Foot Locker 2002 Annual Report Download - page 10

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OUR BRAND PRESENCE
Fo o t Lo cker, Inc. c urrently o perates approximately 3, 600
sto res under the names Fo o t Lo cker, Lady Fo o t Lo cker, Kids
Fo o t Lo cker and Champs Spo rts. In addition, the Co mpany
o perates a highly successful Direct-to -Custo mers business,
selling to its custo mers through catalog and Internet chan-
nels. Its Direct-to -Custo mers business o perates under the
same names as its sto re o peratio ns, as well as under its
well- kno wn Eastbay brand.
Diversificatio n has lo ng played a significant ro le and has
been a co mpetitive strength o f the Co mpany. Fo o t Lo cker,
Inc. is diversified in many respects, inc luding o perating
under several names, thro ug h multiple channels o f distribu-
tio n, and glo bally in 14 c o untries in No rth America, Euro pe
and Australia. The Co mpany enjo ys further diversificatio n in
the United States due to its sig nificant presence in enclosed
sho pping malls, strip centers and street locatio ns, bo th in
suburban and urban markets. This diversificatio n is expected
to continue to provide the Co mpany with a competitive
edge by being able to reach a much wider custo mer base
and being less dependent on any o ne econo my o r secto r.
The Co mpany’s primary brand is Fo o t Lo c ker, which was
first introduced to the United States retail market in 1974.
Since its inc eptio n, Fo o t Lo cker has gro wn to a to tal o f
2,060 sto res wo rldwide, with 1,477 in the United States,
377 in Euro pe, 131 in Canada and 75 in Australia. To day,
Fo o t Lo cker has wide name rec o gnitio n in every market
where the Co mpany o perates, and its sto res have beco me
destinatio n lo catio ns fo r its custo mers. Fo o t Lo c ker’s c o re
custo mer is the 12- to -20 year o ld who is highly fashion
co nscio us.
Several years after the initiatio n o f the Fo o t Lo c ker sto re
co ncept, the Co mpany launched its Lady Fo o t Lo cker and
Kids Fo o t Lo cker businesses. Each business was fo unded
and develo ped to appeal to a mo re narro wly fo cused co re
custo mer and o ne with different demo graphics from tho se
who typically sho p at a Fo o t Lo cker sto re.
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