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DSW Designer Shoe Warehouse

AIM Consulting. DSW Designer Shoe Warehouse. 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

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DSW Designer Shoe Warehouse

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  1. AIM Consulting DSW Designer Shoe Warehouse Amber Chiles, Megan Florez, and Iryna Kuchurivska

  2. 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

  3. Current Marketing and Target Market Market to style and value conscious men and women DSW Rewards program “Where’d you get those shoes?”

  4. SWOT

  5. 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

  6. Kid’s Space Smaller shoes, more product “Store” within a store Kid-Friendly shopping Stress-free shopping experience for parents Store Layout

  7. 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

  8. 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

  9. 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

  10. 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

  11. 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

  12. 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

  13. 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

  14. 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.

  15. 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

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