Mighty Red Pen

November 27, 2007

Shoe warehouse shoes

Filed under: Mad marketing,Overseen — mighty red pen @ 6:38 pm


At the risk of unleashing another FedEx controversy all over MRP, I’d just like to mention that DSW once stood for Designer Shoe Warehouse.



  1. LOL, yes it’s redundant. Plus if they have to qualify that it’s shoes their selling then perhaps they should just go back to their full name and avoid any confusion.

    Comment by Molie — November 27, 2007 @ 7:31 pm | Reply

  2. That was exactly my thought!

    Comment by mightyredpen — November 28, 2007 @ 7:42 pm | Reply

  3. Isn’t that annoying, that trend to completely eliminate words and switch to letters?

    Though sometimes it’s fascinating, think of how acronyms become words, or how words really aren’t anything more than an odd collection of letters that we’ve assigned a meaning to.

    Our stylebook at word has this entry under “Abbreviations”:
    If an abbreviation is more widely recognized than the full name, it is acceptable to
    use it on first reference: IBM, AT&T, 3M, Fannie Mae, FBI, AFL-CIO, ZIP code

    I keep pointing out to the guy in charge that “IBM” *is* the name; it is not an abbreviation. Ditto AT&T and 3M. (I really miss the “Minnesota Mining and Manufacturing” name.)

    Comment by TootsNYC — November 29, 2007 @ 3:13 pm | Reply

  4. I actually always thought it was “Discount” Shoe Warehouse. Maybe they went to “DSW” so they could be purposefully ambiguous?

    Comment by cookiezim — November 30, 2007 @ 9:44 pm | Reply

  5. Cookiezim, I totally thought the same thing but when I looked into it, all the supporting evidence I could find was for “designer” — I wonder if they used to be “discount” but changed it to “designer.” If anyone knows for sure . . .

    Comment by mightyredpen — December 1, 2007 @ 8:17 pm | Reply

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