DSW's CMO, Sarah Crockett, discusses the brand's strategic refresh, focusing on evolution rather than revolution. The episode covers leveraging DSW's existing strengths like its physical store footprint and loyal customer base, while identifying unique opportunities in the footwear market. It offers key insights into modernizing an established retail brand by sharpening its personality and relevance for today's consumers.
Key takeaways
DSW leverages its physical store footprint and loyal customer base as core assets in its brand refresh, indicating that established strengths should be integrated, not discarded, during modernization.
The rebranding emphasizes an 'evolution, not a revolution' approach, focusing on sharpening DSW's existing brand personality and identity rather than a complete overhaul, suggesting incremental, strategic changes for established brands.
DSW is conducting in-depth market analysis to identify unique opportunities in the footwear landscape where they can uniquely fulfill consumer needs, highlighting the importance of competitive differentiation.
The strategy centers on the question, 'Where could DSW uniquely fulfill something for the consumer, and what does that require us to sharpen up within our own personality and within our own brand?' This provides a framework for defining brand purpose and strategic refinement.
DSW prioritizes 'brand amplification and brand relevance' to resonate with contemporary consumers while honoring its heritage, a critical balance for long-standing brands.
Nine months into her role as CMO of DSW, Sarah Crockett is making some changes. Crockett, who has led marketing for companies including Dickies and Burton, has been tasked with driving a brand refresh: “What the leadership team was looking for and what was needed [when I was hired] was some level of brand amplification and brand relevance,” Crockett said on the latest Glossy Podcast. While working to meet these demands, Crockett has leaned into DSW’s existing strengths, including its large store footprint and loyal customers, she said. She’s also studied the footwear landscape to pinpoint DSW's unique opportunities. “This is going to be an evolution, not a revolution,” she said. “'We’re asking, ‘Where could DSW uniquely fulfill something for the consumer, and what does that require us to sharpen up within our own personality and within our own brand?'” Other details from Crockett’s rebranding strategy are spelled out in this week’s episode.
What does this episode say about retail & omnichannel?
DSW leverages its physical store footprint and loyal customer base as core assets in its brand refresh, indicating that established strengths should be integrated, not discarded, during modernization.
What does this episode say about brand & content?
The rebranding emphasizes an 'evolution, not a revolution' approach, focusing on sharpening DSW's existing brand personality and identity rather than a complete overhaul, suggesting incremental, strategic changes for established brands.
What does this episode say about founder & leadership?
DSW is conducting in-depth market analysis to identify unique opportunities in the footwear landscape where they can uniquely fulfill consumer needs, highlighting the importance of competitive differentiation.
What does this episode say about retail & omnichannel?
The strategy centers on the question, 'Where could DSW uniquely fulfill something for the consumer, and what does that require us to sharpen up within our own personality and within our own brand?' This provides a framework for defining brand purpose and strategic refinement.
What does this episode say about retail & omnichannel?
DSW prioritizes 'brand amplification and brand relevance' to resonate with contemporary consumers while honoring its heritage, a critical balance for long-standing brands.
