DSW reveals a rebranding strategy, featuring a revitalized brand identity and updated retail layout

DSW Rebrands as 'Let Us Surprise You': A New Era for Footwear Retail

Designer Shoe Warehouse (DSW) has undergone a significant transformation, rebranding its business as 'Let Us Surprise You'. This revamp is intended to reflect DSW's new positioning as a place for emotional expression and playful experimentation in footwear.

The repositioning aims to strengthen DSW's relevance in a dynamic retail landscape. According to research, footwear is a space for emotional expression and experimentation, and DSW's rebranding strategy seeks to capitalize on this insight.

The rebranded store in Framingham, MA, serves as a test site for the "future of footwear retail". The revamped store is a physical manifestation of DSW's rebranding strategy, purposefully inviting consumers into DSW's process.

A new brand logo and a refreshed brand platform celebrate individuality, a concept that is further explored in a new campaign. This campaign highlights public figures whose personalities are reflected in their shoes, encouraging shoppers to express themselves through their footwear choices.

To create a more engaging and personalized shopping experience, DSW has introduced AI-enabled mirrors, a customization corner, and a try-on area. These features are designed to help shoppers visualize shoes with various outfits, encouraging individuality and exploration.

Kelly Ballou, VP of brand strategy and creative at DSW, states that the repositioning aims to change DSW from a transactional place to one where consumers see themselves in every aspect of the shoe shopping experience.

The rebranding process at DSW has been led by consumer insights and has been consumer-verified. To increase engagement for the new direction, DSW has engaged celebrity Emma Watson and comedian Heather McMahan to lead social content series.

DSW's merchant team has also realigned their product strategy, onboarding brands like Blundstone, Bombas, and Goodr to more sharply focus on emerging trends.

In summary, DSW's rebranding as 'Let Us Surprise You' represents a significant evolution in DSW's in-store and digital experiences. The revamped store is a testament to DSW's commitment to strengthen its relevance in a dynamic retail landscape, while providing a platform for emotional expression and playful experimentation in footwear.

DSW reveals a rebranding strategy, featuring a revitalized brand identity and updated retail layout