Payless ShoeSource's New Brash Brand Partners With VersaEmerge's Sierra Kusterbeck
Fri, 15 Jul 2011 12:58:26
Payless ShoeSource is launching a new teen brand, Brash(TM), a line of edgy affordable footwear, accessories and beauty items perfect for girls wanting to create their own independent style. The retailer also announced its partnership with musical artist Sierra Kusterbeck, lead singer of alt-rock band VersaEmerge, to serve as the iconic Brash Girl -- the face and voice of the new exclusive-to-Payless brand to inspire others to invent their own Brash fashion looks.
Kusterbeck does rock that "scene girl" look, so she is perfect for this gig.
The Brash brand will launch in early August in all Payless stores nationwide and Payless.com, as well in Canada and Puerto Rico and will feature about 120 on-trend shoe and accessory items for teens including footwear in women's and youth girls' sizing, handbags, jewelry, hair accessories and beauty products including fragrances and makeup that can be styled and collaged together to create a unique and edgy look. In keeping with Payless' mission to democratize fashion for all to enjoy, pricing is affordable and ranges from beauty items starting at $3 and jewelry and hair accessories for $6 to $25 for shoes and $45 for boots. Pricing on average is below $20 an item and the line is expected to be refreshed seasonally throughout the year.
"Brash helps us complete our teen brand portfolio with a wide array of affordable on-trend shoe, accessory and beauty items for the spontaneous and playful teen shopper who wants to stand out from the crowd and experiment and invent her own independent style," said LuAnn Via, CEO of Payless. "Sierra is a Brash Girl and she embodies the brand's personality -- she has a unique tough-yet-girlie style, is tremendously creative with her music and fashion and is a perfect picture of Brash style. We are thrilled to have found Sierra and believe she is a great fit to help us inspire girls to create their own Brash looks."
To support the new brand, in early August Payless is launching a site, which you can view here. It is a site dedicated to the new brand and featuring the full shoppable collection, as well as background information on Kusterbeck and video from her recent European tour including clips of VersaEmerge's music. Kusterbeck will also be featured in the Brash ad campaign launching in traditional and digital media in early August and in the Public Relations and Social Media programs supporting the new brand. A range of VersaEmerge songs will also be used by Payless to support the campaign. Additional terms of the deal were not disclosed.
"I am thrilled to team up with Payless on Brash," said Kusterbeck. "I personify a Brash Girl both on and off the stage, and I am excited to inspire others with my role as the face and voice of Brash. I often have girls approach me and ask 'where did you get that?' and now I can say 'at Payless,' which for me is really powerful because the Brash brand can help them achieve the bold style they are after because of its affordability and accessibility. My favorites in the fall line are the Ollie combat boots and the Josie peep-toe wedges -- they are sick styles and I wear them a lot and with many different outfits. The beauty items like the eye shadow roller-ball and the lip stain are also amazing."
"I love what Payless is doing in general to democratize fashion and this is the first cool, edgy line that's affordable, which is great for teens. For them, affordable is the best word ever," she said.
Are you going to check out the Brash line when it debuts at Payless?