DSW Designer Shoe Warehouse
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Transcript of DSW Designer Shoe Warehouse
DSW Designer Shoe Warehouse
AIM Consulting
Amber Chiles, Megan Florez, and Iryna Kuchurivska
Company Background First store opening in Dublin, Ohio in 1991 Discount Retailer of shoes, offering between
24,000-30,000 pairs of shoes in at least 2,000 styles
In 2008 launched an e-commerce site and mobile site
2010 annual revenue of $1.8 million In 2010, became the 2nd largest market share in
adult footwear. Competitors
Collective Brands, Inc. JCPenny TJ Maxx Zappos
Current Marketing and Target Market
Market to style and value conscious men and women
DSW Rewards program “Where’d you get those shoes?”
StrengthsLarge assortment at affordable pricesConvenient store layouts make shopping easier for customersAlways offer clearance priced shoes for budget conscious customers
WeaknessesLack of awareness of children’s shoes available onlineChildren’s shoes not available in store makes shopping difficult for parentsOnly a national brand, makes competition with international brands harder
OpportunitiesUtilize social media to gain a larger audienceAdvertise on mommy blogs, social media, and magazinesExpanding internationally
ThreatsRetailers such as TJ Maxx and Target, or other online retailers such as ZapposNeeds a stronger brand identity that allows them to compete with retailers that offer children’s shoes already
SWOT
Problem & Solution
DSW’s children selection is on-line only and poorly advertised creating an inconvenience for shoppers
Create a new target market and raise customer awareness by offering children’s shoes in-store. Change store layout and adjust VM
appropriately Addition of promotions Assortment
Store Layout
Kid’s SpaceSmaller shoes,
more product“Store” within a
storeKid-Friendly
shoppingStress-free
shopping experience for parents
Store Layout/Visual Merchandising
Kid-Friendly fixture Shelves with rounded edges and plastic
coverings Rubber floor pad where kids play Carpet where shoes are Shorter wall fixtures ▪ Attachments on merchandise to
prevent falling
Visual Merchandising Same color scheme throughout store Utilize lighting Present merchandise in a way that is
appealing to the new consumer without losing the aesthesics
Promotional Strategies Children-friendly ads Free purse promotion
with a purchase for Mothers and Daughters
Focus on emotional appeal of mother
daughter bonding Cartoon belts for boys
with a purchase of shoes 4 major season
advertisements and special back to school promotion
Growing our Consumer Target Market
Focus dedication to mothers and not women in general
Children mimicking their parents through dress
Focus on positive advertisement revolving motherhood and being fashionable
Future Consumers
Providing unforgettable experience for daughters and sons with their parents.
Focusing on children as future consumers of DSW
Giving an opportunity to connect with their parents
Assortment
Focus on delivering wide range of footwear for children ages 4-10 years old
65% casual wear 35% special occasions 60% girls shoes 40% boys shoes
Evaluation
Sales reads bi-weekly to gauge children’s shoe sales Market research on best and least selling
brands to ensure stocking accordingly in the future
Customer Feedback Online Surveys▪ 20-30 questionnaire▪ Incentives to participating like 15% off next
purchase upon completion of survey▪ 6-9 month period
Conclusion
The addition of children’s shoes at DSW locations will increase profit and give DSW the opportunity to compete with other brands and stores that offer footwear for the whole family.
QUIZ TIME!!
What year did DSW open its first store? 1991
How many pairs of shoes are in a typical DSW store? 24,000-30,000
Name two of the four competitors of DSW? Collective Brands, JCPenney, TJ Maxx, or
Zappos Name two of the three ways AIM suggests
DSW to solve their problem of no children’s shoes in-store? Store layout/visual merchandising, promoting
to a new target market, and assortment