DSW has released a savvy advertising campaign that focuses on the satisfying shoe-shopping experience.

USA Today: DSW ads focus on ‘primal’ shoe hunt by Theresa Howard

DSW, a retail chain owned by Retail Ventures, which also owns Filene’s Basement and Value City, taps into the bargain-hunting mentality of women — and their relationship with shoes — in TV ads. Recent ads, narrated like a Discovery Channel program, show women shopping at DSW as the announcer says "the hunter has high hopes." …Each ad closes with the message: shoes at incredibly low prices.

"The idea actually grew out of listening to women comment about their shopping experience," says Mike Levison, vice president, marketing, DSW.

"Women spoke of what it felt like to buy a new pair of shoes, what it takes to find the perfect pair, how shoes make them feel, how wearing a pair of shoes makes them feel special.