U.S. Shoe steps up marketing

United States Shoe Corp. is breathing life into its Women’s Specialty Retailing Group this month with a new centralized marketing unit charged with building the group’s six major store brands in traditional Procter & Gamble-esque style.
The renewed emphasis on some of its retailing units could mean more money for its stable of agencies, or possibly one agency if the company decides to consolidate its marketing efforts.
At the helm of the new division, to be based in Enfield, Conn., is Kerry Bradley, who assumes the newly created position of vp/marketing for the $1.4-billion retailing group this week. Bradley hails from U.S. Shoe sister division LensCrafters, where he was vp/marketing for two years of the company’s first centralized marketing effort. Bradley also carries six years at Procter & Gamble on his resume, and sources said his strong brand-building work for LensCrafters garnered attention with U.S. Shoe execs and marked him as a star.
The dominant brand in the group is Casual Corner, according to Bradley. Advertising is handled inhouse out of the Enfield, Conn., office. But Advertising To Women, N.Y., worked on a fall campaign for the brand in 1991.
Casual Corner has no other agency relationships at this time. Media billings for 1991 were approximately $1 million.
The other five divisions–Petite Sophisticate, Ups ‘N Down/Pappagallo, Caren Charles/Capezio, August Max Woman and Career Image Company Store–either did no image advertising last year or spent in the $100,000 range.
“All of the divisions had what you could call marketing support staff, but there was no strategic marketing function in any of them,” Sherman said. “We are going to be involved with classic brand management and really work to build these brands like they never have been before.”
Copyright Adweek L.P. (1993)