Shoe Store Company Mission Statements
Mission, Vision, and Values for Zappos, DSW, and More
The largest U.S. shoe companies like DSW and Zappos all have company mission, vision, and values statements which guide their operations and defines their brand, culture, and customer experience. Each statement offers insight into the defined goals and priorities of the individual companies.
A company founded in 1949, the Adidas Group embodies its stated mission of boosting and elevating the status of its brand by tapping high-profile athletes like Patrick Mahomes and musicians like Kanye West to representing its core brand.
“The Adidas Group strives to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle. We are committed to continuously strengthening our brands and products to improve our competitive position.”
Founded in 1908, Converse is one of the enduring shoe brands in the country. With a stated mission similar to other footwear companies, Converse is focused on bolstering individual expression with its iconic shoes.
"To give people the opportunity to express themselves through their Converse shoe”
Unlike many other popular shoe brands, Crocs is focused on comfort and how their shoes feel wearing them as opposed to how they look, as the distinctive design of its popular, clog-shaped, flagship shoe line confirms. Fittingly, this notion is clearly reflected in the Colorado company's mission statement.
"To bring profound comfort, fun and innovation to the world's feet"
DSW (Designer Shoe Warehouse)
In 2017, DSW introduced its new mission statement. The company's stated mission articulates the company's ultimate goal, which is to let the customer create their own identity with their choice of footwear.
"We all have a personal relationship with our shoes. They tell the world who we are, make us feel great and inspire us to be our authentic selves. That’s why DSW’s mission is to inspire self-expression."
Nike's products and retail businesses focus on supporting "every athlete." The company developed Guiding Principles, which it refers to as its "11 Maxims," to remind employees about the inspiration and innovation Nike products provide to people of all ages and proficiency. The company's mission statement reflects this aim.
"Bring inspiration and innovation to every athlete* in the world"
*If you have a body, you are an athlete
Steve Madden famously launched his wildly successful footwear brand in 1990 with $1,100. Going from selling his shoes out of the trunk of his car to earn $1.65 billion in revenue in 2018, Steve Madden has realized its mission of being a global powerhouse.
“Our main mission is to consistently deliver trend right designs to our customers. To further build our business, we will leverage our tremendous brand equity, dominant position in fashion-forward footwear, and industry-leading design team and will work to ensure that Steven Madden, Ltd. emerges as a global lifestyle branded company.”
There are two variations of Under Armour's stated mission, an American version, and a British version. Although the former is pithier ("Under Armour Makes You Better"), the two statements express similar sentiments reflecting the company's desire and dedication to propelling the performance of its customers with products that exceed the set expectations of athletic footwear.
“To make all athletes better through passion, design and the relentless pursuit of innovation”
Founded in 1966, Vans has been producing streetwear for over five decades. Having been embraced by everyone from skaters to musicians to everyday people over the years, the company has grown into a classic lifestyle brand that is firmly rooted in youthful expressionism, as its mission statement implies.
"To enable creative expression—and inspire youth culture —by celebrating and encouraging the Off the Wall attitude that comes from expressing your true self."
Even though Zappos is a company that helped define the Internet shoe shopping experience, the Zappos mission statement designed by founder Tony Hsieh is not about its products and all about the purchasers of the products. Zappo's mission statement reflects an emphasis on customer service. Service is such a priority to the company that the mission statement is listed as number one on the company's 10 core values:
"Deliver WOW Through Service"
Marketwatch. "Steve Madden Ltd. Annual Financials." Accessed Jan. 26, 2020.