DSW Has A New Plan to Win Over Kids — Just in Time for Back to School

DSW is testing out new ways to engage with its youngest consumers — just ahead of one of the busiest shopping periods for the retailer. Since early May, the footwear chain has been testing a new store format in its Hedwig Village store in Houston, which includes kid-friendly displays that are designed to meet little ones at their eye-level as well as a hopscotch board, a basketball hoop, a toy-car racing track and kid-friendly shopping carts. “The goal is to keep the kid engaged and make it fun for them,” said Jim Weinberg, Designer Brands’ chief merchandising officer, who said certain elements from this test store, such as the hopscotch and shopping carts, have already been expanded to other DSW stores in an effort to enhance experiential shopping offerings overall. Though the Hedwig store only opened at the start of May, Weinberg said the company will reassess the progress after a 90-day period and make decisions regarding expansion from there. DSW has also reduced the number of different kid shoe silhouettes in stores, a move designed to make sure the company can keep most of its shoes in stock. The supply chain issues that permeated last year’s back to school season have, for the

Follow Footwear News on Twitter or become a fan on Facebook.

from Footwear NewsFootwear News https://ift.tt/gUFy5ld