hold only 31.7% of the industry market share, the remaining being held by many small companies, each with less than 5% of the market share. (Hurley) Foot Locker focuses mostly on athletic shoes, which represent 90% of their total sales. (Hurley) It holds the largest market share within the industry and as such its sales were about 2.5 times that of the other three competitors in 2014. (Foot Locker Inc. Form 10-K 2014) Payless ShoeSource, the main brand of Wolverine Worldwide, focuses mainly on selling reasonably priced women’s non-athletic shoes. (Hurley) DSW and Caleres, on the other hand, sell many different types of shoes, and aim to provide anything the customer may need rather than focusing on a single product line or market segment. (Hurley) Caleres contains two divisions: Famous Footwear and their Brand portfolio, accounting for about 62% and 38% of their total sales, respectively.
