DSW Aims to Surprise Its Customers With New Brand Vision, Product Mix

Designer Shoe Warehouse ( DSW ) is kicking off the unofficial start of fall with a new look.

The Designer Brands-owned retailer has launched a complete brand repositioning centered around its new tagline, “Let Us Surprise You.” The company noted that the refresh “signals a significant evolution for the brand, one that reimagines both the in-store and digital customer experience and reasserts DSW ’s relevance in the rapidly changing retail landscape.”

Laura Davis , president of DSW, told FN in an interview that “Let Us Surprise You” is the result of months of gathering customer insights.

“We partnered with Los Angeles-based creative agency Crispin to do all kinds of qualitative and quantitative deep dives with our customer,” Davis said. “Everything from how they think about shoes,