Famous Footwear (www.famousfootwear.com)
today announced its first nationwide branding, advertising and social
media campaign that will reach consumers across the country with an
empowering message - Make Today Famous(TM).
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(Photo: http://www.newscom.com/cgi-bin/prnh/20090715/CG46669-b)
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"Our research tells us that consumers are making a dramatic shift in
shopping habits - value, versatility and convenience are more important
now than ever, and people are buying to satisfy needs over wants, though
they're still interested in unique offerings. We also learned from our
consumers that it is an emotionally transformative moment when they find
the right pair of shoes at the right price that are convenient to obtain
and offer something unique like a great brand or new fashion trend. From
these learnings we created Make Today Famous, a new mindset that touches
all aspects of our business, and inspires our customers' walk through
life by delivering compelling value, nationally recognized brands and
convenient, easy-to-shop stores," said Brown Shoe President-Retail Joe
Wood.
To unveil Make Today Famous to consumers nationwide, Famous Footwear, a
more than 1,100-store retailer of brand name footwear for the family, is
implementing its largest, most integrated branding campaign to date. The
campaign kicks off the retailer's Back-to-School season, a time when
more people are shopping for shoes than most other times during the
year, and includes Famous Footwear's first-ever national cable
television advertising campaign and radio spots in 47 major cities.
The campaign features a significant social/digital media component that
includes dedicated website MakeTodayFamous.com, online banner ads, a
Facebook page, YouTube channel (www.youtube.com/Fam0us
Footwear, with a zero in place of the "o" in the word "Famous"), Twitter
handle (@Famous_Footwear) and viral video. In fact, a 30-second video
"teaser" released on Father's Day, which shows a dad swaddling his
newborn son and raising him into the air to give the giggling child a
different view of the world, garnered approximately 70,000 views in the
first 48 hours. More videos are planned, including a soon-to-be released
digital short, and will be available at MakeTodayUnexpected.com, which
launches August 3 and includes fun and interactive shoe-themed quizzes
and games.
"The concept of being famous has changed with the advent of social
media. Through Facebook, Twitter, YouTube and other outlets, we all have
our own private stage to perform for an audience of friends, family and
others, making us a little bit famous. We want to make our customers'
day Famous with nationally recognized "famous" brands, great value and
the inspiration that comes from finding just the right shoe. 'Make Today
Famous' captures this essence in a high touch, interactive campaign that
will resonate with our consumers, not only during Back to School but
long after," said Brown Shoe Senior Vice President-Retail Marketing Will
Smith.
About Famous Footwear
Famous Footwear is one of the largest footwear retailers selling
brand-name footwear for the entire family, with 1,100 stores nationwide.
The chain ranks among the top retailers of such well-known brands as
Nike, adidas, Skechers, Buster Brown and New Balance. Famous Footwear is
proud to be a national partner of the March of Dimes, and sponsors March
for Babies events in more than 1,000 communities nationwide. Famous
Footwear is operated by the retail subsidiary of Brown Shoe Company,
Inc. (NYSE: BWS), which has $2.3 billion in sales as a retailer and
wholesaler of footwear. For more information, visit http://www.famousfootwear.com
and http://www.brownshoe.com.
About Brown Shoe Company, Inc.
Brown Shoe is a $2.3 billion footwear company with global operations.
Brown Shoe's Retail division operates Famous Footwear, the more than
1,100-store chain that sells brand name shoes for the family,
approximately 300 specialty retail stores in the U.S., Canada, and China
primarily under the Naturalizer brand name, and footwear e-tailer
Shoes.com. Through its Wholesale divisions, Brown Shoe markets leading
footwear brands including Naturalizer, Dr. Scholl's, Franco Sarto,
LifeStride, Etienne Aigner, Via Spiga, and Sam Edelman. Brown Shoe press
releases are available on the Company's website at http://www.brownshoe.com.
/Photo: http://www.newscom.com/cgi-bin/prnh/20090715/CG46669-b
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AP PhotoExpress Network: PRN7, 8, 9 PRN Photo Desk, photodesk@prnewswire.com/
/Web Site: http://www.brownshoe.com
http://www.maketodayfamous.com
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