Famous Footwear was created 40 plus years ago in Madison, WI. Their objective was to sell brand named shoes for less. In 1960 with a $10,000 loan Neil Moldenhauer opened "Neil Factory Outlet Shoes."
With business moving right along Neil decided in 64" to change the name and the first Famous Footwear was born. By 1969 there were 8 stores and sales went from $300,000 to $950,000.
Understanding their customer base is what strengthens the company into what it has become today.
People want a great product at the best price possible. If it means having a designer name than so much the better, but if it means paying an added cost you lose the interest of the consumer/buyer.
Under the Brown umbrella meant a secure foundation of growing the business with unlimited backing. The Brown Shoe Company motto is to "put the consumer and their needs first by targeting 3 platforms, healthy living, contemporary fashion, and family.
1992 Famous becomes the nation's largest shoe store chain. With 304 retail stores and 3 discount stores the brands focus is family.
Carrying more than 80 nationally recognized brands of Athletics and Shoes. Athletic footwear like, Nike, Sketchers, Converse, New Balance, Reebok and Rocket Dog. Featuring shoes from Guess, Nickels, Aerosoles, SperryTop Sider, Franco Sarto and Naturalizers.
In 2001 the company hit a major milestone. Reaching 1 Billion in sales for the first time.
This proved that their selling module was working better than expected and people appreciated the cost structure of the business.
Launching the "Make Today Famous" campaign was to inspire customers on their walk through the highway of life.
Highlighting that magical moment of finding the perfect pair of shoes from your favorite brand at the right price. Another super campaign is the "Famous For A Day" this series surprises lucky consumers to spend the day with one of their favorite celebrities.