How DSW’s New Brand Platform Showcases the Fun of In-Person Shopping

DSW’s Falling Marketing to Rebranding Opportunity 

From the start, DSW could be perceived or belittled as a footwear brand valued mainly for saving money, finding the best deals, and building customer loyalty through reasonable pricing. That approach worked for a while, attracting consumers who don’t want to break their bank. But it lacked the emotional connection and failed to grow affinity with customers or strengthen how people feel about the brand. 

Many felt indifferent toward DSW, prompting the company to pursue a rebranding opportunity—one aimed at creating a more impactful brand with a lasting impression on both new and existing markets. In a highly competitive retail landscape, especially with the rise of online-only shoe brands and influencer-driven styles, DSW needed more than discounts to stand out.

This led to a major brand refresh called “Let Us Surprise You.” The goal? Make shopping fun again and remind people how exciting it can be to try on shoes in person.

DSW’s Strategic Marketing Goals & Research 

In order to pivot the brand’s perception and identity, DSW utilized consumer behavioral insights and surveys rather than harping on demographic statistics. This allowed DSW to understand the process of not only what the consumers do but also why they choose to go to a certain footwear store or website over another, or what ultimately leads to the purchase decision. Through this research, the brand was able to fixate on what their consumers really wanted and needed from their brand and the experience they could offer them. All in all, it became apparent how much of an emotional, expressive, and exciting experience they not only wanted to have but would seek over the feeling of a chore of transactional action. DSW discovered that trying on shoes is an emotional experience. Online shopping can feel both convenient and sadly impersonal; they saw this as an opportunity to reclaim or reshape their brand, not only online but even more so in person, to become a positive, emotional, and creative experience for shoppers. With 70 percent of their sales still happening in store, it was the perfect time to turn their locations into more than just outlets, but memories of fun expression and creativity. It’s about discovering different sides of yourself. That emotional and expressive layer of shoe shopping was missing from DSW’s old messaging, and it became the heart of the brand’s new direction. 

Launching the “Let Us Surprise You” Ad 

To kick things off, DSW launched a colorful, dance-heavy commercial starring dancer Sydney Moss and choreographed by Noelle Marsh. The ad tells the story through dance, energy, and music. As Moss moves through the store, she changes shoes and outfits, showing how each pair brings out a new mood, style, or side of her personality. The dance serves as a symbol for trying on different versions of yourself—both physically and emotionally. Paired with an optimistic soundtrack, the ad reflects the fun and excitement, and surprise of finding something new in store. This artistic, fluent, and engaging advertisement was shown on all sorts of channels, using the different walks of life, the different personalities, styles, and attention spans that could be reached and influenced by the rebranding of DSW.

Why It Worked?

This campaign worked because it brought emotion and personality back into the DSW shopping experience. Instead of focusing only on prices or products, the brand leaned into how shoes make people feel. It also transformed the idea of in-store shopping to something thrilling and emotionally fulfilling rather than a drag or a check off your to-do list. The use of multiple media platforms, along with their partnership with Hypebeast, helped reach a broader and more style-conscious audience. In-store changes like augmented reality (AR) try-on zones, curated playlists, and brand cheerleaders made the experience feel fresh and fun, not just transactional.

In the end, “Let Us Surprise You” wasn’t just about new shoes—it was about rediscovering the joy of shopping and the simple fun of trying something new. That emotional spark is what helped DSW reconnect with its customers in a more meaningful way.

Works Cited 

Kelly, Chris. “How DSW’s New Brand Platform Showcases the Fun of In‑Person Shopping.” Marketing Dive, 2 Sept. 2025, www.marketingdive.com/news/how-dsws-new-brand-platform-showcases-the-fun-of-in-person-s hopping/758903.