Famous Footwear: Cartography 101

Don't the strat planners at Famous Footwear use mapping software for competitive proximity analysis? If not, have 'em call Zach Brown at Research Edge.

Notice the tone from Famous Footwear management on performance by region on its 2Q call. Clearly lacking confidence about why certain markets are underperforming. The sad thing is that so many are saying the same thing in the same states. Famous Footwear's store adds in CA, NV, AZ, and FL are underperforming. Well guess what? Same thing goes for Payless, DSW and even Sports Authority. Dick's is adding stores in 3 out of 4 of these states too. Texas would be high on this list too if oil was not over $100.

I don't care what anybody tells me, but as too many retailers add stores in new states at the same time, it simply is not good. I think that the cycle shifting back to athletic footwear will support this for the athletic space, but for the casual/fashion footwear space this means trouble.
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