Designer Shoe Warehouse (DSW) launched a new brand positioning, “Let Us Surprise You,” focusing on the in-store shopping experience where it conducts 70% of its business. The initiative follows extensive consumer research including segmentation and shop-alongs to deepen emotional engagement with customers.
“We wanted to move beyond transactional relationships and create a richer experience,” said Kelly Ballou, DSW’s vice president of brand and creative. The platform aims to reintroduce the brand as a source of joy amid challenging economic conditions.
The campaign represents DSW’s first collaboration with creative agency Crispin, appointed last fall to sharpen the brand’s marketing in a crowded retail category. “We sought a partner to elevate our marketing and highlight points of differentiation,” Ballou added.
Central to the campaign is a 60-second ad featuring dancer Sydney Moss in a choreography by Noelle Marsh. The ad celebrates the fun of trying on shoes as a way for consumers to explore different aspects of their personality.
“DSW is more than a warehouse; it’s a playground,” said Maggie Malek, CEO of Crispin. “This platform showcases the joy and surprise of shopping at DSW, which online retailers can’t replicate.”
Produced by London Alley and directed by Courtney Phillips, the ad will air on connected TV, OTT, YouTube, and social media. DSW is also partnering with Hypebeast to target fashion-conscious audiences and build cultural connections.
The campaign encourages customers to rethink DSW, hinting they might find unexpected items and experiences. Retail stores will feature new elements like curated playlists, an energized approach for associates, and a “try-on zone” with augmented reality mirrors at a remodeled Massachusetts location.
“The AR try-on zone is a testing lab designed to encourage footwear exploration and could expand to other stores,” Ballou explained.
Although DSW reported its first positive same-store sales growth in nine quarters late in 2024, its parent company Designer Brands faced challenges in 2025 amid tough economic conditions and weak consumer confidence.
The rebranding effort is part of a strategy to retain loyal customers and attract new ones by focusing on behavior-based consumer segmentation across its 16 million loyalty members.
“Shoes allow consumers to express themselves and explore different sides of their personality, regardless of age,” Ballou said. “Everyone could use more joy today, and this platform aims to deliver that to our customers.”