3 TaglineDesigner shoes. Warehouse Prices.Messaging:“Finding the perfect shoe for the perfect price.” DSW focuses on providing a variety of shoes for an affordable price at the consumer’s convenience.Target:Audience targeted by behavior. Kelly Cook, Senior Vice President of marketing, breaks consumers into 10 categories.multi-categoryloves the classicsfashion-focusedclassic deal-seekersfashion on a budgetman of the houseonline shoppersshopping bag fillersreturn trippersshoe fanaticsDSW conveys the concept that the everyday person can be a fashionista at an affordable price. A person can live luxuriously and stylishly on a budget.
4 Imagery:Logo is clean, simple, and elegantInspirational quotes promoting strong womenCreative promotional/sale adsTrendy creative cultural picturesRelatable employee picturesInfluencer contest adsVideo:DSW Getaway Style: Travel styles. City, Festival, Beach, AdventureDSW Spring Trends: Leopard, Oxfords, Boho, Dapper, Rocker Chick, Simple Guy, Metallic, Accessories, Sneakers, Casual CoolCommercial Closer LooksHigh level of production second videosOverall, videos and images feature everyday people who are also living glamorous lives through fashion. They are living an expensive lifestyle for less. The main creative themes are relatable, yet trendy, and inspirational.
5 Luxurious living for less Stylish & trendy at an affordable price Themes:Luxurious living for lessStylish & trendy at an affordable priceTone:Relatable, Attainable, Inspirational, TrendyDSW core values:Passion, Accountability, Humility, CollaborationThe brand image drives the message of being passionate, confident and strong by being able to afford high-end, trendy shoes on a budget. The tone inspires a motivation to achieve the days goals.
6 Social platformsFacebook2,470,772 likes, high engagement, frequent posting everydayTwitter65,300 followers, high engagement, frequent posting everydayInstagram25,857 followers, high engagement, frequent posting everydayBlogN/A, high engagement, frequent posting everydayPinterest20,688 followers, medium engagement, consistent posting most weeksWanelo299,100 followers, medium engagement, consistent posting most weeksYouTube645 subscribers, low engagement, inconsistent posting by monthDSW has more followers on Facebook, Twitter, and Instagram than its competitors. They are also very active on their blog, targeting a main audience composed of women in their 20’s.
7 Notable campaign DSW Shoe Hookup Summer Lovin’ Contest Incentive: In order to engage Pinterest users, drive traffic to the DSW blog, and drive sales of the new summer shoe lines, the company collaborated with well-known fashion bloggers to give away gift cards and show their own DSW purchases.Procedure: Fashion bloggers promoting “essential summer looks” to Pinterest. Giveaway contest where each blogger choses a follower to receive a $250 DSW Bonus Card.Medium: BlogLaunch Date: May 12, 2014Influencers: Fashion bloggers: Fash Boulevard, Cara Lauren, Eye4Style, Fashion Indie, Gala Darling, Jimmy Choos & Tennis Shoes, Let it be beautiful, Living in Color Print, Merrick’s Art, Barefoot Blonde, Modly Chic, Oh So Glam, Sandy a la Mode, Shop Sweet Things, The Fashion Poet, The Fashionista Next Door, This Time Tomorrow, To The Motherhood.
8 Notable campaign Free Shoesday Tuesday Incentive: Engaging Facebook followers by spreading information about the company while at the same time driving sales by promoting their products.Procedure: “Shoe Lovers” (DSW Facebook followers) who submit the right answer to a DSW related trivia questions receive a chance to win a $50 DSW Bonus Card.Medium: FacebookLaunch Date: August 2011Influencers: N/A
9 Banner adsLast seen Apr 25, 2014 theonion.comLast seen Oct 21, 2013 accesshollywood.comBanner ads target a variety of audiences through product promotion. Some feature athletic shoes, men's shoes, or high-end women's shoes.Last seen Sep 25, 2013 denver.cbslocal.com
10 considerations Consistency: Consistent brand messaging across all platformsIntegrated brand messaging across platformsIntegrated campaign promotions across platformsDSW does a great job and is a good example of consistency of brand messaging cross-platform. The company maintains posting consistency among all platforms except YouTube. It integrates campaign promotion cross-platform as well.
11 Swot analysis Strengths Collaborations with well-known fashion bloggersMore followers on social platforms than competitors- high levels of reachReaches a main target audience of female millennial’s on social platformsActive on PinterestWeaknessesNo Google+ pageYouTube page is ignoredCan not buy kids shoes in-store, only onlineFocused on targeting women through social media- narrowing salesOpportunitiesDSW Mobile AppCreate Google+ PageYouTube playlists or mini series with shoe designersPartner with existing fashion apps like Poshmark or The HuntPartner with YouTube beauty gurus for giveawaysThreatsCompanies with wider range of audience on social media- more male or athlete followersExisting fashion appsDesigner brands with affordable lines and a large presence on social media ie. Steve Madden