Shoe retailer DSW repositioning strategy seeks to demonstrate its status as a destination beyond footwear shopping.
DSW Unveils Renovated Framingham Store and New Brand Expression
DSW, the popular shoe retailer, has revealed its renovated store in Framingham, Massachusetts, as part of a larger strategy to connect with customers on a deeper level. The store, now featuring a fresh look with new lights, floors, and updated signage, aims to surprise shoppers with its expanded offerings.
Located in Columbus, Ohio, DSW President Laura Davis spearheads the company's efforts to position itself as a hybrid retailer, offering an unmatched selection of shoes for women, men, and kids, as well as accessories such as bags, hosiery, and other items.
The Framingham store's revamp includes a new customization area and a larger try-on area, catering to customer demand for personalized shopping experiences. Customers can now personalize items like totes, T-shirts, and water bottles at the store's customization station.
In addition to the traditional shoe selection, DSW is introducing new brands such as Blundstone, Bombas, Frye & Co., and Goodr. The brand's boot assortment looks different this year, with leopard, burgundy, and a banana yellow Frye & Co. boot among the new offerings.
DSW has also partnered with the creative agency MetaDesign to implement its new brand concept, which is reflected in the store's open concept design, allowing customers to explore and try on shoes at their own leisure.
To further enhance the shopping experience, AI try-on technology is available at the Framingham store. Customers can scan themselves and see different outfit options, making it easier to find the perfect pair of shoes.
The brand's new tagline, "Let Us Surprise You," is a testament to its commitment to offering unexpected finds. This fall, DSW will offer a range of shoe styles including kitten heels, Western boots, ballet flats, Mary Janes, and Chocolate brown boots.
DSW has also collaborated with dancer Sydney Moss to create a CTV-streamed television content that represents the brand's new brand expression. The content will be aired soon.
In an effort to establish an emotional connection with its customers, DSW conducted surveys and visited top shoppers' homes to gather insights. These insights have guided the brand's decisions in creating a more personalized and engaging shopping experience.
DSW is not stopping at the Framingham store. Five new stores are planned to open this fall, from Connecticut to California, with more stores expected to follow in 2026. The brand's goal is for customers to be surprised and say "Wow, I can get those shoes at DSW?"
The new collection from Sam Edelman will be available at DSW, joining other popular brands like Aetrex, which offers a foot measuring technology service with a customization station at the Framingham store.
In conclusion, DSW's renovated Framingham store and new brand expression are designed to provide customers with a unique and personalized shopping experience. With its expanded offerings, new brands, and innovative technology, DSW is poised to surprise and delight its customers this fall and beyond.
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