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.

In addition to its DTC business, the customizable fine jewelry brand Tiny Tags has a Target collection that sells in nearly 1,700 stores and is expected to drive $7 million to $9 million in sales this year. On this week’s episode of the Glossy Podcast, the 13-year-old brand’s founder and CEO, Melissa Clayton, discusses how she’s growing the brand with a focus on moms and a “back to basics” approach to marketing, and without outside funding.