Famous Footwear 2013 Annual Report Download - page 4

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FEET
FIRST
2 2013 BROWN SHOE COMPANY ANNUAL REPORT
+
+
+
FEEL
GOOD
INSPIRE
PEOPLE
LIVE
BETTER
Our
Mission
Our success at Famous Footwear is due, in part,
to our carefully crafted marketing strategy, which
has moved away from tactical promotions to
targeted eorts designed around today’s modern
family. In 2013, our Victory is Yours campaign
entered its second year, and we built on its
inaugural success by sponsoring the Good Morning
America summer concert series. These 15 weekly
concerts helped increase Famous Footwear’s
visibility and brand presence on a national scale.
We also worked to maximize our Rewards program
in 2013, and added nearly 1 million new members.
With each new Rewards member, we gain more
information on our consumers and insight into
their shopping history and, as a result, we’re able
to target our marketing eorts to be more relevant
to each individual consumer.
At our wholesale operations, sales were up 5.3%
in 2013, with both our Contemporary Fashion and
Healthy Living platforms contributing. At 5.6%,
we also saw marked improvement in overall
wholesale operating margins, up 140 basis points
year-over-year.
Contemporary Fashion wholesale sales – including
Sam Edelman, Franco Sarto, Via Spiga, Vince,
Carlos and Fergie – were up 12.7%, with Sam and
Franco both having record years. When it comes
to fashion footwear, we’re committed to providing
trend-right options across multiple price points
for a variety of consumers. From luxury and
casual to polished and feminine styles, we have
our Contemporary Fashion consumers covered.
For our Healthy Living wholesale platform, we saw
2013 sales improve 2.4%, and this includes our
Naturalizer, Dr. Scholl’s, LifeStride and Ryka brands.
Our Healthy Living consumers continued to turn
to Brown Shoe Company in their search for
shoes providing for both wellness and comfort.
The daily activities for these consumers go
beyond traditional fitness to extend from work to
home to social activities, and our Healthy Living
brands keep pace with them every step of the way.
+ 5.3% WHOLESALE SALES