DSW | IMC 615: Creative Strategy & Execution

Company Overview
A look into the
background of
Designer Shoe
Warehouse
Page 3
Target Audience
Who are we
targeting with this
campaign?
Page 11
Strategy Statement
How are we going to
speak to the target
audience?
Page 13
Designer Shoe Warehouse
Kaitlyn Reeves
IMC 615: Creative Strategy & Execution

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Table of Contents
Company Overview.............................................................................................. 3
SWOT Analysis.................................................................................................... 7
Target Audience.................................................................................................. 11
Strategy Statement..............................................................................................13
Creative Brief (Print).......................................................................................... 14
Print Executions................................................................................................. 15
Creative Brief (Other)......................................................................................... 21
TV, Radio, & Internet Executions....................................................................... 22
Creative Brief (Non-traditional)........................................................................... 25
Non-traditional Executions................................................................................. 26
Digital Components............................................................................................ 30
References......................................................................................................... 35

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Company Overview
Designer Shoe Warehouse, Inc. (DSW) is a national retailer of brand
name and designer footwear and accessories for men, women, and children.
Currently, DSW has 366 stores throughout 41 states, the District of Columbia,
and Puerto Rico. Their core mission focuses on variety, price, and ease of
shopping, specifically:
To create a distinctive shopping experience that satisfies both the rational
and emotional shopping needs of our DSW customers by offering them a
vast, exciting assortment of in-season styles combined with the
convenience and value they desire. (“Investor Information,” n.d.)
Founded in 1969, under the name of Shonac Corporation, a joint venture
between two families, the Schottensteins and the Nachts, the companyʼs initial
purpose was to manage the shoe departments in other retail stores, which it did
for more than 20 years (“DSW, Inc.,” n.d.).
It wasnʼt until 1991 that the first store was opened under the DSW name.
The first store was located in Dublin, Ohio, just outside of Columbus, and soon
expanded into the Midwest and Northeast (“DSW, Inc.,” n.d.). A typical DSW
store averages 22,000 square feet and boasts nearly 24,000 pairs of shoes
(“Investor Information,” n.d.). What made DSW stand out from other discount
warehouse shoe retailers was the product offering: rather than mass-marketed
shoe brands, DSW offered designer-brand shoes at a discount (“DSW, Inc.,”
n.d.).

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DSW employs several forms of media in order to communicate with its
consumers. Besides traditional print and television advertisements, DSW has a
strong presence in social media. DSW operates its Facebook page, where its
members, who are affectionately termed “Shoe Lovers,” can discuss all things
shoes, receive style updates, and even participate in contests to win free shoes.
DSWʼs Twitter profile mirrors that of its Facebook counterpart, also offering style
tips and the chance to win free shoes every Friday.
E-commerce is an area in which the company excels. In August 2011,
DSW began offering childrenʼs shoes, which are exclusively available for
purchase online. In addition to childrenʼs shoes, DSW.com also offers customers
a wider array of styles and sizes of footwear (“SWOT Analysis,” 2012, p. 7).
Although DSW.com is already optimized for use on mobile devices, the company
plans to launch its own mobile app in 2013 (Joe, 2012).
A major marketing success for the company and its consumers is the
DSW Rewards program. DSW Rewards is a free loyalty program that allows
members to earn points on every purchase, and once a certain number of points
is reached, the customer receives a $10 rewards certificate in the mail. Currently
the only way to receive certificates is via mail, so this could be something DSW
can improve on. Rewards members also receive other perks, such as double
points events, birthday certificates, and free shipping. The program has over 20
million members and DSW Rewards members account for 90% of transactions,
therefore providing information on almost all of its customers.

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Speaking of customers, DSW segments its target audience by behavior,
rather than demographics, allowing DSW to personalize its marketing
communications. By breaking its customers into behavior groups, DSW is able to
better decide what types of promotions and deals it sends, as well as the way it
send those promotions. Kelly Cook, Senior Vice President of marketing for DSW,
breaks consumers into ten 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, and shoe fanatics. For example, a
woman from the multi-category group prefers not only shoes, but scarves and
other accessories as well, so she would be sent promotions pertaining to all
types of products. On the opposite end of the spectrum, thereʼs the man of the
house, who is not concerned about price but rather values craftsmanship and
quality. For this type of shopper, DSW would send him marketing materials
complete with QR codes for him to scan, rather than a coupon to tear off and
bring into the store (Joe, 2012).
DSW is doing a lot of things right, but thereʼs still room for improvement.
One improvement that needs to be made is the introduction of the mobile app to
complement DSW.com. Also, Rewards members should be able to have the
option to receive certificates via email or the app, as well as traditional mail. DSW
needs to stick to what they know, and what they know is shoes. In March 2013,
DSW launched its Luxe810 portion of the website, which offers a large selection
of luxury footwear. In order to launch their luxury site, DSW ended up with a

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surplus of clothing from the brands it was partnering with for Luxe810, and ended
up with an estimated $6 million loss when the shoe retailer was unable to sell the
merchandise, even at heavy discounts. However, the sales of the shoes featured
in the Luxe810 shop online are meeting expectations, according to CEO Mike
McDonald (Eaton, 2013).
DSW, Inc. reported sales of $2.26 billion in 2013, and an 11.53% sales
growth over one year. According to DSWʼs company profile covered by
Alexandra Biesada (2012) on Hooverʼs, competitors include Zappos.com ($254.7
million in annual sales), Macyʼs ($27.69 billion in 2013 sales, one-year sales
growth of 4.85%), and ShoeBuy.com (estimated annual sales of $5.70 million).
Also, the introduction of websites such as ShoeDazzle.com and JustFab.com,
which offer shoes handpicked by celebrities and Hollywood stylists for their
members, provide competition for DSW.
In order to remain successful, DSW needs to continue its social media
efforts and current marketing efforts toward its loyal customers. DSW has the
opportunity to expand its reach and increase sales by target other audiences as
well, perhaps by targeting more toward male shoppers. Overall, DSW seems to
be doing well, but thereʼs always room for improvement.

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SWOT Analysis

Strengths (Whatʼs working?):
DSW currently offers a large selection of designer brands of shoes and
accessories at affordable prices, which allows more people the opportunity to
have great style without blowing their budgets.
• What's
in

the
way?

• What's

possible?

• What's

missing?

• What's

working?

Strengths

-‐
Designer
brands
at

affordable
prices

-‐
Large
selection

-‐
Rewards
program

drives
sales

-‐
Improved
store

layout

Weaknesses

-‐
Lack
of
mobile
app

-‐
Mail
is
only
option

to
receive
Rewards

certiBicates

-‐
Attracting
new

customers

Threats

-‐
Competitors
are

more
involved
in

community

-‐
lack
of
size/style

availability
in
stores

could
affect
sales

Opportunities

-‐
mobile
app
makes

it
easy
to
manage

Rewards
and
Bind

stores

-‐
Community

involvement

-‐
Use
Rewards

program
to
attract

new
customers

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The loyalty program is also a key strength, accounting for the majority of
sales. Competitors like Zappos.com donʼt offer a Rewards program or other
incentive to encourage repeat purchases, which gives DSW an advantage.
In addition to having traditional brick-and-mortar stores, which competitors
like Zappos.com and ShoeBuy.com donʼt have, the layout of DSW stores plays a
main role in providing convenience to the customer with self-service fixtures,
allowing the customer to look, feel, and try on the product without seeking the
assistance of a sales associate. Products are also grouped in a sensible manner,
usually by style (casual, dress, athletic, seasonal, etc.).
Weaknesses (Whatʼs missing?):
New store openings should not be the only method DSW relies on to
attract new customers. According to the companyʼs annual form 10-K report, filed
March 28, 2013, DSW plans to open 25 to 30 new stores in fiscal year 2013, but
if they fail to do so, this could cost the company more money, and in turn cost
them new customers as well. If current Rewards members stop shopping at DSW
for whatever reason, the company will lose a large sum of money.
The DSW Rewards program is a huge component of the companyʼs
overall sales, accounting for 89% of its in-store and online sales in fiscal year
2012. Currently, the only way for Rewards members to receive their rewards
certificates is through the mail, which can take three to four weeks. This is not the
most convenient or quickest way for the customer to receive their certificates.

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DSW operates a successful e-commerce Web site, DSW.com, which is
optimized for use on mobile devices. However, DSW lacks a mobile app for
smartphones. In order to keep up with competitors like Zappos.com and Macyʼs,
DSW should consider developing a mobile app.
Opportunities (Whatʼs possible?):
The introduction of a mobile app that allows Rewards members to access
and manage their Rewards, locate an exact pair of shoes in a store, and make
purchases in the app brings added value to DSW customers.
DSW also has the opportunity to be more involved in the communities in
which they have stores. Community involvement can have many positives for a
company. Customers like to buy from companies they can trust, which can
increase revenue. Also, DSW could benefit from positive word-of-mouth
associations, which would be created by being more involved in the community.
Overall, DSWʼs brand image would improve if the company were more openly
involved in the community.
The DSW Rewards program also has the potential to attract new
customers. Current Rewards membersʼ sales account for 89% of sales and this
number would increase if DSW could attract new customers and turn them into
repeat buyers.
Threats (Whatʼs in the way?):

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Competitors are more involved in the community than DSW is at this time.
Zappos.com has held holiday gift drives, raised money for the Lance Armstrong
Foundation, made donations to the Center for Women and Families, and teamed
with Bearpaw to donate 300 pairs of boots to charity. Because DSWʼs
competitors give back to the communities in which they conduct business,
customers may be more likely to shop there because they feel their dollars are
going to a better cause.
Another threat to DSWʼs success is the potential lack of size and style
availability in stores. Competitors like Zappos.com and ShoeBuy.com donʼt have
retail stores, so shoppers arenʼt limited to the sizes and styles that are kept in
inventory at stores. If DSW doesnʼt have the size or style available in stores, the
customer could decide to shop elsewhere, where they can find their size in the
style of shoe they want. DSW needs to make every effort to help the customer
find the pair of shoes he or she wants.

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Target Audience
For DSW, I would like to start targeting men. The men that would be the
new target market for DSW are young professionals, ages 20-30, with at least
some college education and a yearly salary of at least $30,000. These men are
generally white, single—no wife or kids—and live in or near metropolitan areas.
They might be just starting out in their careers and trying to stay on a budget.
These men value price and convenience. They want to be able to get in and out
of a store with ease. When they shop, they shop with a specific purpose, and
shopping for shoes is no different. They prefer to go to one store that has a good
selection, rather than multiple stores with small selections. These men want to go
into a store and have confidence they will find the shoe they are looking for
available in their size and within their budget.
Devin is a 25-year-old white male living in a suburb of Tampa, FL. He
currently rents an apartment by himself and works as a sales representative for a
mid-size company. He is presently making $37,500 annually. Five days a week,
Devin wakes up and goes to the gym and then to work. He typically works
8:30am – 5pm and takes an hour lunch break. He prefers to go out for lunch
instead of bringing his lunch or ordering in. Devin owns the new iPhone 5, which
he uses frequently, especially during his lunch breaks. Normally, he uses his
phone to check and respond to e-mails, as well as manage his social networking

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profiles. After work, Devin likes to meet his friends at a local bar for a drink or two
before heading home.
On the weekends, Devin runs errands, such as grocery shopping and
other shopping. When he is looking for athletic shoes, he tends to shop in stores
like Finish Line that caters to sports. Lately, Devin has been in the market for a
new pair of shoes to add to his work wardrobe but it unsure of where to shop.
DSW would be a perfect solution for Devinʼs career shoe needs, as well as
his athletic shoe needs, because DSW offers a wide variety of styles at
affordable styles. Devin can buy a new pair of tennis shoes to wear to the gym
and also a pair of dress shoes to wear to work. Devin comes to value the
convenience DSW offers, because he can get in and out of the store easily, and
has a variety of styles to choose from without having to go to multiple stores to
find what he needs.

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Strategy Statement
The advertising will convince single men, ages 20 – 30, with active work
and social lives that DSW is a simple, uncomplicated place to shop for all styles
of shoes without spending hours driving from cluttered shoe store to cluttered
shoe store to find what they need. The support will be DSWʼs distinct, well-
organized, and convenient self-serve store layout that allows the customer to go
in, easily find a variety of styles and sizes, and checkout, all without hassle. The
tone will be easygoing, fun, and to the point, with a touch of humor.

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Creative Brief (Print)
Client: DSW Date: 04/29/2013
Product: Men’s shoes Pages: 1
Why are we advertising?
To help men realize that shoe shopping doesn’t have to take up all their time.
Whom are we talking to?
Men, ages 20 – 30, who need to buy shoes, either for their work lives or personal
lives or both, but put off doing so because they think shopping for shoes is a
hassle and to find what they’re looking for they must go to multiple stores.
What do they currently think?
Shoe shopping is done out of necessity and it is exhaustive and time-consuming.
What would we like them to think?
Shoe shopping can be uncomplicated and even enjoyable. Shoe shopping
doesn’t have to take up all of your free time.
What is the single most persuasive idea we can convey?
You don’t have to give up your entire weekend to shop for shoes.
Why should they believe it?
DSW offers guys an uncomplicated, uncluttered, enjoyable, all-in-one-place
shoe-buying experience to get them what they want simply and quickly.
What is the personality we want to convey?
Simple and fun, with a bit of humor.
Are there any creative guidelines?
Two full-page four-color magazine ads

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Print Executions
Body Copy Sheet
“Fore(ty)!” (Print-Magazine)
Client: DSW
Product: Menʼs Shoes Date: 04/29/2013
Headline: Fore(ty)!
Copy A: Forty. No, itʼs not your age, or even how old you might feel after a
late night out with friends. Itʼs the number of hours you spend each
week at the office. Do you really want to spend your precious
weekend hours shopping for shoes? Didnʼt think so.
Copy B: Three. Itʼs the hole youʼre teeing off on because you went to DSW.
You got that new pair of shoes you needed for work. Oh, and that
pair for that softball team at work your boss talked you into. Now
youʼve got all the time you need to focus on your short game (uh,
not that you need to). Get in, get out, and get your weekend back.
DSW. Done.
Tagline: DSW. Done.

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Print Executions (cont.)
Visual Elements Description: Fore(ty)!
Headline:
The headline will be left-aligned at top of page in a plain sans serif typeface.
Image:
The image will be centered and framed in the middle of the page. The visual will
be a shot of the fairway and green on a golf course. The viewpoint is from the
middle of the fairway looking toward the flagstick on the green.
Copy:
Two blocks of copy will be below the visual. Copy block A is on the left; copy
block B is on the right.
Logo:
The DSW logo will be in the bottom right corner.
QR Code:
The QR code will link to DSWʼs mobile store locator. The QR code will be in the
bottom left corner, opposite the DSW logo. There will be text above QR code
encouraging the reader to scan to locate the closest store.

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Body Copy Sheet
“Extra Innings” (Print-Magazine)
Client: DSW
Product: Menʼs Shoes Date: 04/29/2013
Headline: Buying shoes shouldnʼt require extra innings.
Copy: We get it – youʼre a busy guy. Youʼd rather be at the game with
your friends than stuck at the mall all day shopping for shoes.
Thatʼs why when you need shoes, you choose DSW. From casual
to dress to athletic shoes, we have what youʼre looking for all under
one roof. And did we mention our warehouse prices? Thatʼs right
save time AND money. Sounds like a home run to us. DSW. Done.
Tagline: DSW. Done.

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Visual Elements Description: Extra Innings
Background Image:
Bleed to edge of page. The visual will be a row of cheering fans at a baseball
game. The shot will be from the waist down, primarily focusing on the fansʼ
shoes. The fan in the middle of the row has brand-new athletic shoes on, and the
fans to the left and right of him all have dingy, dirty, and worn-out shoes.
Headline:
The headline will be centered at top of the page in a plain sans serif typeface.
Copy:
The copy will be centered near the bottom of the page, above the DSW logo.
Logo:
The DSW logo will be centered at the bottom of the page.
QR Code:
The QR code will link to a coupon for 15% off the first purchase of $50 or more.
The QR code will be in the bottom right corner, next to the DSW logo. There will
be text above QR code encouraging the reader to scan to claim their coupon.

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Creative Brief (Other)
Product: Menʼs shoes Pages: 1
To help men realize that shoe shopping doesnʼt have to take up all their time.
hassle and to find what theyʼre looking for they must go to multiple stores.
doesnʼt have to take up all of your free time.
You donʼt have to give up your entire weekend to shop for shoes.
:30 Television spot, :10 Internet Pop-Up, :30 Radio spot

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Television Execution (:30 spot)

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Internet Execution (:10 pop up)

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Creative Brief (Non-traditional)
Product: Menʼs shoes Pages: 1
To help men realize that shoe shopping doesnʼt have to take up all their time.
hassle and to find what theyʼre looking for they must go to multiple stores.
doesnʼt have to take up all of your free time.
You donʼt have to give up your entire weekend to shop for shoes.
Online game; VIP parties

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Non-traditional Execution (online game)
“Shoe Store Showdown”
The idea behind this game is to show the obstacles one would face while
shopping in a traditional shoe store as opposed to shopping at a DSW store,
which has a simple and convenient layout. Sure, the game is fun in theory, but
facing these obstacles in real life is not something a consumer wants to do. The
consumerʼs time is valuable.
The game would be set in a traditional shoe store setting – shelves of shoes high
above consumersʼ heads, different sizes and styles mixed together making it
nearly impossible to find what youʼre looking for, inattentive sales associates,
cramped aisles. The consumer would create a free playerʼs profile complete with
an e-mail address and option to opt-in or out of DSW e-mail communications.
Once the free playerʼs profile is completed, consumers would begin the game by
having their player go through this “maze” of a shoe store and complete mini-
challenges within a 90 second time frame. The more challenges completed equal
the more points earned. Scoreboards would be kept so players could compare
their scores with others and even share via Facebook or Twitter.

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The mini-challenges the player would have to complete to earn points would be
things such as: jump to the highest shelf to retrieve a certain style and size of
shoe, chase down and tackle a sales associate for help, run through the cramped
aisles while avoiding other customers, etc.
At the end of the game, after the player inputs his username into the scoreboard,
an ad would appear for DSW with a visual showing the layout of a typical DSW
store. The copy would read, “This workday break brought to you by DSW, the
proud sponsor of free time.” A black DSW Logo would appear against a white
background with the tagline “DSW. Done.” below the logo. Icons for DSWʼs
Facebook and Twitter pages would be under the tagline. A link at the bottom of
the screen would ask players to “Play Again” or “Visit DSW.com”.

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Non-traditional Execution (VIP parties)
DSW recognizes that the free time guys have after work and on weekends is
valuable, so DSW wants to embrace this free time by hosting VIP parties at
various sports bars and other similar venues in select cities across the country.
Cities would include New York City, Washington, D.C., Miami, Los Angeles,
Dallas, TX, and Columbus, OH.
DSW would promote these events via social media sites like Facebook and
Twitter. In order to get an invite to these parties, one would have to request a
ticket by submitting his name, birth date (to verify drinking age), and e-mail
address on a DSW microsite called ProudSponsorofFreeTime.com. Each VIP
guest can bring up to two friends. By allowing VIP guests to bring more friends,
this creates more impressions. Once the consumer has requested his VIP pass,
he has the option to share the post with his friends and followers on Facebook
and Twitter.
The purpose of hosting these VIP parties is to give guys a night out to hang out
with their friends and watch the game in a social environment. To tie-in DSW,
cardboard drink coasters would feature QR codes to be scanned, which link to a
coupon for 20% off a purchase of $75 or more at any DSW store or DSW.com.
Banners and signage in the venue space would advertise DSW as the “Proud
Sponsor of Free Time.”

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In addition, at the end of the night, DSW event staff would choose one guy from
each city as the winner of a set of four VIP box-seat tickets to the sporting event
of his choice. This reinforces the idea that guys enjoy time spent with their friends
and DSW sees the value of free time to do just that.
Overall, these DSW VIP parties will promote the fun-loving, free-time enjoying
aspect that DSW knows men cherish. Consumers will associate DSW with
having free time to enjoy and will want to shop at DSW for their future footwear
needs.

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Digital Components
Component #1: DSW Mobile App
 Description:
With the DSW app, available on iPhone/iPad and Android devices,
consumers will be able to access DSWʼs wide selection of footwear
and accessories at their fingertips, without an Internet connection or
using up data. Besides being able to browse and shop directly from the
app, consumers will be able to easily find a location using the store
locator tool, which can use the phoneʼs GPS to find “stores near you”;
manage DSW rewards and access electronic rewards certificates;
reserve styles and sizes of a shoe for same-day pickup in store; and
have access to DSW contact information and calendar of upcoming
events, like new store openings, DSW VIP parties, etc.
 Rationale:
Mobile apps provide multiple benefits for both the brand and the
consumer. Apps are useful in building relationships and brand loyalty
and they help reinforce the brand and increase visibility and
accessibility. Apps also encourage repeat purchases.
The target audience for this specific DSW campaign has focused
on men instead of women. Men prefer convenience and simplicity and
the DSW mobile app will offer them just that. They donʼt have to open
their mobile web browser and type in the web address—they can just

31
select the appʼs icon from their smartphone home screen and have
access to everything DSW with the tap of a finger, anytime and
anywhere.
By allowing consumers to reserve the styles they want in the sizes
they need, the amount of time a guy has to spend actually shopping is
shortened, and his shopping trip is made easier so he can have more
time to spend hanging out with his friends.
 Examples and links:
o Mobile APPeal: Exploring the Mobile Landscape

 Infographic with facts and figures on mobile apps and usage

o Benefits of Mobile Apps -- MobileAppLoader
 Benefits of mobile apps for businesses and consumers
Component #2: SMS advertising/coupons
 Description:
In addition to a mobile app, DSW will use SMS text messages to
alert consumers of sales and events, as well as to provide mobile
coupons to consumers. DSW will utilize a geo-fence with a one-mile
radius around each of their store locations to precisely target
consumers nearby.
Examples of the SMS messages would include: “Look @ the time!
Gameʼs on soon—donʼt miss it. Get all ur shoes now @ DSW” or

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“Shoes for work & play @ DSW. Save time & money. 20% off ur
purchase. Use code: 1234 @ checkout. Valid thru 5/26” or “Date night?
Get ur feet ready w/ new kicks from DSW. $15 off $50. Use code: 6789
@ checkout. Valid thru 5/26.”
 Rationale:
If a man who was near a DSW store running other errands received
a text message containing a coupon code to save a certain percentage
on his purchase, he would go ahead and go to DSW and check shoe
shopping off his to-do list. SMS messaging and geo-targeting also help
keep the male consumer aware of the DSW brand, so when he thinks
of shoe shopping, he thinks of DSW and the convenience and
simplicity the stores provides.
SMS coupon codes are the most commonly redeemed type of
mobile coupon. It is also easier for a guy to have the coupon on his
phone instead of having to clip or print a paper coupon and bring it to
the store for redemption.
o SMS-based mobile coupons preferred over push notifications, bar
code scans | Mobile Commerce Daily
 Report from RadiumOne found that 61.9 percent of
consumers are redeeming grocery and retail-based coupon
codes; other statistics and information on SMS coupons

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Component #3: Electronic delivery of DSW Rewards certificates
 Description
Currently, DSW Rewards Certificates are only available to members
through the mail. This requires the member to keep their address up to
date at all times, which can be a hassle. DSW will now allow their
Rewards members to opt-in to electronic certificate delivery. The
Rewards member can now access their Rewards certificate via the
DSW app or via e-mail. Also, the Certificate doesnʼt need to be printed
off in order to be redeemed; it can be redeemed directly through the
app or e-mail. Each certificate will be tied to the Rewards memberʼs
account so the member can only redeem each certificate one time.
 Rationale:
With the increase in smartphone and mobile coupon usage, it
makes sense to allow Rewards members to receive their certificates
electronically. It also saves on printing, paper, and postage costs. Also,
if the Rewards member is the forgetful type and often leaves paper
coupons at home, electronic certificates will be beneficial because
most people always have their smartphones and therefore have
access to e-mail and the app.
Men are also more likely to join the Rewards program if they can
manage their points and receive their certificates electronically. The

34
target audience consists of young men with busy social lives, and odds
are they arenʼt going to want to take the time to check the mailbox for
their DSW Rewards certificate before heading out to buy shoes. It will
be much more convenient and simple to have the certificates available
via e-mail and the mobile app.
The importance of incorporating other ways of receiving and
redeeming Rewards is building brand loyalty and turning new
customers into repeat customers. This is particularly crucial for DSW
when targeting a new audience.
o DSW Rewards Program FAQs
o Emails Targeted to Current Loyalty Program Members Have
Transaction Rates Almost 30 Percent Higher Than Bulk Mailings |
PRNewswire
o The Loyalist: leveraging relationships with existing customers to
increase ROI
 Link to download a copy of Experian Marketingʼs whitepaper

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References:
Biesada, A. (n.d.). DSW, Inc. Hooverʼs. Retrieved March 25, 2013, from
http://subscriber.hoovers.com.www.libproxy.wvu.edu/H/company360/overv
iew.html?companyId=138089000000000
DSW, Inc. (n.d.). DSW, Inc. company profile. Retrieved March 25, 2013, from
http://www.referenceforbusiness.com/history/Ci-Da/DSW-Inc.html
DSW Inc. SWOT Analysis. (2012). Business Source Premier, 7. Retrieved from
http://search.ebscohost.com.www.libproxy.wvu.edu/login.aspx?direct=true&db=b
uh&AN=82534530&site=ehost-live
Eaton, D. (2013, March 19). DSW taking $6M loss on clothing itʼs unloading for
luxury partners. Retrieved March 25, 2013, from
http://www.bizjournals.com/columbus/blog/2013/03/dsw-taking-6m-loss-
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