Brown Shoe Company

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Brown Shoe, Fiscal Year 2011
Jessica Bates
Professor Williams
ACC 100
November 21, 2011

Brown Shoe Company, Inc. was founded in 1878 and incorporated in 1913. Current activities include the operation of retail shoe stores and e-commerce websites as well as the sourcing and marketing of footwear for women, men and children. However there focus is on completing the infrastructure enhancements, strengthening consumer engagement, growing and developing talent, and growing the heart of Brown Shoe. Some of the brands Brown Shoes carried are; Nike, Sketchers, New Balance, Puma, Converse, DC, adidas, Asics, Madden Girl, Connie, Hot Kiss, Dockers, Reebok, and many more. Brown Shoes has turned there focus to what the consumer wants because the decline in sales. In doing this there sales hit an all time high at 2.5 billion dollars last year.

Completing the infrastructure enhancements begun three years ago. This is the last leg of the new infrastructure which includes launching a west coast retail distribution center. This means that Famous Footwear division will be moved to St. Louis. At the same time they are implementing a new enterprise-wide technology plat form; this allows consumers to buy from their phone, home or in the store. The new center has allowed them to be faster to market and improved efficiency.

Strengthening consumer engagement focused investments in marketing directly contributed to success. They have built a powerful consumer advertising not only through traditional channels, but also through a 360 degree platform aimed at fostering a two way dialogue with consumer across a spectrum of lifestyles and shopping occasions. This approach has apparently improved traffic to our stores and websites, higher conversion rates, better brand rating scores. (Brown, 2011)

Growing and developing talent for Brown shoes has become a key focus. For more than a decade they have been committed to building and developing and...
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