How Famous Footwear Tapped Into Its 60 Years of History to Weather the Pandemic

Over the course of six decades, Famous Footwear has navigated many ups and downs in the consumer market, all by maintaining a consistent focus on families and providing must-have styles at affordable prices. The tagline coined by founder Neil Moldenhaur in 1960 still holds true: “Brand name shoes for less.”“At our core things haven’t really changed about who Famous Footwear is: We’re still a footwear retailer that offers great national brands at a great value,” said Mike Edwards, who was named president of the St. Louis-based chain on Nov. 11, after 12 years with parent company Caleres. (Edwards took over from Molly Adams, who exited for another opportunity.)Caleres’ chairman, president and CEO, Diane Sullivan, agreed: “Famous Footwear is a brand that is trusted and loved. We are fiercely dedicated to having a deep understanding of our customer, and we can deliver her the experience and brands she is looking to buy for her entire family.”However, though much is similar, Famous Footwear...