Foot Locker 2008 Annual Report Download - page 11

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9
In 2004, the Company acquired Footaction
with an objective of increasing its market
share in the United States by purchasing
a business that caters to a consumer that
typically resides in an urban area and em-
braces “edgy” fashion styles. Footaction’s
roots in urban America have provided sig-
nificant street credibility with urban fashion-
trend influencers. The target customers for
Footaction are predominately males, under
the age of 25, who are inspired by athleti-
cism but defined by street culture.
The Footaction in-store environment
was recently updated with new tables and
mannequins that improve the showcase of
its merchandise assortments. By cross-
merchandising footwear, apparel and
accessories within these presentations, the
Footaction stores present a more compre-
hensive and effective urban fashion story
to the customer. New lifestyle graphics
reflecting the core Footaction consumer
were also added above the shoe wall in the
stores to provide a shopping environment
more relevant to its core customer base.
Today, there are 335 Footaction stores,
averaging 4,700 gross square feet each.
Footaction will continue to strive to gain
market share by identifying emerging
brands and working with its existing ven-
dors to keep its merchandise assortments
current.