1. Competitive Overview 6/30/14

2. Brand overview 6/30/14

3. Tagline
Designer 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-category
loves the classics
fashion-focused
classic deal-seekers
fashion on a budget
man of the house
online shoppers
shopping bag fillers
return trippers
shoe fanatics
DSW 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 elegant
Inspirational quotes promoting strong women
Creative promotional/sale ads
Trendy creative cultural pictures
Relatable employee pictures
Influencer contest ads
Video:
DSW Getaway Style: Travel styles. City, Festival, Beach, Adventure
DSW Spring Trends: Leopard, Oxfords, Boho, Dapper, Rocker Chick, Simple Guy, Metallic, Accessories, Sneakers, Casual Cool
Commercial Closer Looks
High level of production second videos
Overall, 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 less
Stylish & trendy at an affordable price
Tone:
Relatable, Attainable, Inspirational, Trendy
DSW core values:
Passion, Accountability, Humility, Collaboration
The 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 platforms
Facebook
2,470,772 likes, high engagement, frequent posting everyday
Twitter
65,300 followers, high engagement, frequent posting everyday
Instagram
25,857 followers, high engagement, frequent posting everyday
Blog
N/A, high engagement, frequent posting everyday
Pinterest
20,688 followers, medium engagement, consistent posting most weeks
Wanelo
299,100 followers, medium engagement, consistent posting most weeks
YouTube
645 subscribers, low engagement, inconsistent posting by month
DSW 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: Blog
Launch Date: May 12, 2014
Influencers: 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: Facebook
Launch Date: August 2011
Influencers: N/A

9. Banner ads
Last seen Apr 25, 2014 theonion.com
Last seen Oct 21, 2013 accesshollywood.com
Banner 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 platforms
Integrated brand messaging across platforms
Integrated campaign promotions across platforms
DSW 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 bloggers
More followers on social platforms than competitors- high levels of reach
Reaches a main target audience of female millennial’s on social platforms
Active on Pinterest
Weaknesses
No Google+ page
YouTube page is ignored
Can not buy kids shoes in-store, only online
Focused on targeting women through social media- narrowing sales
Opportunities
DSW Mobile App
Create Google+ Page
YouTube playlists or mini series with shoe designers
Partner with existing fashion apps like Poshmark or The Hunt
Partner with YouTube beauty gurus for giveaways
Threats
Companies with wider range of audience on social media- more male or athlete followers
Existing fashion apps
Designer brands with affordable lines and a large presence on social media ie. Steve Madden