DSW fills big footprint for well-heeled city shoppers: more NYC stores likely for off-price retailer

DSN Retailing Today, Nov 8, 2004 by Emily Scardino

"Because of our deals, we have great customer loyalty and multiple purchases from our savvy shoppers," said Rath. "We have gotten a great response to the humor in our spring and fall advertising campaigns that have further established our relationship with our consumers."

Once customers are drawn into DSW, pamphlets and signage clearly explain what DSW is and how the merchandise is organized--by brand, heel size and type--and lets them know about the clearance merchandise on the back wall and the discount incentive club. Although the store is well staffed, it is a self-sell environment.

However, with an unmatched selection and unheard of prices, this discounter's wares sell themselves. DSW and Filene's, joining the likes of Home Depot, are bringing big-box retail to the big city, and, as initial results would indicate, big numbers as well.