Designer Shoe Warehouse (DSW) launched a new brand positioning called “Let Us Surprise You” on September 2. The campaign emphasizes the joy of shopping in-store, where 70% of DSW’s business occurs. This strategic shift follows extensive consumer research including segmentation and shop-alongs.
Kelly Ballou, DSW’s vice president of brand and creative, said the goal is to move beyond transactional relationships and create a deeper emotional connection with customers. The brand aims to reestablish itself as a source of happiness for consumers amid challenging economic times.
The new campaign is DSW’s first effort with creative agency Crispin, appointed last fall to help sharpen the brand’s differentiation in a crowded retail market. Maggie Malek, CEO of Crispin, described DSW as more than a warehouse, calling it “a whole playground” that offers joy and surprise, contrasting the online shopping experience.
Central to the campaign is a 60-second ad featuring dancer Sydney Moss performing a routine choreographed by Noelle Marsh. The ad illustrates the excitement of trying on shoes and discovering new sides of oneself, based on insights gathered from consumers.
Created with London Alley and directed by Courtney Phillips, the ad will run across connected TV, over-the-top platforms, YouTube, and social media. DSW is also collaborating with Hypebeast to reach a fashion-forward audience and strengthen cultural connections.
Ballou emphasized the platform’s role in challenging consumer assumptions about DSW, inviting shoppers to explore the brand’s diverse assortment and discover surprises both in products and themselves.
The brand experience extends to retail locations with curated playlists and a new approach encouraging store associates to engage customers enthusiastically. A remodeled store in Framingham, Massachusetts, will feature an augmented reality “try-on zone” where shoppers can virtually style shoes with different outfits, serving as a test site for potential expansion.
Despite positive comparative sales at the end of 2024, parent company Designer Brands has faced difficulties in 2025 due to economic headwinds and low consumer confidence. The marketing refresh aims to retain current customers and attract new ones by leveraging behavioral segmentation of its 16-million-member loyalty base.
Ballou noted consumers view shoes as a versatile way to express personality, a sentiment consistent across age groups from 24 to 64 years old. The platform seeks to spread more joy universally, regardless of background or perspective.