Kids might dread back-to-school season, but for many retailers it’s a key sales driver. And this year looks to be no exception, despite tariffs and other economic uncertainties. Nearly three out of four back-to-school shoppers expects to spend the same or more to gear up for the school season this fall, according to a new survey of almost 1,200 parents by PwC (PricewaterhouseCoopers) in May. In fact, one in three parents surveyed expects to spend more than they did in 2024.
To take the pulse of retailers looking toward the back-to-school season, Footwear Plus is featuring a series of conversations with sources in the industry. For this installment, we spoke with Michelle Mackin, SVP and GMM for DSW.
Does DSW project having enough inventory for the back-to-school selling season?
We’ve been working hard with some of our biggest brands—Birkenstock, Nike, Adidas, Crocs, New Balance, Steven Madden, and Puma—to ensure that we have the inventory to meet consumer demand, especially during this season. As a result, we are thrilled that this will be one of our biggest and best back-to-school seasons yet. We have everything parents and kids need to step into the school year in style.
In addition to footwear, we’ve consciously expanded our accessories offerings this year. From trendy backpacks and cozy socks to stylish water bottles and the latest beauty products, DSW wants to be a one-stop shop for back-to-school fashion for the whole family.
What do you think consumers will be focused on when it comes to their kids’ shoe needs?
Kids want style for back-to-school, and parents need great value. We know parents will prioritize their kids’ needs at this time, and we think the mix of the right brands at the right price will be key to delivering that for them. It makes back-to-school shopping effortless— and even exciting.
How might brand, price, and style rank in order of importance?
Brand loyalty is the number one driver of kids’ shoe preferences. Parents seek reliability, durability, and value. The right brand at the right price makes all the difference, ensuring that kids step into the school year with confidence and parents feel good about spending.
What is DSW doing to attract consumers during this important selling season in terms of styles, brands, pricing, promotions, etc.?
For DSW it’s all about an unbeatable selection of the hottest styles from top brands—and most importantly—at prices parents will love. It can be a stressful time to shop for shoes, balancing what your kid wants with what you can afford, and DSW understands that.
Throughout July and August, our stores will be hosting several special events and promotions to make back-to-school shopping fun and easy. We will be hosting a Crocs personalization event and celebrating our first National Shoe Donation Day on August 15. Parents can donate the shoes their kids grew out of and get $10 toward purchasing a new pair.
Images courtesy of DSW
