Read the Different Shoe Store Company Mission Statements

Mission, Vision, and Values for Zappos, DSW, and More

Zappos corporate headquarters - Las Vegas
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The largest U.S. shoe companies like DSW, 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

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 Mission

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.

"Bring Inspiration and Innovation to Every Athlete* in the World"
*If You Have a Body, You Are an Athlete.


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 ten core values: 

"Deliver WOW Through Service"

Mission Statements of Other Shoe Selling Retailers

Because of the expansion of shoe retailers on the Internet, the number of shoe-only brick-and-mortar retail chains is shrinking. The mission statements of fashion and designer retailers that also sell shoes are also arranged alphabetically below. 


Founder Jeff Bezos has referred to the mission statement of as the guiding force behind his leadership decisions. While Amazon single-handedly has set the standard for online Internet shopping websites, the Amazon mission statement doesn't focus Amazon employees on the Amazon technology and processes, but rather the people that the technology and processes were designed to serve.

"Our vision is to be earth's most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online."

Belk Department Store

The Belk mission statement embraces the company's heritage with Southern-style and a branded Belk customer experience that includes both customer care and good shopping value:

"Be the leader in its markets in selling merchandise that meets customers' needs for fashion, quality, value, and selection; to offer superior customer service; and to make a reasonable profit."


The mission statement of Chanel is designed to ensure the style of its founder, Coco Chanel, will live on far into the future:

"To be the Ultimate House of Luxury, defining style and creating desire, now and forever."

Louis Vuitton

Under the umbrella of the LVMH Group, the mission statement of Louis Vuitton is the mission of its parent company, which is about providing the world with luxury products, elegance, creativity, and “Art de Vivre.”

"To represent the most refined qualities of Western 'Art de Vivre' (art of living) around the world; to be synonymous with both elegance and creativity; to blend tradition and innovation, and kindle dream and fantasy."


As one of the oldest retail chains in the U.S., Macy's mission statement is a study in a retail philosophy that survives the test of time. The current Macy's mission statement is designed to keep employees focused on the future while embracing the agility and technology that will perpetuate the Macy's retailing legacy.

"Macy’s, Inc. clearly recognizes that the customer is paramount and that all its actions and omnichannel strategies must be directed toward providing a personalized merchandise offering and shopping experience online and in store"


The legendary Nordstrom customer service experience doesn't happen by accident, and it's the Nordstrom mission statement that both focuses and empowers employees to create a unique brand of Nordstrom customer service that makes Nordstrom one of the most valuable retail brands and powers Nordstrom's overall retail success.

"In our store or online, wherever new opportunities arise⁠—Nordstrom works relentlessly to give customers the most compelling shopping experience possible. The one constant? John W. Nordstrom's founding philosophy: offer the customer the best possible service, selection, quality and value." 

Stein Mart

The Stein Mart Vision and Mission Statement is simple and straightforward and could apply to any kind of retail company:

"Serve our customers and community efficiently and effectively; to act with integrity towards customers, associates and vendors; to maintain profitable growth and build long-term value for our shareholders.

Article Sources

  1. Designer Brands. "DSW Designer Shoes Warehouse." Accessed Jan. 18, 2020.

  2. "About Nike." Accessed Jan. 18, 2020.

  3. "Our Common Core: Deliver WOW Through Service." Accessed Jan. 18, 2020.

  4. "Come Build the Future With Us." Accessed Jan. 18, 2020.

  5. "Belk Mission and Vision." Accessed Jan. 18, 2020.

  6. The Workshop at Macy's. "The Business of Fashion." Accessed Jan. 18, 2020.

  7. Stein Mart Jobs. "Vision." Accessed Jan. 18, 2020.