Famous Footwear 2007 Annual Report Download - page 9

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At Famous Footwear, moms can shop for themselves and their families in
an environment that inspires and celebrates “shoe love.” Here consumers
experience the excitement and satisfaction of nding the exact shoes
they want in stores that feel friendly and fun, and communicate quality,
value, and family. The stores are designed to offer shoppers an easy,
convenient, and relaxed atmosphere in which to shop and explore
fashion on their own terms and in their own time.
Catering to consumers’ desire to experience multiple brands at one
convenient location, Famous Footwear opened 110 stores in 2007.
Key to Famous Footwear’s success is the freshness of its products,
resulting from disciplined merchandising and inventory management.
While selling well-known consumer-preferred national brands such
as Nike, Skechers, New Balance, adidas, DC, Mudd and Steve Madden,
Famous Footwear also delivers key Brown Shoe brands, such as
Dr. Scholl’s and Naturalizer, to consumers across the country.
Famous Footwear strengthened partnerships with key vendors in 2007.
Merchandising and marketing teams brought several important initiatives
to life through continuous collaborative vendor programs. For instance, a
partnership with Nike gave high visibility to its limited-edition Cities On
Stage program. Other cooperative ventures focused around large
in-store and mass-media programs, such as the Mudd Girl campaign,
and initiatives with big name-brand product introductions like Nike Reax,
Heelys and Skechers Cali Gear.
Famous Footwear knows that its customers lead busy lives and that
driving from store to store looking for the right shoes is not always
convenient. Famous Footwear’s home delivery service, which provides
free shipping if a customer can’t nd her size or style, grew its sales by
more than 50% in 2007. This service continues to differentiate Famous
Footwear in the marketplace.
Famous Footwear and the Brown
Shoe family of great brands offer the
fashionable and quality footwear that
ts consumers’ lifestyles. And what
is more, consumers can access these
brands and products across multiple
channels in ways that also t the style
and pace of their lives.
Famous Footwear connects with
its customers in a variety of ways.
By understanding each customer’s
purchase habits, Famous delivers the
right messages about the right products
to the right consumers at the right time.
Targeted mailings to Rewards members
give customers the inside scoop on
the latest products and trends. More
than six million Rewards members
contributed over 50% of sales in 2007,
proving that customers love and trust
the national brands and styles that
Famous Footwear provides.
At famousfootwear.com, customers
engage interactively with the brand
through online style guides, “shoe love”
newsletters and fashion sweepstakes.
No matter what channel consumers
shop, Famous strives to ensure that
all online and in-store visits result in
engaging and positive experiences that
keep them returning, again and again.
Brown Shoe 2007 Annual Report 7
BUILDING BRAND AWARENESS IN OUR STORES
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