The Real Housewives of DSW is a reality with this company. If you are into drama, lies, false promises, deceit, unprofessionalism, negativity, favoritism, discrimination, backstabbing, hostile work environment, harassment then this is the place for you. I could keep going but by now you get the point. DSW claims to be America’s Favorite Place to Work but I was unable to find them on any of these lists put out by reputable circulations like Fortune 100. DSW is in a crossroads as they are trying to gain market share by opening a lot of stores but can’t seem to fill them with competent people to work for them. If you are a member of LinkedIn just look as they are always posting “Now Hiring” and all of the other managers and DM’s comments that they like it? Turnover is well over 100% and most managers who worked in the stores have been there only a couple of years. During Store Manager Conferences the EVP of Store Operations used to have the Store Managers stand up by years of tenure. For example, anyone who has been here 15 years or more please stand up, (false claps), anyone with 10 years of more please stand up (false claps) and so on. Each year the number dropped dramatically until no one with tenure wanted to stand up. You knew you were a target. This became evident by everyone. Upper management just thought we were stupid. So evident that DSW just settled an EEOC age discrimination claim for $900,000 in Chicago. If you go into most of the stores you will find a female store manager between the ages of 25-30 years old. Many have blonde hair just like the EVP of Store Ops because the DM can get brownie points. It also helps if they come from places like Old Navy and the GAP because that is where she came from. I still have a tough time understanding how the upper executives try to make it a specialty store in a warehouse setting? The current executives and DM’s want it this way because this is all they know.
Another crossroads DSW faces is an identity crisis. Customers still do not know what DSW stands for and to make matters worse many of the sales associates don’t know what it means neither. How sad! Most customers think it is Discount Shoe Warehouse and wonder why there are not better prices for a company buying in bulk and being in a warehouse setting? Since DSW cannot get the inventory levels right or proper size runs no need to worry because they can find it at another store or order it on-line. It kind of defeats the purpose of coming to the store to find your shoes and actually trying them on because that makes too much sense. In that case consider Nordstrom’s, Macy’s, FAB shoes, Payless, Zappos or any other shoe retailer. Probably get a better price and current styles.
After reading many of the other posts you will hear most employees vent about the rewards program and the hostility behind it. DSW boasts how many members they have but a large percent is duplicates because people keep signing up to get the $10 reward coupon. The customers are on to changing or making a new email to get another coupon. The company has all of the eggs in the Rewards program and it drives the business. This is why the stores get beat to death over having a poor conversion rate. I don’t know if the company still posts the Top Twenty five Premier Members online but not such a good idea. Some employee that wants to be vindictive can print them off and give or sell them to the competition. Just a heads up. After giving your email you can expect an email everyday with uneventful offers.
If you are considering becoming a member of store management please read the following: You must drink the Kool-Aid and never question anything or you will be perceived as being negative. At this point your somewhat career is over not that you had a chance of being promoted to a District Manager’s position. If you join DSW you can scrap any skill set or experience you have gain because it is worthless. You have no say in anything. Your main concern is to beat sales, rewards conversion and look cute. Of course being able to say “YES that is great!” with a smile. Some of the expectations you will have as a Store Manager are: learn humility quick because upper management will humiliate you. You will be unloading trucks, chucking freight, taking out trash, vacuuming, cleaning restrooms, running registers, cleaning mirrors, marking clearance, price changes, and picking up a ton of stuff off the floor, shoveling snow, clean your parking lot, empty trash receptacles outside, and count register drawers down. NOTE-DSW has a no apprehension policy which means if you see someone walking out the door with merchandise you CANNOT STOP THEM. Keep in mind you are responsible for shrink. Welcome to DSW!
Other posts often speak about the customer complaint to compliment ratio. This is a joke! I had one customer complaint in having over 10 years of service and was put on a final warning. So if Suzy Q wanted my store because it is a flagship store she has someone call in and complain. How clever. Also it is common knowledge that most managers have their family and friends call in and give a compliment. The EVP of Store Ops has a little bonus structure in place for this bogus ratio. This is exactly why a complaint will cost you your job because it comes out of her pocket! DSW will repeat over and over again that one negative comment affects many other customers. I think maybe they should think about all the angry people that leave the company on how they impact the business.
Biggest PR Stunt of the century: The CEO puts out a statement that DSW will not be open on Thanksgiving and will open at 7 am on Black Friday so that the employees can spend time with their families. The reality is that DSW’s peak season is in October and not on Black Friday. DSW has no door busters or specials on Black Friday and is just considered a Saturday’s business just because people are out shopping. Nice try. Mike-what about Easter?
Note: For anyone over 40 years of age or any Alpha males- no need to apply for employment.
