Companies

DSW unveils new look to strengthen market position

Oct 3, 2025 United States

To refresh its image and re-engage customers, the footwear retailer owned by Designer Brands has launched a new brand platform called ‘Let Us Surprise You’ and is refining its product mix

The ‘Let Us Surprise You’ campaign, created in collaboration with the agency Crispin, was rolled out across CTV, social media, in-store signage and DSW.com. It was supported by a new brand commercial featuring Sydney Moss, a former dancer from Taylor Swift’s Eras Tour. Built around the joy of discovery and the emotional lift of shoe shopping, the commercial is the result of months of gathering customer insights.

DSW has also partnered with comedian Heather McMahan to create a special series of social content to generate excitement for the brand's new positioning. A new logo, designed to reflect optimism, movement and modernity, has also been unveiled.

In addition, the footwear retail chain is investing in experiential features such as augmented reality mirrors and curated try-on areas to make store visits more interactive. The retailer is also refining its product range, placing greater emphasis on private labels and exclusive collections in order to differentiate itself from competitors.

This initiative highlights its commitment to in-person shopping, which currently accounts for around 70% of its sales.

“We know that we have a fantastic transactional relationship with our consumers today, but we really wanted to move into the emotional space”, Kelly Ballou, vice president of brand and creative at DSW, said. “We saw a nice opportunity to bridge that gap between our stores and developing a richer experience for consumers” (retaildive.com).

Image Credits: forbes.com

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