Famous Footwear was losing Fashion First Shoppers to higher echelon stores, like Macy’s, Kohl’s and DSW, because the Fashion First Shopper perceived Famous Footwear to be old-fashioned and outdated. To reverse this trend Famous Footwear needed a new, more emotional brand story, to shift Fashion First Shopper’s view of Famous Footwear from safe and boring, to bold and daring, without losing the core target of Bargain Shoppers. 

We did a deep dive into data related to both segments, then added an overlay of culture and uncovered a couple of key insights that spanned across both targets. Then we wrapped the value message in the notion that “Shoes are more than just something you wear on your feet, they change the way you act, think and feel,” positioning Famous Footwear as a win for your heart, mind, spirit and your pocketbook. In addition, we were able to convince the client to reconfigure some internal business processes, which allowed us to shift the production schedule from quarterly shoots into a single mega shoot, pooling together the production budget and raising the level of production quality across assets for TV, Print, In-Store, Social and Digital.