US retailer Famous Footwear is running ahead of its back-to school rivals with women aged 25 – 49.
In early July, Famous Footwear, DSW and Payless were close to each other in perception with the key women 25 – 49. Shortly afterward, they began unveiling their back-to-school campaigns: Famous Footwear’s new “Make Today Famous,” DSW’s “Where’d You Get Those Shoes,” and Payless’ “Buy One, Get The Second Half-Off.” By early August, with shopping season in full swing, all three brands went their separate ways in perception.
Famous Footwear broke out from the pack the third week of July, improving its buzz score from 71.9 to its current leading 95. Payless generated a 10-point bump before scores trailed off at the end of August. DSW declined during July, dropping from 71 to 52, received a Buzz boost in mid-August to 77 and is currently at 65.2.
All three chains have remained above the apparent and shoe sector average for the female 25 – 49 demographic.