Companies

DSW tests new format store ahead of back-to-school season

Jul 7, 2022 United States

The footwear chain, owned by Designer Brands, has been testing since May in its Hedwig Village store in Houston a new store format to better engage with the youngest consumers

This format includes kid-friendly displays that are designed to meet kids at their eye-level as well as a hopscotch board, a basketball hoop, a toy-car racing track and kid-friendly shopping carts. "The goal is to keep the kids engaged and make it fun for them", summed up Jim Weinberg, Designer Brands' chief merchandising officer. He added that the company will reassess the progress after a 90-day trial period and decide whether to expand from there.

DSW also reported having reduced the number of different kid shoe silhouettes in stores to ensure that it can keep most of its shoes in stock. This move comes in response to the supply chain issues felt in last year’s back-to-school season: "I think that we’re demonstrating that staying in stock is really important to the consumer and we weren't able to do that last year", Weinberg added. In addition, he expects this season to be more promotional than last year's, when demand far outweighed supply, especially due to the current accelerated inflationary environment.

For the season, the retailer is bringing back the partnership with Staples tested last year, in which it offered a curated selection of school and office supplies in some stores. This assortment will be available again at half of its locations.

Image Credits: footwearnews.com

United States Companies Designer Brands DSW Footwear Retail