PALM SPRINGS — DSW Shoe Warehouse CMO Sarah Crockett has been keeping track of the flurry of name refreshes and rebrands within the latest previous for classes about what works and what doesn’t. She hopes to use these to the model technique overhaul she is spearheading and which is being undertaken at a time when shoppers are pulling again on some purchases as a consequence of an unsure macro atmosphere.
One key takeaway from Crockett’s observations is that the perfect refreshes are normally natural evolutions of the model relatively than drastic modifications that may flip off a core buyer base, the chief stated throughout a keynote presentation on the eTail Palm Springs convention on Feb. 25.
“There’s a lot goodness at DSW from our previous, we’d be silly to throw that within the trash,” Crockett stated. “We’re taking the goodness — that value-based mannequin, the self-service mannequin that broke the business on the time — and we’re going to modernize that.”
DSW CMO Sarah Crockett
Courtesy of DSW
The overhaul of DSW’s model technique will take time, stretching from analysis to implementation, however has been an early precedence for Crockett in her first 9 months on the job. The advertising and marketing government has additionally labored to make the most of celebrities and influencers and curated a back-to-school information that drove 26.1 billion media impressions through the third quarter in comparison with 15 billion the 12 months prior.
She spoke through the presentation concerning the significance of leveraging her personal nostalgic connection to the model, the place she shopped for sneakers at first of her skilled profession, and recognizing that it’s a feeling shared by many shoppers.
“The most important problem is: How do I preserve deal with this midterm, long-term journey that we’re on to reimagine that emotional response but additionally drive the enterprise every day?” Crockett stated.
The large image
Designer Manufacturers, the guardian firm of DSW Designer Shoe Warehouse, began Q3 2024 on the fitting foot earlier than stumbling as a consequence of elements outdoors its management. After a robust back-to-school season, DSW noticed boot gross sales hit by unseasonably heat climate and general gross sales affected by a shopper pullback as a consequence of an unsure macro atmosphere, resulting in whole comparable gross sales lowering by 3.1%.
Amidst the latest struggles of Designer Manufacturers, advertising and marketing has been a supply of a number of wins and stays a key piece of the corporate’s future progress plans, CEO Doug Howe stated on a December earnings name.
For Crockett, that advertising and marketing focus means beginning with a deep understanding of the model’s shopper base and the way its assortment has advanced from its trend footwear roots to the athleisure types which have turn into extra commonplace.
“[The DSW shopper] tends to be extra feminine. She does are usually the purchaser within the family, for her youngsters, for her accomplice, whomever it might be,” Crockett stated. “We’re persevering with to evolve … our future is sustaining that buyer, but additionally, in fact, attracting a brand new buyer, as effectively, with Gen Alpha and millennial generations.”
Due to the breadth of its assortment and its standing as a model group with a definite retail presence, DSW doesn’t have a single competitor. Its identification provides it a really broad buyer base that spans demographics.
“What we discovered is a shared mindset that may hyperlink everybody, from a boomer to a Gen Alpha [consumer], and by tapping right into a shared mindset past demographics, we’re hopeful that we will preserve a extremely wealthy relationship with our buyer base who’s been with us for years, whereas additionally [bringing] in a complete new period of shoppers,” Crockett defined.
To help the model’s advertising and marketing, Crockett is combining inner and exterior groups, together with Stagwell company Crispin, which was named company of file for DSW in November 2024. The union of inner groups that reside and breathe the model and its shoppers every single day and an company that understands the model’s guardrails is the easiest way to create advertising and marketing “sparks,” in response to Crockett.
Digital-physical connection
DSW’s retail footprint of greater than 500 shops throughout the nation not solely helps the model interact shoppers who nonetheless desire to strive on sneakers in particular person, but additionally serves as a billboard for the the corporate’s manufacturers.
“Our brick and mortar is my primary most respected advertising and marketing automobile,” Crockett stated. “When you move that threshold, what higher software is there to speak what we’re all about?”
Nonetheless, because the retail expertise turns into an more and more phygital one, omnichannel capabilities are a should. For DSW, which means utilizing its loyalty app to have interaction shoppers with reductions, advantages and content material whereas making the method between looking on-line and buying in retailer extra seamless.
“Our prime clients store each channels, digital and bodily, they usually interact with our app very frequently, and that is one thing that we’re constantly innovating upon,” Crockett stated.
Together with its omnichannel method, DSW has relied on movie star partnerships and influencers to drive word-of-mouth at scale. The suggestions from pals, household and coworkers which have lengthy pushed gross sales aren’t being changed however relatively augmented by influencer storytelling. As with each partnership, Crockett is wanting to ensure DSW is main with the shopper first.
“I’m a giant believer that not each single asset {that a} model places out has to work laborious for each single KPI that you just’re going after,” the chief defined. “It’s actually a mixture, and specializing in the richest ecosystem that we will develop to turn into magnet for our goal shopper, that’s the day job.”
