Foot Locker 2014 Annual Report Download - page 14

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DELIVER EXCEPTIONAL GROWTH IN WOMEN’S
Over the last few years we have taken a completely fresh approach to our women’s business, starting from the
understanding that the shopping and buying patterns of our female customers are very different from our male
customers. In creating her workout wardrobe, she starts with apparel, and wants it to t well, be stylish, and have
technical features to enhance her athletic performance. To address her priorities, we have created a new brand,
SIX:02, that features apparel from the major athletic brands, as well as the best in athletic footwear — all in an
environment just for her.
At the same time, we have successfully stabilized the Lady Foot Locker business, driving a positive comparable
sales gain for the year, including a double-digit percentage increase in the fourth quarter. To the extent possible
in the smaller Lady Foot Locker stores, we have introduced the key apparel items, such as tness tops, sports
bras, shorts, and bottoms, that form the base of the SIX:02 apparel assortments.
The next phase of our women’s strategy is to:
• Develop SIX:02 into our primary women’s brand
• Strengthen our SIX:02 customer connection by building brand awareness and providing superior store and
online experiences
• Build our apparel business in concert with our major vendors
• Expand women’s to play a more signicant role in all of our relevant banners
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