CMO Sarah Crockett on DSW's rebrand: 'We're not going to throw everything out and just focus on the future'

Nine months into her role as CMO of DSW, Sarah Crockett is making some changes. 

Crockett, who has led marketing for companies including Dickies and Burton, has been tasked with driving a brand refresh: “What the leadership team was looking for and what was needed [when I was hired] was some level of brand amplification and brand relevance,” Crockett said on the latest Glossy Podcast. 

While working to meet these demands, Crockett has leaned into DSW’s existing strengths, including its large store footprint and loyal customers, she said. She’s also studied the footwear landscape to pinpoint DSW's unique opportunities.

“This is going to be an evolution, not a revolution,” she said. “'We’re asking, ‘Where could DSW uniquely fulfill something for the consumer, and what does that require us to sharpen up within our own personality and within our own brand?'”

Other details from Crockett’s rebranding strategy are spelled out in this week’s episode.