Famous Footwear 2007 Annual Report Download - page 11

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Naturalizer’s “Beautiful Feels So Good” positioning underscores
the brand’s commitment to dening the style-plus-comfort
category across the globe. As product design is combined with
new comfort technologies, Naturalizer continues to lead the
way in providing women everywhere with feminine footwear
that keeps pace with all the facets of their busy lives. Work to
weekend, day to play, Naturalizer is a woman’s uncompromising
and favorite footwear brand.
This year marked an important step toward solidifying Naturalizer‘s
position as a highly recognized global brand. In 2007, Naturalizer
brought the unique promise of its brand to the China market,
where the middle class population doubles every year, and young
people entering the work force are eager to express themselves
through style and dress. Through a combination of joint venture
and licenses, 400 new stores and shop-in-shops bearing the
Naturalizer name will be opened in China and the Far East, as well
as an additional 32 new Naturalizer stores in Japan.
Thanks to the global expansion of the brand, today women in
over 35 countries around the world are able to enjoy Naturalizer
shoes. Over the next few years, the brand plans to extend its
unique proposition of comfort and style to women in as many
as 50 countries.
Rening and building upon its global
platform, Brown Shoe continues
to expand its presence worldwide,
targeting growth for brands
– Naturalizer, LifeStride, Dr. Scholl’s,
Via Spiga, and Franco Sarto – in new
markets across Asia, Europe, the Middle
East and South America.
From Brown St. Louis to Brown New
York to Brown China, Brown Shoe
has created an extensive global
collaborative design process. The
recently enhanced Brown China in
Dongguan, with 600 employees,
combines new product design and
sample-making with innovations like
the proprietary N-5 comfort system
technology. Brown Shoe is increasing
product quality, and improving price/
value relationships by leveraging its
sourcing expertise and strategically
aligning with the best factories,
suppliers and design talent in the world.
Brown Shoe 2007 Annual Report 9
GLOBAL EXPANSION
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