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Why DSW’s New Pop-up Shop will Not Sell Shoes

DSW will open its first-ever DSWGives Do Good Pop-Up dedicated to giving back this holiday season. The pop-up launches today with a digital destination as part of a larger campaign encouraging people nationwide to Do Good with DSWGives all season. A physical pop-up will open in New York from Dec. 12-15 and will not accept purchases, but rather allow visitors the opportunity to experience the positive impact of shoe donations and encourage giving back. It’s about doing and creating a greater good this holiday season.

“At DSW we’re committed to positively impacting communities in the U.S. and across the world, so we wanted to create an experiential moment for our customers that would bring that to life in a meaningful way,” states Amy Stevenson, chief marketing officer for DSW. “The holiday timing is purposeful in reminding our customers that paying it forward is just as important as buying gifts for loved ones.”

The DSWGives Do Good Pop-Up will feature interactive experiences representing the impact of these shoe donations and encourage visitors to bring new or gently worn shoes to donate to Soles4Souls, contribute monetarily and encourage visitors to get involved with DSWGives. Since 2018, customers have donated over 2 million shoes to DSW’s mission-focused platform DSWGives and its philanthropic partner Soles4Souls through the in-store shoe donation program. These shoe donations have helped children meet uniform requirements to attend school, lower peoples’ vulnerability to disease and kept 2.6 million textiles out of landfills. National anti-bullying organization and DSW philanthropic partner Be Strong will also be on hand to show the power of a kind word to brighten someone’s day and inspire change. Each day will feature addiitional special events and experiences.

DSW ambassador, actress and writer Mindy Kaling is kicking off the campaign by hosting a preview event in Los Angeles and will be working with the chain to encourage people to give back all season through the DSWGives Do Good Pop-Up online and offline. “The holidays are really special to me, so I want to show my daughter that taking care of others is important during this season, even when you have a million things going on,” says Kaling. “It’s great that a brand like DSW is helping its customers focus on philanthropy by creating a pop-up that combines two things I love: giving back and shoes.”



The March 2024 Issue

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