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DSW Revives the Rush of IRL Shoe Shopping With Brand Makeover

DSW's new campaign highlights in-store shopping as a joyful, surprising experience, with 70% of sales occurring offline despite digital growth, aiming to engage younger customers.

Summary by Adweek
Designer Shoe Warehouse (DSW) has unveiled a new brand platform that celebrates the unique thrill of shopping for shoes in real life (IRL).

4 Articles

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How DSW’s new brand platform showcases the fun of in-person shopping

Created with Crispin, “Let Us Surprise You” celebrates the in-store experience, as the shoe retailer does 70% of its business in person.

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AdweekAdweek
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DSW Revives the Rush of IRL Shoe Shopping With Brand Makeover

Designer Shoe Warehouse (DSW) has unveiled a new brand platform that celebrates the unique thrill of shopping for shoes in real life (IRL).

Read Full Article
WWDWWD
Center

DSW Aims to ‘Surprise’ Its Customers With New Brand Vision, Campaign and Updated Product Mix

DSW president Laura Davis talks to FN about the retailer's new 'Let Us Surprise You' brand positioning that includes in-store and product mix updates.

·United States
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WWD broke the news in United States on Tuesday, September 2, 2025.
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