter division. Although that concept is now gone, the chain operates apparel in many of its larger, rural stores, according to executive vice president Tim McAlear.

Yet as McAlear pointed out, "we're not trying to make a big statement with apparel," so the emphasis at Pay Less is on easy-to-wear and sell merchandise.

Well-stocked categories include T-shirts, sweatshirts, jeans, camp shirts and other casual attire. Although dressing rooms are available, customers can purchase much of the apparel without trying on the merchandise.

Among the selections ranging up to around $20 each are such name brands as Playmate, Lovepats, Jordache, Sergio Valente and Gitano in women's and Dunlop, Tultex, McGregor, Rustler and Wrangler in men's. The apparel department also includes children's wear, accessories and shoes (an area that is licensed to Meldisco).

The 271-store chain expects to open some 30 stores this year with the updated format. While many stores will include apparel, those that don't will run approximately 4,000 square feet less, or around 27,000 square feet. Additionally, Pay Less is looking to start upgrading its existing stores to the new format.

PHOTO : Pay Less NW's new prototype store in Cameron Park, Calif., features an increased emphasis on apparel--and its fixturing. Above left, trac lighting spotlights lifestyle graphics while bold brand name signage reflects the concerted effort by the buying staff to upgrade the merchandise mix. New teal-colored fixtures are in keeping with the entire store's modern approach.