CLAIMING NEW TURF

CHALLENGE
With competitors having aped the positioning that helped the brand grow like wildfire, Famous needed to differentiate itself once again.

INSIGHT
Buying shoes is mom’s affordable fantasy. (How we arrived at this is a fascinating story. Basically, we peeked in people’s closets.)

SOLUTION
Reposition Famous as the brand where shoe-loving moms will experience the joy of finding the right shoe at the right price. And with 900 stores and counting, it’s working just fine, thank you very much.

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