After helping Famous Footwear grow from 80 stores to 1,100 stores, its brand-names-for-less positioning had been aped by nearly all the competition. Clearly, it was time for a makeover—and one that could be brought to light in seasonal promotions such as back-to-school and holidays. After researching potential Soul PurposesSM, we coined “found them at Famous”—capturing mom’s joy of shoe-shopping success. You see, a Famous mom rejoices when she finds real-world fashion without breaking the bank or her stride. And when she repeatedly lays the plastic down, you know you’ve earned her trust.