The Glossy Podcast: In-Depth Summary
Episode Title: CMO Sarah Crockett on DSW's Rebrand: 'We're Not Going to Throw Everything Out and Just Focus on the Future'
Release Date: March 19, 2025
Host: Jill Manoff
Guest: Sarah Crockett, Chief Marketing Officer of DSW
1. Introduction: Welcoming Sarah Crockett
In this episode of The Glossy Podcast, host Jill Manoff welcomes Sarah Crockett, the Chief Marketing Officer (CMO) of DSW, a role she has held for nine months. Sarah brings a wealth of experience from previous CMO positions at Dickies and Burton, among others. The primary focus of the conversation revolves around Sarah’s ambitious plans to reposition DSW while leveraging its existing strengths, such as a substantial store footprint and a loyal customer base.
2. Sarah Crockett’s Initial Perception of DSW
Sarah begins by sharing her personal connection to DSW, reminiscing about her first visit to a DSW store in Pasadena, California. This experience left a lasting impression, highlighting DSW’s wide selection of shoes and affordability, which instilled confidence during her early professional years.
Sarah Crockett [01:03]: "I saw the sea of shoes and they were all within my reach... DSW offered me a lot for my money and that allowed me to feel confident."
Sarah emphasizes the emotional and nostalgic value she associates with the brand, which inspired her to infuse that same emotion back into DSW’s identity.
3. Rebranding Strategy: Evolution, Not Revolution
When discussing the rebranding effort, Sarah clarifies that DSW aims for an evolutionary approach rather than a complete overhaul. The goal is to amplify and enhance the brand’s relevance by retaining its unique strengths while adapting to the modern consumer landscape.
Sarah Crockett [07:26]: "This is going to be an evolution, not a revolution when it comes to who we are as a brand."
She references past rebranding failures, such as Tropicana and Gap, to underline the importance of maintaining core brand elements while making thoughtful adjustments.
4. Leveraging Store Footprint as a Strength
DSW’s extensive network of approximately 500 stores is highlighted as a significant advantage. Sarah points out that having a physical presence close to customers serves as a powerful marketing tool and fosters strong customer relationships.
Sarah Crockett [03:33]: "From the adjacency to our customers, the average best customer lives within eight miles of a DSW... It’s a great billboard."
The strategic distribution of stores, especially in the East and Midwest, with plans for expansion, underscores DSW’s commitment to accessibility and visibility.
5. Understanding the DSW Customer
DSW’s target customer is described as affluent, self-expressive, and valuing flexibility in footwear. Sarah delves into how footwear serves as a medium for self-expression and the importance of the in-store try-on experience.
Sarah Crockett [04:47]: "Footwear has a unique flexibility in self-expression... the try-on factor... is important to her."
She discusses the balance between catering to various customer needs—from professional settings to casual occasions—and ensuring that the in-store experience supports these diverse requirements.
6. Digital Strategies and Omnichannel Approach
Emphasizing the importance of an omnichannel relationship, Sarah outlines DSW’s focus on enhancing both digital and physical shopping experiences. The seamless integration of the DSW app and website with in-store transactions is pivotal in reducing friction for customers.
Sarah Crockett [09:28]: "We have a great digital experience, whether it’s through our app or through our website... removing any of that friction."
This strategy ensures that customers can easily browse and research products online before making purchases in-store, aligning with contemporary consumer behaviors.
7. Competitive Landscape and Target Demographics
DSW operates in a broad retail space, with competitors varying by product category. Sarah explains that while Amazon poses a significant threat due to its comprehensive offerings, direct competitors differ across categories such as athletic versus dressy footwear.
Sarah Crockett [10:35]: "Our competitors really depends on the category. So if I'm looking at my athletic category, I have a certain set of usual suspect retailers."
Regarding target demographics, DSW prioritizes retaining loyal customers while actively seeking to attract millennials, Gen Z, and Gen Alpha consumers. The shared mindset across generations facilitates the creation of relevant content and experiences.
8. Consumer Behavior and Fashion Trends
Sarah addresses current consumer trends, emphasizing affordability and the desire for unique self-expression. She highlights how DSW’s diverse assortment accommodates shifts in fashion preferences, such as the ongoing popularity of sneakers paired with various outfits.
Sarah Crockett [13:43]: "There’s an empowerment message behind that about just be you... giving that permission and flexibility is what we offer."
She cites her experience at Vans and the evolution of sneakers in fashion as an example of how DSW adapts to changing trends while maintaining relevance.
9. Influencer and In-Store Activation Strategies
Influencers play a crucial role in DSW’s marketing strategy. Sarah compares influencers to word-of-mouth at scale and details the collaboration with approximately 400-500 influencers annually to build brand awareness and drive product promotion.
Sarah Crockett [15:22]: "Influencers are a very important part of our brand... we work with about 400 to 500 influencers a year."
Additionally, DSW engages in high-profile in-store activations with designers like Christian Cowan and Paige Desorbo, creating immersive experiences that connect consumers directly with fashion creatives.
Sarah Crockett [16:56]: "Featuring his Runway looks... was just a few weeks ago... She’s fantastic."
10. Team and Organizational Development
Acknowledging the importance of a strong internal team, Sarah discusses her efforts to build and refine the marketing team to support DSW’s rebranding and growth objectives. She emphasizes the synergy between internal expertise and external partnerships.
Sarah Crockett [18:08]: "I'm a very lucky individual to have such an impressive team."
The balance between in-house capabilities and external agency support ensures that DSW remains agile and innovative in its marketing approaches.
11. Challenges and External Factors
Sarah candidly addresses the volatile market landscape of 2025, emphasizing the need for agility and close consumer engagement to navigate uncertainties.
Sarah Crockett [20:52]: "We’ve got to stay close to the market, to the consumer, be very agile..."
She also touches upon the potential impact of TikTok’s uncertain future, highlighting DSW’s commitment to leveraging multiple platforms and maintaining flexibility in their digital strategies.
Sarah Crockett [23:26]: "We are certainly monitoring it... we’ll continue to lean into the creator community."
12. Achievements and Future Goals
Reflecting on her nine months at DSW, Sarah expresses immense pride in her team’s responsiveness, curiosity, and trust. She highlights successful initiatives like the collaboration with Christian Cowan and underscores the importance of teamwork in achieving marketing goals.
Sarah Crockett [24:39]: "I will say I'm most proud of the work that the team has leaned into."
Looking ahead, DSW’s goals center around customer acquisition, retention, brand equity, and future-proofing the organization through continuous innovation and adapting to evolving consumer behaviors.
Sarah Crockett [26:10]: "Our specific goals remain focused on the customer... future proofing."
13. Multi-Brand Strategy Benefits
DSW’s position under a multi-brand umbrella is leveraged to offer a diverse portfolio of footwear options. Sarah draws parallels to other retailers like REI, emphasizing the strategic advantage of providing various brands to meet different consumer needs.
Sarah Crockett [27:16]: "We have brands that we can uniquely offer to the consumer through the DSW environment."
This strategy allows DSW to cater to a wide range of customer preferences and capitalize on collective experiences across different brands.
14. Conclusion: Personal Touch and Final Remarks
In a light-hearted moment, Sarah shares a personal note about wearing Uggs during snowy weather in Park City, adding a relatable touch to the conversation.
Sarah Crockett [28:04]: "Today I'm wearing a pair of Uggs... nice and cozy and warm."
The episode wraps up with Jill thanking Sarah for her insights, leaving listeners with a comprehensive understanding of DSW’s strategic direction under Sarah Crockett’s leadership.
Notable Quotes:
- Sarah Crockett [01:03]: "DSW offered me a lot for my money and that allowed me to feel confident."
- Sarah Crockett [07:26]: "This is going to be an evolution, not a revolution when it comes to who we are as a brand."
- Sarah Crockett [09:28]: "We have a great digital experience, whether it’s through our app or through our website."
- Sarah Crockett [15:22]: "Influencers are a very important part of our brand... we work with about 400 to 500 influencers a year."
- Sarah Crockett [20:52]: "We’ve got to stay close to the market, to the consumer, be very agile..."
- Sarah Crockett [24:39]: "I'm most proud of the work that the team has leaned into."
- Sarah Crockett [26:10]: "Our specific goals remain focused on the customer... future proofing."
This episode offers a comprehensive look into DSW’s strategic initiatives under Sarah Crockett’s leadership, highlighting the balance between maintaining core brand elements and adapting to a rapidly changing retail environment. Listeners gain valuable insights into effective rebranding, the importance of omnichannel strategies, and the pivotal role of teamwork and influencer partnerships in driving brand success.