DSW today launched a new brand positioning, "Let Us Surprise You," which celebrates the in-store experience, as the retail chain conducts 70% of its business in person. This represents a "conscious shift" forged after months of consumer segmentation, shop-alongs, and research.
“We know that we have a fantastic transactional relationship with our consumers today, but we really wanted to move into the emotional space,” said Kelly Ballou, vice president of brand and creative at DSW. “We saw a nice opportunity to bridge that gap between our stores and developing a richer experience for consumers.”
The positioning also allows the brand, which has struggled in a tough economic climate, to reintroduce itself as a source of joy for stressed consumers. The brand platform and associated campaign is the first work produced in partnership with Crispin, the creative agency of record for DSW since last fall.
“We knew that we were looking for someone who was going to help us really elevate our marketing and sharpen those points of differentiation, because the category is extremely crowded today,” Ballou explained.
At the center of the platform is a 60-second ad that brings the excitement of finding and trying on new shoes to life through a dance routine performed by Sydney Moss. The ad was developed based on conversations with consumers who stated that trying on shoes allows them to find joy in exploring different sides of themselves.
“DSW was more than just a warehouse, it's a whole playground. We are seeing this come to life in the new brand platform strategy. It’s all about showcasing the joy, surprise, and fun of shopping in a DSW store,” said Maggie Malek, CEO of Crispin.
The spot was produced in partnership with London Alley and directed by Courtney Phillips, and will air across connected TV, over-the-top platforms, YouTube, and social media in various lengths. DSW is also collaborating with Hypebeast to target a fashion-forward audience, aiming to grow a cultural connection with consumers.
“The ‘Let Us Surprise You’ platform provides us with an opportunity to say, ‘You may think you know DSW,’ but if you could just leave your assumptions at the door… we might have something that surprises consumers,” Ballou explained.
New brand platform elements will also appear in retail locations, featuring a “vibey” playlist and a new cheerleading approach for store associates. In the newly remodeled store in Framingham, Massachusetts, DSW will have a “try-on zone” utilizing augmented reality (AR) mirrors to show consumers how to style shoes with various outfits.
“Let Us Surprise You” aims to encourage exploration through footwear. We've seen positive comparative sales in nine quarters towards the end of 2024, yet Designer Brands, DSW's parent company, struggled in 2025 due to a strained macroeconomic environment.
The marketing overhaul is designed to retain previous consumers while attracting new ones by exploring its loyalty base of 16 million and conducting research based on consumer behavior.
“The common truth we found was that shoes allow consumers to express themselves and engage with different facets of their personality, which is as true for a 24-year-old as for a 64-year-old,” Ballou explained. “Everyone could use a bit more joy in their life today, so we're trying to bring that together through this platform.”